For the next two weeks, people across the nation might be surprised to look up and see the Caped Crusader’s Batarang staring down at them, as it slices through a giant OREO cookie. This unique OOH special build, which will feature at sites across the UK, forms the latest UK activation from OREO as part of the brand’s collaboration with Warner Bros. for the upcoming epic movie, THE BATMAN, in theatres locally on 4 March.
A limited run of packs featuring OREO cookies embossed with an image of the Batman will be rolled out to UK stores as part of the campaign. To promote these, Digitas has created a special build that showcases a huge 3D Batarang, in the same design as featured in the new film, dramatically embedded in a billboard after having split a massive 3D OREO cookie completely in two.
The 3D OOH activation is unique to the UK and will run across sites in London, Birmingham, Manchester and Glasgow until 14 of February, to support the launch of OREO x The Batman partnership. The work forms part of a wider integrated campaign created for OREO by Saatchi & Saatchi Düsseldorf running across multiple regions.
The OREO target audience have grown up with Batman and this activation capitalises on that by bringing to life one of the iconic DC Super Hero’s most recognisable calling cards and putting it – quite literally – in the middle of an OREO biscuit.
Rafael Espesani, OREO Senior Brand Manager, said: “We wanted to create something that immediately lands our partnership with THE BATMAN, by bringing the brands together in an original way. It is instantly recognisable and helps us drive cultural relevance and excitement, while making the OREO cookie look delicious and cool.”
Lawrence Tapper, Warner Bros. UK, Director of Commercial and Marketing Partnerships, said: “In an unprecedented year for Batman, this partnership exemplifies the creative excellence our characters inspire. OREO is a fantastic partner and this imaginative execution captures both their playful tone and the grit of our iconic superhero.”
Digitas UK collaborated with media agency Carat UK and production company MediaCo, as well as Elvis and Tin Man PR, on the project.