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Outdoor
Channel 4 / Somewhere Boy: Somewhere Boy, 2
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An attention-grabbing billboard stunt by Channel 4’s award winning in-house creative team has brought the broadcaster’s newest drama Somewhere Boy to life. The outdoor campaign by 4creative has portrayed the series by physically boarding up an out of home site to hide the hero of Somewhere Boy behind a real lattice of wooden planks, complete with nine inch nails. Installed on Wednesday last week in a site between the Bullring and New Street Station in Birmingham city centre, the motion billboard has changed day by day to gradually reveal Danny who can be seen cautiously looking out at the world through gaps in a boarded up window. 4creative has worked with Talon, Grand Visual and Ocean on the project, with media planning and buying by OMD. Channel 4’s compelling eight part drama Somewhere Boy tells the story of Danny who has spent his whole life inside a house in the middle of nowhere, convinced by his Dad that the world outside is full of monsters waiting to take him away, just like they took his Mum. For eighteen years Danny and his Dad stayed in, cocooned from the world. Until one day Danny has to leave the house and everything he’s ever known explodes in an instant, and he has to come to terms with a world he never knew existed. Commuters passing the special build in Birmingham could catch glimpses of the central character Danny peering out with a mix of fear and curiosity. Day by day he gradually became more visible as planks were removed overnight, until the full reveal yesterday (Sunday 16 October), the day of the first episode going out on Channel 4 and all episodes being made available on All 4.
Senior Project Manager: Olivia Jones Related |
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