M&S has unveiled a live-action 3D digital billboard to promote its commitment to RSPCA Assured milk.
The marketing campaign, which holds the tagline ‘Chilled milk should come from chilled cows’, features 3D billboards on four large-format screens at The Screen @ Arndale, Machester, Four Dials at Westfield Stratford, Canary Wharf and the Picadilly Lights in Picadilly Circus, The Grocer reported.
The visuals, which were filmed at a dairy farm belonging to one of M&S Food’s milk suppliers in Northern Ireland, feature a cow called Daisy who appears to come out of the screen.
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The ads, created by Mindshare, Kinetic and DOOH.com, have been captured ‘in camera’ without CGI.
DOOH.com CEO and co-founder, Andrew Newman, said that using CGI would “lack authenticity”, which is why they chose to film the “first-of-its-kind 3D illusion” in-camera and on location.
The billboards form part of M&S’ wider ‘Farm to Foodhall’ campaign with celebrity chef, Tom Kerridge, to showcase the quality of its products.
The five month marketing drive also features farms that supply the retailer’s Collection Red Diamond Strawberries, Single Origin Honey and Sourdough, DNA traceable beef and RSPCA Assured milk.
