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As The Odyssey Hype Builds, Dubai Gets a Die-Cut Billboard Worth Looking Twice At
When a Christopher Nolan film is on the horizon, every piece of marketing becomes part of the conversation. From Universal Pictures Middle East, the marketing surrounding his newest film, The Odyssey, is quite clever, taking over the new outdoor campaign in Dubai with die-cut billboards.
Now available in Vox Cinemas all over the UAE, the latest entertainment is drawing quite an interesting attention with its glossy and star-studded cast, featuring Matt Damon, who plays the lead role of Odysseus, king of Ithaca. Other members of the cast include Tom Holland, Anne Hathaway, Robert Pattinson, Zendaya, Charlize Theron, and more. The story focuses on Odysseus's long journey back home after the Trojan War where he has to deal with mythological creatures and challenges in order to meet up with his wife Penelope.
People were talking about the release even months before the official launch. The campaign breaks away from the traditional, rectangular format of a billboard, designed in such a creative way that the viewers can hardly ignore them. This ad uses a die-cut silhouette of the central character, Odysseus, extending beyond the frame and creating a three-dimensional effect that immediately catches the eye
This is a relatively simple idea but it completely alters the way the audience experiences the marketing message. The die-cut design technique imparts depth without making the visual design feel cluttered, making it possible for the viewer to be pulled in while respecting the film’s dark aesthetic theme. It demonstrates the expectations about the scope and scale of Christopher Nolan’s movies already associated with this filmmaker.
This campaign has come at a time when the buzz surrounding The Odyssey spreads like wildfire. Ever since the announcement of the project, fans have been following all casting news, photos, and announcements. Hence, it can be said that rather than introducing viewers to the film, the billboard adds to the already known information about the film.
The billboard also understands the fact that more people take photos of outdoor ads nowadays. Its three-dimensional design provokes people to take pictures from different angles and share them online thereby increasing the ad’s impact.
As competition for attention only intensifies, it’s the tiniest creative decisions that can make the biggest difference. In this case, simply breaking the frame turns what could have been a run-of-the-mill movie billboard into something that feels far more memorable. Sometimes, that's all it takes to make an outdoor campaign different.
The creative concept campaign landed on Dubai’s uni-poles in the fourth week of July.
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