The Vampire Poster
FOX Channel
Issue 52 | October 2019
Agency
BETC, Havas
Creative Team
Chief Creative Officer: Erh Ray Executive Creative Director: Andrea Siqueira Creative Directors: Laura Azevedo, Alexandre Kazuo, Lucas Ribeiro Creation: Chico Lucas, Gustavo Guives Leal
Production Team
Tipography: Ligia Fava Integrated Production Directors: Mariane Goebel, Anna Luisa Ferraz Film Production: Anna Luisa Ferraz, Stela Viola Film Production Company: Damasco Filmes Direction: Alexandre Lucas Photography Direction: Danilo Mantovani Executive Production: Marcelo Monteiro, Carlos Righi Production Company Account: Felipe Silvani Motion/Visual Effects: Breno Amorim Audio Production: Canja Audio Culture Graphic Producion: Gilmar Tadeu De Souza, Carlos Valeriano Scenographic/Effects Producion: Focos Produção, Cenografia
Other Credits
Brand & Business: Giovana Degen, Camila Steiman Channels & Engagement: Carlinha Gagliardi, Ricardo Xavier Communication Head: Camila Nakagawa Advertiser: Sergio Domanico, Priscila Vilardi, Stefanie Thiene
Date
May 2019
Background
“The Passage”: Fox Channel brings posters vulnerable to sunlight to the streets In partnership with BETC/Havas, "The Vampire Poster" promotes the channel's new series and showcases innovation in outdoor media posters
Idea
FOX Channel launched the series The Passage. It tells the story of a virus that turns people into vampires and could bring about the end of the human race.
To promote the first season of the series, the channel partnered with BETC/Havas in an action that created special posters that are vulnerable to sunlight. The pieces were put up at night on the streets of São Paulo. At daybreak, when the first rays of sunlight hit the poster, the paper would begin to burn until it turned to ashes. Just like vampires.
Check out the video: https://youtu.be/8eKkPN6imE8 The effect was made possible thanks to the creation of a flammable paint made from a mixture of special paint, potassium permanganate ( KMnO4), and sulfuric acid ( H2SO4), which was applied to the back of the posters. As soon it came into contact with sunlight, the paper would begin to combust, catching fire immediately.
"The Vampire Poster combined storytelling with the innovative use of technology in outdoor media. The piece wasn't simply positioned outdoors, it actually used the outdoor environment to spread its message," emphasized Andrea Siqueira, Executive Creative Director at BETC/Havas.