The challenge

When Warner Bros. Discovery set out to promote Twisters, the highly anticipated reboot of the 1996 classic, they needed more than just a traditional campaign. The challenge was to create a disruptive OOH activation that would not only capture attention but also spark conversations among the target audience.

With audiences constantly bombarded by movie promotions, the goal was to stand out in a way that felt bold, immersive, and aligned with the film’s high-intensity themes.

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The solution

To mirror the movie’s destructive tornadoes, we transformed a traditional 2m² unit into a visually striking installation, turned completely upside down. Placed in front of the high-footfall Docks Bruxsel shopping mall, this unexpected spectacle gave the illusion of being ripped from the ground by a storm.

This activation was supported by a nationwide OOH and DOOH campaign, amplifying visibility across Belgium.

The campaign was executed in collaboration with Warner Bros. Discovery, billups, Omnicom Media Group Belgium, and JCDecaux, ensuring maximum reach and impact.

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The results

• Massive social media buzz: The upside-down installation sparked global engagement, with internet users debating whether it was real OOH or digitally manipulated, fueling viral conversations.

• Increased visibility & engagement: The creative display drew crowds and enhanced the effectiveness of the broader OOH and DOOH strategy, driving more impressions across Belgium.

• Industry recognition: The campaign was celebrated for its bold creativity, showcasing how innovative OOH can captivate audiences and drive engagement.

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