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To promote the release of their latest film ‘Wonder Park’ (out 8 April), Paramount Pictures have taken over Waterloo with a vibrant two-week campaign, featuring a swooping coaster and vinyl wall design occupying prime space between the site’s attention-grabbing 48-sheets and D48s.
In a busy commuter space teeming with activity, Waterloo is a fitting location for a campaign that brings both the characters and feel of the movie to life. The build features the central characters travelling on a roller-coaster across billboards, while the central vinyl wall is unavoidable for those walking past or through the tunnels.
Set to be a family-favourite for the Easter period, Wonder Park tells the story of a young girl’s imagination coming to life when she stumbles across the theme park she once created as a small child. Re-invigorating her early dreams, the larger-than-life theme park takes viewers on a roller-coaster of excitement, fun and adventure.
Starring Jennifer Garner, Kenan Thompson, Mila Kunis and Ken Jeong — the film’s characters bring buzz and laughter, unravelling a story that will keep the whole family entertained.
Primesight’s Waterloo Domination bridges the gap between the typical outdoor advertising billboard and the local environment — a way for the campaign to extend its message far beyond the usual 48 or 96-sheet frames. Brightening up the area with its colourful mural, the Wonder Park campaign will have kids pointing and eyes following the coaster’s journey throughout the Easter break, while schools are closed and families make the most of the Capital.
Wavemaker's communications planning account director, Hollie Dobson-Bean said, "We felt the Waterloo Domination was the ideal site in the OOH media landscape to deliver on our objectives for this release: making a huge impact and bringing the Wonder Park characters to life. By activating a media first in taking over the archways of Waterloo with vinyls and 2D cut-outs we were able to bring wonder to consumers on their daily commute and disrupt their usual routine to take notice."
Primesight’s business director, Toby Fairlamb said, “We’re delighted to work with Paramount on their release of Wonder Park. Waterloo is the UK’s busiest rail station and Primesight’s Waterloo Domination provides the ideal platform to help brands disrupt Londoners with an impactful and high frequency message. We have pushed the boundaries of creativity with this campaign, bringing a little bit of Wonder Park’s magic to life with a bespoke takeover.”
You might not be able to get a ticket for this roller-coaster, but you can certainly get one for the film.