Rocky trains on the Tube escalators

Rocky Balboa Campaign

Grand Visual has created a multi-screen outdoor digital campaign for 20th Century Fox’s film title Rocky Balboa. As an exclusive launch partner for the roll-out of CBS Outdoors expanded screen network this month, 20th Century Fox’s Rocky Balboa campaign can be seen across the network from the 1st until the 14th January.

The campaign creatively mimics the iconic film sequence where Rocky is running up stairs during one of his punishing training regimes. The creative consists of 11 separate panel executions and gives the impression that the boxing legend is running up the escalators alongside London’s commuters.

As part of CBS Outdoor and 20th Century Fox’s partnership, Grand Visual has also created separate campaigns for film titles Eragon and Night at the Museum all booked through outdoor specialist Gen. The launch deal represents a significant commitment from a film and entertainment brand to this new outdoor digital format.

Duncan Twells from 20th Century Fox commented: “At 20th Century Fox we are continually striving to explore and trial new and progressive media platforms. The Rocky creative effectively retains the attention of London’s commuters as the boxing legend jogs alongside them on the escalators.”

Nick Maddison from outdoor specialist Gen OMI commented: “Using a content specialist for this platform is essential and Grand Visual has provided the knowledge and expertise to create teasers that make the best use of this innovative medium”.