Grand Visual was pleased to work with Havas Media and Talon on the Creative Out of Home element of the campaign which received Campaign’s Ad of the Day.

With the Paris 2024 Paralympic Games just under two weeks away, John West – the UK’s leading tinned fish brand and trusted household name- has launched a new campaign to celebrate the strength of ParalympicsGB athletes, and their role as proud protein partners of ParalympicsGB.

Building on John West’s brand positioning ‘EAT STRONG, GO STRONG’, the campaign showcases the power of natural protein, and how it fuels you to be strong, in whatever you do.

To relay this message, the campaign humorously dramatises the effects of John West’s natural protein on ParalympicsGB athletes via a bespoke special build with a life-sized javelin peeking out, with supporting copy ‘’warning, protein-fuelled javelin throwers are getting serious air miles’’. The special build sits alongside a number of DOOH, which feature other sports, including cycling and shotput – further playing on the effects of John West’s natural protein.

The media plan, developed by Havas Media UK, strategically positions the special build across three screens in major UK cities to ensure nationwide visibility. Key commuter spots have been selected to maximise exposure, including The Pump Station by Westfield London, Pin Mill Brow in Manchester and New Moseley Road in Birmingham.

The campaign also includes a series of humorous TikTok videos, which sees three ParalympicsGB athletes; Kadeena Cox, Para Cycling and John West protein Ambassador, Nathan MacQueen, Para Archery and Hollie Arnold , Para Athletics, not realising their own strength – lifting up cars and retrieving their equipment from people’s gardens. Filmed in an undercover style way, the videos utilise the popular doorbell footage TikTok trend and showcase a range of Paralympic sports.

In February 2023, John West Foods was announced as an Official protein partner of ParalympicsGB. The four-year partnership with ParalympicsGB, covers the Paris 2024 Summer Paralympics and the Milan-Cortina 2026 Winter Paralympics, as well as activities outside of the Games period. This long-term partnership will bring to life the brand’s ‘Eat Strong, Go Strong’ message and further amplify John West’s protein credentials.

Vicki Maguire, chief creative officer Havas London said: “This campaign is fuelled by natural protein…bringing a touch of humour, while getting behind our ParalympicsGB athletes, to bring home the glory….’’

Vikki Babb, John West International, Marketing Director added: “We are extremely proud to be partnered with ParalympicsGB and are excited to be supporting the team on their road to Paris. The campaign perfectly brings together the John West tongue in cheek tone of voice and benefits of our natural protein.”

Andrew Darby, Managing Partner, Havas Media Network said: “We’re honoured to work alongside our sister agency, Havas London to support John West’s journey in celebrating and empowering ParalympicsGB athletes through the power of natural protein. This campaign truly exemplifies the synergy between creativity and strategic media planning—by positioning this captivating special build in central locations across the UK, supported by this engaging multi-media campaign, we will together ensure maximum visibility and inspire nationwide support for these incredible athletes.”

The campaign is live from the 12th of August, kicked off by the special build, followed by the DOOH on the 19th of August. The TikTok films will be live across the summer and throughout the Paralympics.

– CREDITS –
Project name: John West Paralympics – Eat Stong, Go Strong
Client: Vikki Babb (International Marketing Director) & Laura Cooper (Marketing Manager)
Creative agency: Havas London
Chief Creative Officer: Vicki Maguire
Creative Director: Dave Mygind
Copywriter: Joe Roberts
Art director: Doug Redfern
Managing Partner: Dave Owen
Account Director: Andrew Symonds
Senior Account Manager: Rica Dezoller
Head of Production: Louise Bonnar
Agency Producer: Ella Myerscough-McClymont
Senior Integrated Producer (print): Kat Loizou
Creative Production Director: Dean Trendler
Strategy Director: Jack Lewis-Barclay
Chief Design Officer: Lorenzo Fruzza
Design Director: Josh Toogood
Designer: Morgan Shipley
Designer: Walt Gregory
Media agency: Havas Media UK
Outdoor partner : JCDecaux Creative Solutions
Outdoor partner : Talon
Outdoor partner: Ocean
Production company: Prose on Pixels
Director: Doug Redfern & Joe Roberts
Executive Producer: Ben Kaufman
Producer: Rosie Smith
Production Assistant: Ella Higgins
DoP: John Fisher
Editor: Navid Khayati-Daryan
Post-production: ELMNTL
Post-production producer: Jenna Le Noury & Rose Crisp
Post-production (OOH): Prose on Pixels
VFX: Antonio Jimenez + Mustafa Pertev
Colourist: Henry Howard
Soundtrack composer: N/A
Narrator / VO: Joe Roberts
Audio post-production: Joe Marsden

