The Shallows required a cost effective outdoor ambient campaign that would get high visibility while communicating the danger of having a shark nearer to us than we think.
“What was once in the deep is now in the shallows.”
We created street art with 3D effects on roads and walkways across the city.
The street art featured a puddle from which the shark from the movie was coming out with it’s jaws open.
The movie branding and release date were also mentioned on the graphic.
People stopped to engage in their own way with the art.
Some cast curious glances while some posed to get their picture taken and there were those who took selfies against the artworks.
Around 30000 people engaged with the campaign artworks.
Another 6 lakhs witnessed the artworks at various locations.
There was a lot of word-of-mouth and press coverage
The activity escalated the awareness and anticipation for the movie.