Pennywise marketing by the IT movie marketers
This will be a testing week for anyone who fears clowns, Dr Mumbo suspects.
For sufferers of coulrophobia, Thursday’s release of the Village Roadshow Films distributed movie IT will make it a marketing blitz to remember.
Dr Mumbo had already been impressed by the impact of hand-painted billboards for IT, featuring supernatural monster Pennywise the Clown.
But today saw the most iconic image from the Stephen King novel brought to life: a red balloon emerging from the drain.
A team of guerrilla marketers clearly got out of bed early this morning.
By breakfast time near Dr Mumbo’s office – and presumably in CBDs across the country – the drains have red balloons floating in front of them.
Everything floats in Chippendale’s Central Park
Dr Mumbo suspects that few media budgets will be invested more (penny)wisely than purchasing a few red helium balloons and a stencil.
Balloon marketing on Cleveland Street
He can only keep his fingers crossed that they don’t now go and spoil it all by organising a clown flash mob.
When Pennywise came to Abercombie Street
(Dr Mumbo would love to give credit where it’s due. Mumbrella’s been asking the media agency involved for details of who’s behind the painted poster for the last week, but it hasn’t yet been able to answer the question. Do let us know in the comment thread if you know who deserves the kudos.)
You’ll float too. You’ll float too. You’ll float too. Watch the official trailer for #ITMovie, in theaters September 8. pic.twitter.com/m60CHKwDUO
— IT Movie? (@ITMovieOfficial) July 27, 2017
Thanks for the great write up. I’m the marketing Manager at Village Roadshow behind this campaign, happy to share with you details of the campaign. Please email any questions.
Love it. Nice work @Stacie Beeksma
That mural looks like its by Scottie Marsh
Artist is Scott Marsh: https://www.facebook.com/scottmarshart/
I have a fear of clowns. Especially those in marketing.
Well played Stacie. So well played. Love it.
Genius!
Great job Stacie!
Stacie, well done. Saw this around Martin Place – in front of the crossing on Pitt st in on the sewer grate in front of the GPO building … thought it was the member of the public having a joke, had a bit of a chuckle -This is pure genius!
no agency involved?
Thumbs up
Hi Stacie, love the murals but I sincerely hope that you will be removing these balloons once the promotion is done otherwise they will just end up as litter and make their way into Sydney’s waterways where they can potentially kill bird & sea life. Balloons released in Sydney have been found as far away as Lord Howe Island. Here are some articles on the devastating impact that balloons have on the environment including credible research done by the CSIRO
http://www.huffingtonpost.com......_21719802/
https://www.penguins.org.au/news/new-news-holder/new-news-page-2/
http://www.huffingtonpost.com......_23062237/
Because balloons… they all float down there.
Know me? You’ve never seen anything like me. I am the Alpha of Alphas. I am the apex of apex predators! I am Death, destroyer of worlds! I am the Demon-Wolf!
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how dare you not submit my comment. DO YOU KNOW WHO I AM? DO YOU!?
It is a great campaign, but I’m interested to know if the balloons will be collected when they deflate before they head into the waterways……
I have a question – did anyone in your team flag the environmental concerns resulting from this campaign? It’s littering.
Artwork advertising… have you seen what’s just happened in Newtown
Great piece of marketing, orginal, simple and contenxtual!
Well done Stacie. A great bit of marketing. You couldn’t have got a better artist to do the job.
My only addition would’ve been some little kids in yellow raincoats each holding a paper boat (supervised, of course).
Hey guys, here’s a 7 part series of the clown murals including interviews with each artist!
https://www.youtube.com/playlist?list=PLbhFvCYjKk0ev3a9lRm-DFtHh94iY3wMJ