37 Issue 256 - December 2024 / January 2025 email: editor@signlink.co.uk ing characters from the film franchise. Speaking of horror shows, many brands this summer ran campaigns around the England men’s team reaching the final of the 2024 UEFA European Championship, where they would lose 2-1 to Spain. In the build-up to the game, Ocean Outdoor ran a range of content across its network of digital screens showing messages of support for the players. This included highlights of earlier games in the tournament, shown on 48 full-motion screens in 13 cities. On the same subject, Adidas, the lead sponsor of Ocean Outdoor’s Euros coverage, enjoyed a major presence in OOH during the tournament. The brand wrapped London’s Marble Arch with a striking black and white banner, organised through EssenceMediacom. Sign with Pride To sum up the expanding opportunities in seasonal signage, one event to become one of the most celebrated in the UK in recent years is Pride. Many brands now hats, hot air balloons, and antique motors. Leach produced over 150 printed elements in a variety of materials as well as 3D structures using vinyl-wrapped MDF and foamex. For the backdrop, Leach created colourful DIBOND panels with flush-mounted vinyl featuring logos, geometric patterns, and oversized playing card designs. To give the displays a festive touch, suspended metal gold and pink stars were added using a bespoke hanging structure. Acrylic tubing descending from the structure was bonded to the stars along with a few clubs, spades, hearts, and diamonds. Tom Foster, director of project management at Leach, comments: “It was a real honour for Swaine to put its Christmas window campaign into our hands. Our wide breadth of specialist printing capabilities came together to produce a stunning display that exceeded expectations.” Blockbuster Projects From the window to the wall, and indeed the floor; seasonal work can also come in the form of wall and floor graphics for one-off events. Earlier this year, Ocean Outdoor partnered with media agencies PHD and Kinetic to run a multi-channel campaign to promote the launch of Beetlejuice Beetlejuice, the long-awaited sequel to the 1988 cult classic Beetlejuice, that launched in the weeks leading up to Halloween. The film took over Westfield Stratford City in London with vinyl applications, large-format posters, and digital out-ofhome (DOOH) screens. The stand-out element of the installation was the covering of the Meridian Steps which were decorated with Beetlejuice’s signature black and white stripes from his iconic suit. These were accompanied by large, printed beetles and the text: “You’ve waited an eternity for this” and “The juice is loose”. On top of this, Ocean Outdoor-owned digital screens at the location showed content to promote the film while artwork spanned Westfield Stratford Bridge, featurrun emotive campaigns throughout Pride month in June. One example from this year is from outof-home (OOH) and DOOH advertising provider Clear Channel, which collaborated with McCann London on a unique project for Pride 2024. The campaign saw users drop virtual map pins on the Queering the Map platform, transforming them into unique URL domains that documented the lived experiences of LGBTQIA+ people. Jason Jarvis, Creative Agency account director at Clear Channel, comments: “Our Pride campaigns have gone from strength to strength over the years. Partnering with McCann London and Queering the Map has brought us one of our best campaigns yet, showcasing the lived experiences of Queer people around the world with the power of OOH. “By sharing pins from Queering the Map that are local to the area the campaign is being displayed, we aimed to connect with and support the LGBTQ+ people in a thoughtful yet bold way.” From the examples showcased here, it is clear that there is no shortage of opportunities when it comes to seasonal signage. Working with your customers, you can come up with all manner of ideas to celebrate each seasonal event, helping partners get their key messages across and connect with customers across all areas of the UK. Be it digital or printed signage, the scope for possibilities is seemingly endless. ▼ Various signage was used to promote new Hollywood film Beetlejuice Beetlejuice SEASONAL SIGNAGE ► Capital INK Branding Solutions produced window graphics for Macy’s in the US Capital INK Branding Solutions used a Canon Colorado 1650 to print festive window graphics for Macy’s 1650
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