Cinekid Festival’s 3D DOOH campaign drawn by 12-year-old creative director
Actively involving children in high-quality media, that is what Cinekid is all about. Utrecht is hosting Cinekid Festival’s colourful and innovative 3D digital Out of Home campaign. NEO, the large-format transparent LED screen above the main entrance of Hoog Catharijne by media partner blowUP media, surprises and amazes passers-by with a 3D character central to the media campaign of the 36th Cinekid Festival. This impactful 3D DOOH campaign was created in a very creative and surprising way; from children’s drawing to this innovative campaign. In co-creation with Cinekid’s Junior Crew, Lama Lama and blowUP media offer children’s creativity the stage it deserves.
Cinekid Festival is the largest children’s media festival in the world. Because Cinekid Festival connects children to the free and creative world of film, children think about the programme, interviewing film stars, the latest games, and test films. Cinekid’s Junior Crew consists of a group of enthusiastic children between seven and twelve years old who are closely involved in the festival. This year, each Junior Crew member drew their own personal character for the festival; they were encouraged to be as playful and imaginative as they could. 12-year-old Imraan’s drawing was chosen for Cinekid Festival 2022’s media campaign. He was therefore appointed creative director of the new campaign. His character was brought to life by creative agency Lama Lama as an innovative 3D character. blowUP media is closely involved in this innovative DOOH campaign as a media partner, creating the illusion of depth (3D).
In addition to the 3D experience on the impressive NEO digital screen on Utrecht’s famous station square, the Cinekid campaign featuring the 3D character can also be seen on other LED screens by blowUP media in Amsterdam, Utrecht, Rotterdam and Tilburg.
Ernst Vos, Chief Commercial Officer blowUP media Group: “Imraan and the Junior Crew have literally transformed our Digital Out of Home network The Collective® into next-generation 3D screens. blowUP media is an impact-first company with a clear focus on innovation, technology and value creation. The entire team is proud of this collaboration with Cinekid and Lama Lama”.
Mirella Boumans, Head of Marketing at Cinekid: “Cinekid Festival is about the future generation, which is why we are delighted that 12-year-old Imraan created the design concept of the 2022 annual image. We are incredibly proud that the campaign then came to life so beautifully in Utrecht”.
“We’ve created a campaign concept for Cinekid where children’s creativity literally defined the artwork. We then brought it to life digitally. This is a great example of linking creativity (by the very young), digital power, innovativeness and exposure. These four aspects were perfectly reflected in blowUP media’s 3D DOOH billboard. It’s great to see everything come together like this,” says Jort Boot, Creative Director at Creative Digital Agency Lama Lama.
3D in DOOH becoming more mainstream
3D immersive content in digital Out of Home is becoming increasingly mainstream. The quality of large-format LED screens contributes incredibly to the lasting impact that can be made with 3D content. blowUP media helps brands with creative solutions for the production of 3D campaigns.