Thursday, January 09, 2020
BBC's 'Dracula' Gets Push with Clever Marketing Campaign
mymodernmet.com: Bram Stoker’s Dracula is a well-known tale, which is why ad executives in the UK needed to get creative when coming up with a campaign for the BBC’s new series. Dracula premiered on New Year’s Day and in the lead-up to the event, BBC Creative dreamed up an eye-catching billboard that gets spookier as the sun goes down.
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4 comments:
Whoever designed this billboard needs a raise. Completely removed from the story of Dracula, the billboard is still genius. The way that the stakes are accurately placed so they create a shadow of a man's face when the light shines on them is so accurate. When you apply the design to the story of Dracula, I do not even know where to begin. They could have used anything to make the shadow, but they decided to use bloody stakes. They seem randomly and frantically placed, which is what they would look like when used to kill a vampire. They also coincide with the box underneath the billboard that states: "In Case of Vampires, Break." This allusion to the popular fire extinguisher glass boxes brings the presence of Dracula into the real world. And, of course, the shadow of Dracula appearing when the sun goes down is pinnacle genius. I feel like this billboard within itself is an episode of the show.
Everyone loves a good design concept. This one is one of the coolest ones I've seen recently. I like gothic visuals and designs that move with changes in the environment, so this Dracula billboard design really hit my sweet spot. Not only does Dracula's silhouette appear over time, it appears as night falls and day fades, just like a vampire would. And the fact that you have to wait so long, all day, for its true nature to be apparent is really something. Also a huge fan of the glass box with the stake, which otherwise would have held, presumably, a fire axe or fire extinguisher, gives the classic Dracula a modern kick. This advertisement actual piqued my interest, and I am actually considering getting into the show, whereas before it had just been a passing thought, just another show Netflix is producing. So I am a testament to how well this ad works.
Ok, this is sick. We are so used to signs and advertisements being one dimensional that even just the fact that there are things sticking out of this one is really innovative for signs today. However, the element of light to this ad just sends it WAY over the edge. I hadn't even heard that a Dracula series was coming out, but I really hope that people will get excited about it and that it will do well just so that this person's work is rewarded. I am also really excited by this because now that someone has done this, other designers of advertisements will (hopefully) have the confidence to push the boundaries of what we expect an ad campaign to look like. It is so exciting to see what people can do once the ideas of what is acceptable are broken, although it is a shame that it has taken so long for someone to create a billboard that is so successful at using light.
I haven’t seen this show, but this is a really fun and interesting billboard. While seeing the effect progress in fast-motion, I am curious to know how well this design is perceived as an interesting concept when being viewed at any given point by a passer-by. The fast-motion shows very clearly what is happening, but once the sun has set, will someone who passes by the sign be aware of the effect that is transitioning throughout the day? How effective is the advertisement during the day while there is a blank spot in the middle? These are questions that I find interesting to consider when thinking about the overall purpose of the sign. On the other hand, the fact that this news article has garnered this much attention also effectively broadcasts the purpose of the billboard, which makes it more effective. Nonetheless, it is really clever how the billboard was designed and constructed to complete this transition throughout the course of the day and into the night.
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