MAY 2022

Actions on our Screens

The exoticism of Morocco comes to Callao square

Thanks to a 3D campaign on the screens of Callao City Lights

La Oficina Nacional de Turismo de Marruecos  has launched a spectacular 3D campaign on the screens of Callao City Lights with the ambition of making Morocco the preferred destination for travellers and attracting new generations of tourists. The Plaza del Callao thus becomes, for a time, the Spanish showcase for Morocco’s tourist offer in three dimensions, thanks to this piece designed by  BCN Visuals and managed by  Irismedia.
The action, which conveys the brand’s new positioning, is part of a powerful international campaign broadcast in some twenty countries; in Europe, the United States, the Middle East and Africa. The 3D ad is also broadcast in other iconic outdoor advertising locations such as Times Square (New York/USA), Piccadilly Circus (London/England) and Via Dante (Milan/Italy), as well as in other cities in the UK. The 3D outdoor campaign enhances the dynamism of the spot with elements such as a blue windswept veil that appears to rise from the Callao City Lights screens, immersing us in the diversity, energy and colour of Morocco. The creative ends with a trail of petals that seem to flutter off the screen, coming from the last scene shown, a green landscape strewn with flowers. Kingdom of light Under the slogan ‘Morocco. Kingdom of light’, the campaign began on 22 April and will run for several weeks. Irismedia has been the agency responsible for the media strategy, planning and buying worldwide, showcasing conventional and spectacular outdoor formats, innovative productions such as 3D, as well as TV, digital and print ads. The campaign creative is by French agency BETC and 3D development by Spanish agency BCN Visuals. “Once again we are once again the chosen location for a brand to carry out a spectacular action such as this one in the outdoor environment. A campaign that can only be seen in 3D on the outdoor screens of the Callao Cinemas, located in the most visited square in Spain, and in other reference points of large format digital outdoor media in the rest of the world, such as Times Square, Piccadilly Circus or Via Dante, the most commercial street in Milan, among others,” says Gorka Pagazaurtundua, commercial director of Callao City Lights. “This campaign has been a great challenge due to its global dimension. The commitment to spectacular outdoor formats and innovative productions such as 3D has been a great success and we hope it will attract the public’s attention wherever it is being broadcast”, say Irismedia.  

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