Dentsu mimics Apple’s ‘Shot on iPhone’ campaign with new images from Webb Space Telescope
The agency is launching a new out-of-home (OOH) ad campaign for aerospace company Northrop Grumman in Los Angeles and Washington, DC this weekend.
This new billboard near LAX gives passersby a cosmic perspective / Dentsu Creative
The first images from the Webb Space Telescope were published earlier this week, giving the world a mind-bending and high-resolution glimpse into an unfathomably vast and psychedelically colorful cosmos. Now, aerospace company Northrop Grumman – which built the Webb Telescope in partnership with Nasa – is seizing the moment with a new OOH campaign.
The new campaign, developed by Dentsu Creative, provides a blown-up view of Webb’s new images in all of their celestial glory while poking a little fun at Apple’s ‘Shot On iPhone’ campaign. Starting this weekend, pedestrians and drivers at strategic points in LA and Washington, DC will be able to look up and see a massive, now-famous image from the Southern Ring Nebula, just above the words: ‘Shot on Webb Telescope.’
Northrop has also released an interactive virtual experience for mobile and desktop that provides a close-up look at the Webb Telescope and its various components – each of which is a historic engineering feat in and of itself – such as its sunshield, which when fully deployed stretches across a distance that’s approximately the same size as a standard tennis court. Interactive kiosks have also been placed inside DC’s Union Station.
Spending on OOH advertising skyrocketed by more than 40% in the first quarter of 2022 compared to the previous year, according to data from the Out of Home Advertising Association of America (OAAA).