March for Giants Wins With Interactivity

Several creatives who were interviewed at the Cannes Festival three weeks ago mentioned  The March for Giants as an outstanding out of home campaign which took advantage of a couple strengths of digital billboards: interactivity and worldwide reach.

The campaign was designed by the London’s 18 Feet & Rising to call attention to the impact of poaching on dwindling elephant populations.  A herd of elephants starting trekking across digital billboards in Hongkong (March 23 morning), New York (March 23 evening), London (March 24), Birmingham (March 25 and Manchester (March 26).  When people donated money in response to the digital ads, an elephant with their name on it joined the herd

You can see a 2 minute video summarizing the campaign below.  Kudos to 18 Feet and Rising, Ocean Outdoor and The Alliance, an international network of digital out of home screens for a terrific campaign.

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