THE HUNGER GAMES

THE BRIEF

Roadshow wanted to do something a little different with their The Hunger Games Street Poster campaign in 2014. Working with OMD we were tasked to execute a mock vandalism campaign across the national poster network and spray paint the iconic Mocking Jay symbol over all posters. This was to signify that the vigilante group had risen up and The Rebellion was upon us – bringing the themes of rebellion from the film to life.

THE RESPONSE

After installing the regular run of street posters, we had a guerrilla marketing team go out overnight and turn the posters from the clean, white propaganda of The Capital to the defiant symbol of the The Rebellion.

THE RESULT

Both the client and agency were extremely happy with the results of this campaign; it was talked about at a grass roots level and reached a wider audience due to the unique execution of the job. The campaign ran nationally for 2 x weeks and was posted across over 1200 sites.

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