Zenith and Google collaborate on public art installation with input from BFG director Steven Spielberg, actor Mark Rylance and a host of celebs
This summer, global media agency Zenith is partnering with Google to promote The BFG Dream Jar Trail, a new public art installation, inspired by Entertainment One’s highly anticipated release of The BFG. Zenith was responsible for the overall media campaign strategy for the film release, which incorporated the use of Google’s ground-breaking Nearby Notifications technology, the first commercial use of the technology in the UK.
The Phiz-Whizzing Technology
Ahead of the film’s release on July 22nd, Entertainment One worked with London & Partners and Save the Children and Zenith to launch the public art trail. This unique “Dream Jar Trail” art installation will showcase the childhood dreams and aspirations of a host of well-known personalities such as Steven Spielberg and Mark Rylance¹ in 50 giant 6 foot jars placed at famous London landmarks including Trafalgar Square, St Paul’s Cathedral, The Tower of London, Leicester Square, The Emirates Stadium and several other locations across the UK.
Google’s Nearby Notifications technology will enable consumers to receive a notification on their Android handset when they are within 15 metres of the jars. Without having to download an app, the subtle push notification will inform consumers Dream Jars are within walking distance. Fans will be able to click through to a wide range of digital content, including further information on each of the jars, the Dream Jar Trail and the film’s release.
A collection of Dream Jars by Buckingham Palace
All Android handsets, when Bluetooth enabled, have the ability to be part of The BFG Dream Jar Trail, increasing the reach and depth of the experience. iPhone users digitally discover The BFG Dream Jar Trail by opening Google Maps or through Google Now Cards when in close proximity to a jar.
Steven Spielberg's sweet dreams...
The installation launches on Saturday 9th July and will remain in place until Wednesday 31st August. Following the campaign, the Dream Jars will be auctioned by Paddle8 to directly support Save the Children, who work to give children around the world a healthy start in life, the opportunity to learn and protection from harm, and Roald Dahl’s Marvellous Children’s Charity, a UK-wide specialist nursing programme.
The Giants are Here Media Campaign
The Google partnership for the Dream Jar Trail is part of a wider media campaign strategy, The Giants are Here, in which Zenith planned a campaign to represent the scale and excitement of this blockbuster release. A TV promotion with ITV is another highlight of this campaign and is a further extension of the Dream Jar Trail. Entertainment One worked with ITN Productions to create a series of ‘Breaking News’ alerts, which feature a news anchor reporting on giant footsteps in the capital, an interview with a child’s sighting of the BFG’s Snozzcumber and a Dream Jar containing Sophie’s dream by the river at Southbank. These ‘Breaking News’ alerts will be appearing on primetime ITV shows in the coming week, as well as social channels and in native online content.
Inside the dreams of an astronaut... Buzz Aldrin's Dream Jar
Bosco Tench, Planning Manager at Zenith said: “The BFG is a classic British story, authored by one of our national treasures; we’re incredibly excited to get the opportunity to launch the campaign. In partnership with Google, we used our owned-first planning approach to devise an innovative campaign for Entertainment One that would extend the reach of their experiential activity and encourage engagement with The BFG campaign at all stages of the consumer journey.”
Game of Thrones star Maisie Williams dreams deep
Kezia Williams, Head of Theatrical Distribution at Entertainment One UK said: “The BFG Dream Jar Trail is a hugely exciting initiative. Not only does it offer the perfect way for us to engage with the audiences ahead of the film’s launch, but it also presents a fantastic opportunity to make use of innovative technology to offer consumers a wealth of digital content. We have a longstanding relationship with Zenith; the agency is an integral part of the campaign, being instrumental in bringing the trail to life and devising the ad campaign to support the film. We’re really looking forward to seeing the public reaction to The BFG Dream Jar Trail which we hope will inspire people to protect the dreams of children no matter where they are.”