To promote 20th Century Fox’s new movie The Greatest Showman, Branded Cities filled a concourse of Toronto’s Union Station with an out-of-home (OOH) activation on Dec. 18, blending digital OOH (DOOH) advertising with live acts by circus performers.
The movie is an original musical starring Hugh Jackman as P.T. Barnum, who started the Barnum & Bailey Circus, so the activation in the station’s York Street concourse featured a stilt walker, a juggler (pictured) and two acro-contortionists. Digital columns (example pictured) complemented the performances with footage from the movie.
“The film focuses on the power of uniqueness and inclusion,” says Costas Andreopoulos, vice-president (VP) of marketing for 20th Century Fox. “This activation made a lot of sense to us, as a visceral example of individuality in a shared space.”