Borderlands Takes Over UK Malls

We set off on an epic journey of our own to deliver multiple mall takeovers for Lionsgate as they brought their movie adaptation of the popular gaming franchise, Borderlands, to UK cinemas.

Creating key statement pieces to anchor their national activation, Borderlands took ownership of two of the UK’s most prominent retail destinations; Manchester Arndale and Bullring, Birmingham.

The campaign compiled multiple formats, including:

Adlift takeovers

This included running multiple creatives across banks of lift doors, introducing the entirety of the star-studded main cast. The interiors of the lifts were also then full wrapped in Borderlands branding and featured straplines that contextually married the medium to the message, including “Teleporting To The Next Floor?”, “Push The Button” & “Reach The Top”.

The lift site takeovers were then completed with a Media Wall surround wrap, offering large-format standout as part of an actively consumed medium.

Panoramics

We took large-format impact to another level, quite literally! Our Panoramic site at Manchester Arndale scales over 5 levels of the centre inside the main central atrium. This gave the Broderlands campaign a platform that towered above the retail audience with scale and stature that could not be matched.

Banners

Our hanging Banner locations gave the campaign key presence in the direct eyeline of audiences as the move throughout the mall, attracting eyeballs from both far and wide and in all directions.

Our unique Atrium Banner at Bullring, Bimringham provided additional impact, stretching out between two levels of the mall and delivering messaging to audiences both above and below.

Orbit DOOH

Our Orbit DOOH screens provided national coverage for the campaign, offering both large format landscape and portrait D6 displays in over 15 of the UK’s most popular  retail destinations.