Land Rover Special Build OOH

Land Rover is promoting the all-new Range Rover Sport with a special build digital outdoor campaign featuring an accelerator pedal, responsive interactive content and directional sound. The campaign aims to deliver the speed and thrill of the SUV’s powerful 5.0 litre Supercharged Engine to business travellers at Gatwick, Manchester and Stansted Airports over the next four weeks.

The campaign was devised by RKCR/Y&R, with production and creative technology overseen by Grand Visual. The specially adapted Digital Eyelite screens invite passers-by to “Push the pedal hear the engine.” When the pedal is pressed the user hears the sound of the engine revving and on-screen content is activated to visualise the acceleration of Land Rover’s most responsive vehicle to date.

The creative technology solution saw each Digital Eyelite unit fitted with the accelerator pedal and elements of the interior of the all-new Range Rover Sport. Each unit was also fitted with directional sound speakers so that only the person interacting can experience the full impact of the revving engine. The bespoke digital outdoor activation was planned and booked by Mindshare and project managed by Fuel, Kinetic’s creative and innovation hub.

Lynx Apollo astronaut takes over Westfield shopping centre with experiential digital OOH campaign
As part of the marketing outreach for Lynx Apollo, a 35-foot astronaut was unveiled at Westfield London – the largest interactive digital out of home special build to run in the UK.

Lynx Apollo Astronauts pose outside of Big Ben

Shoppers were given the opportunity to upload their picture by email or text to see their face displayed in the visor of the giant astronaut moments later!

The digitally activated campaign was devised by Grand Visual with tech build and execution in collaboration with Kinetic Fuel and interactive delivery via OpenLoop. Participants submitting via email will automatically receive an in-situ photograph of themselves starring as the astronaut to socially share online with friends and family. Additional content is running on screens across the shopping centre featuring Lynx ads populated with the images of people who have already participated.

Man takes a picture of the Lynx Apollo Astronaut at Westfield shopping centre

The huge 2 tonne spaceman is the latest epic experience from the male grooming brand which is encouraging entries to the Lynx Space Academy competition which will ultimately send one lucky winner on a trip to space. The 2 week campaign was planned and booked by Mindshare and Kinetic and is closely integrated with Twitter and Facebook activity and supported by proximity texts.

Nothing beats and astronaut Interactive DOOH

To support the epic Lynx Apollo launch, ‘Astronaut Me’ is an interactive digital outdoor initiative that kicks off today on mall screens and digital bus shelters across the UK. The interactive installations allow boys (and girls) to put themselves in the creative as the hero astronaut accompanied by two Lynx girls.

All the pictures generated by the interactive bus shelters and mall screens will be posted to Lynx UK’s Facebook gallery where users can tag themselves and share with friends. The interactive app was built by Grand Visual with the studio shoot directed in partnership with Minds Eye Media, the UGC is delivered via OpenLoop, and the activity planned and booked by Mindshare and Kinetic.

The final part of the OOH campaign outreach starts next month and will include a Lynx ‘Space Academy’ shuttle travelling to the Westfield London plus digital activity that allows consumers to use their mobile phones to post their face onto a giant inflatable astronaut. More on this nearer the time!