M&S has launched a pioneering live-action 3D digital billboard campaign to highlight its RSPCA Assured milk commitment.
- The engaging campaign showcases 3D billboards at prominent locations in the UK, including Manchester, Westfield Stratford, Canary Wharf, and Piccadilly Circus.
- Footage was captured on a Northern Ireland dairy farm without CGI, featuring a lifelike illusion of a cow named Daisy.
- The billboards are part of a broader M&S ‘Farm to Foodhall’ initiative to promote high-quality products.
- This innovative marketing drive lasts five months and includes various farm-sourced items.
Marks & Spencer has embarked on a groundbreaking advertising venture by introducing a live-action 3D billboard to promote its dedication to RSPCA Assured milk. The initiative aims to engage audiences through an immersive experience that combines advanced technology and farming authenticity.
Strategically placed across key locations such as The Screen @ Arndale in Manchester, Four Dials at Westfield Stratford, Canary Wharf, and Piccadilly Circus, these billboards leverage high-traffic areas to maximize visibility. The campaign theme, ‘Chilled milk should come from chilled cows,’ seeks to communicate M&S’s commitment to animal welfare in dairy farming.
In an effort to maintain realism and authenticity, the visuals were captured on-site at a dairy farm in Northern Ireland, home to one of M&S Food’s renowned milk suppliers. The footage presents Daisy, a cow that appears to step out of the screen, made possible through sophisticated in-camera techniques rather than CGI. This decision aligns with the views of DOOH.com CEO Andrew Newman, who emphasized the value of ‘in-camera’ authenticity over digital effects.
This innovative 3D display forms an integral part of M&S’s ‘Farm to Foodhall’ campaign, which not only highlights its commitment to ethical sourcing but also showcases various other quality products. These include Collection Red Diamond Strawberries, Single Origin Honey, Sourdough, DNA traceable beef, and the celebrated RSPCA Assured milk.
The five-month marketing endeavor, supported by collaborations with agencies Mindshare, Kinetic, and DOOH.com, illustrates M&S’s forward-thinking approach in leveraging technology for promotional activities while staying rooted in authentic storytelling.
M&S’s live-action 3D billboard campaign offers a cutting-edge, authentic approach to promoting RSPCA Assured milk and other quality products.
