Since her first appearance on the cover of DC’s All Star Comics #8 in 1941, Wonder Woman has been loved by generations of comic fans. 75 years after her debut, the superhero finally took the lead in her own blockbuster.
With an unashamedly female lead, promotion of the film needed to be genre-busting, not just for girls, but for anyone who loves a badass hero. With Wonder Woman aiming to be the film everyone was talking about in 2017, we needed to create the OOH campaign everyone was talking about.
OOH is always a key channel for Warner Bros. due to its ability to deliver broadcast reach, drive of brand fame, and generate buzz and excitement prior to any films release.
Alongside a national campaign, we used OOH’s biggest traditional format for our 3 x Amazonian-sized bespoke builds. Our eponymous superhero took centre stage, wielding her shield and bursting out of the 96 sheet’s borders, while her famous lasso was brought to life using ultra-bright LED bulbs the entire length. Finally, a giant 3D replica of the WW symbol completed the striking installation.
The special builds brought Wonder Woman alive via an original and visually striking creative execution that aligned perfectly with the overall communications strategy of being bold, fierce, and fearless.
It further captured the hearts and attention of fans around the country, with people actively sharing images of the installation across all online platforms. Wonder Woman easily claimed number one spot at the box office on opening.
“We wanted a bold, fierce and fearless marketing campaign to demonstrate everything Wonder Woman stands for and we felt this OOH idea and all the creative thinking that went into it, totally nailed that brief.”
Luisa Cotrozzi, Warner Bros.