Bram Stoker’s Dracula is an immortalised character in popular culture. Countless TV shows, movies and productions featuring the count, meant that the stakes for the BBC’s latest show were high. Hammering home the vampire myth that they only come out at night – BBC Creative came up with an idea inspired by artwork created by shadows. Meaning, for this campaign, Dracula’s terrifying silhouette only appears as the sun goes down.
The builds were comprised of a cluster of 3D bloody stakes; unassuming by day. But as night fell, the Prince of Darkness arose from the stake-impaled canvas. His shadowy silhouette unmissable to those who walked by. The innovative execution saw an amazing response from the public, driving huge earned reach across social and publisher platforms, trending across Reddit’s homepage, with exposure across both the national and industry press.
- 43K Social Posts
- 22M Global Social
- 40+ Articles written about the billboard
- 60% John Lewis Christmas AD chatter with 0.24% of the spend.