Sony needed creative that combined product imagery with the Spider-Man promotional imagery to create striking and engaging Point of Purchase (POP) and Point of Sale (POS) displays in their pan-European Gold Spaces in order to promote this initial offer.
The huge front face of the HDTV packaging is an ideal carrier for promotional displays, and provides huge visual impact in-store.
So we combined the stunning imagery for Spider-Man with product shots to look like he was jumping from the HDTV screen with the New York skyline at sunset as a backdrop.
Design and artwork was created for the giant on-pack stickers and slip cases where product packaging required it, along with 1.6m FSDUs (or totems) with Spider-Man cutouts. Smaller on-pack stickers were also created to illustrate the different offers available with each product.
This promotion was a much bigger campaign. The number and variety of Sony products involved in the promotion meant many more deliverables - and this was multiplied by the need for virtually all POS & POP to be translated into eleven languages.
Imagery was created to show each product with The Amazing Spider-Man key art in an engaging and creative composition.
Creative for eleven master UK English deliverables were designed and artworked and, following approval, translated sets were created for all European territories.
We created the following items: 1.6m totems, product carton pallets, wobblers, giant stickers (that covered an entire side of existing theatre-system packaging), on-pack stickers, sleeves that wrap Blu-ray player packaging, and shelf barkers for product displays.