23 Jun 20th Century Fox shelters commuters as Ice Age weather hits Sydney
Adshel has partnered with 20th Century Fox for the launch of Ice Age: Collision Course, converting a bus shelter at Top Ryde City shopping centre into a winter wonderland, to drive families into cinemas during the cooler months.
With winter-centric creative, 20th Century Fox created an immersive experience, bringing to life the essence of the Ice Age story, in a high traffic location. Featuring ice laden seats, icicles falling from the bus-shelter’s roof top, and encompassed in a bespoke creative wrap, this Adshel bus shelter will entertain commuters while protecting them from the winter elements. With a clear call-to-action, and featuring the familiar faces of the Ice Age herd, this activation will ensure commuters and shoppers cannot miss this cinematic experience this winter.
Managing Director of 20th Century Fox Australia, Marc Wooldridge, said; “Ice Age is one of the most popular animated franchises of all time and so we have looked for engaging and unexpected opportunities throughout the campaign to get cinemagoers excited about the latest instalment, “Ice Age: Collision Course”. The Adshel bus-shelter creative capitalises on the fun of the movie and its beloved characters and we hope it will really grab consumers’ attention, in a way that goes above and beyond your standard out-of-home placements. The timing is perfect – with winter upon us, and it’s worked a treat for this release”.
Adshel’s Sales and Marketing Director David Roddick said: “Adshel has a great partnership with 20th Century Fox, and we’re always keen to see the innovative and exciting content they’re bringing to the market, as it works so well with out-of-home media. This Ice Age activation is a perfect example, displaying the best of Adshel, and how our broad range of products can cut through in a crowded market to drive interest and engagement.
In addition to the Adshel execution, 20th Century Fox will support the campaign across out-of-home, TV and online, to expand the campaign’s reach.
The Top Ryde City campaign is live until Sunday 3 July.
Creative agency: Kudos
Media agency: Zenithoptimedia
Production: Adshel in-house