XM Photos courtesy Juxta Productions
Children’s movies are making quite a splash this year, with another film leveraging a wealth of signage to promote its release, while also championing a heartwarming cause. At The Garfield Movie activation event held at Dufferin Mall’s Centre Court in Toronto in May, various types of signage highlighted a collaboration between the Toronto Humane Society and Sony Pictures Canada.
The event area was enclosed with self-adhesive 3M Scotchcal graphic film IJ40 with matte laminate, showcasing Garfield imagery against an orange backdrop. Behind this setup were up-for-adoption cats. The material was printed using a 3.04-m (10-ft) flatbed printer with LED curing.
A 3D sign in the form of a die-cut theatrical standee brought Garfield to life and provided a playful setting for photographs, while in-mall digital out-of-home (DOOH) displays were orchestrated by UM Canada in collaboration with Cineplex Media. These screens showcased event information and adoption success stories.
Complemented by a 1,651-mm (65-in.) Sony Bravia TV displaying USB reel content, the signage ensemble ensured continuous interaction.
Some might say, it was the ‘purr’fect blend of promotion and compassion.
The TV display.
