To showcase the incredible creative opportunities of Out-of-Home, the BBC has created a gothic masterpiece to mark the arrival of Dracula. This campaign sees Dracula emerge as a haunting silhouette as the sun goes down.
During the day passers-by see billboard that are stabbed with stakes - alluding to the action of vampire killers. Yet, at night a light at the side of the billboard turns on, and viewers realise the stakes have been placed with the utmost intention so that their shadows recreate the face of the TV series' blood-thirsty villain.
To heighten the spooky billboard, beneath stands a 'break in case of vampires' box that contains a pointed wooden stake, ready to stab with.
Chris Hooper, head of marketing at BBC One, said: “Coming from the makers of Sherlock, this version of Dracula is laced with dark humour and rock star swagger. We wanted our campaign to reflect Steven and Mark’s fresh take on a classic character, so each element has been designed to surprise - from the cheeky campaign line, 'Bloody Legend', to the use of ‘Lust For Life ‘on the trailers, and this special build, which takes a playful, tongue-in-cheek approach to the legend.”