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BBC Advertising

His Dark Materials unveils breathing billboard


By John McCarthy, Opinion Editor

November 8, 2019 | 2 min read

BBC Creative is promoting its TV adaptation of the ‘His Dark Materials’ series with the creation of a "living, breathing" billboard designed to evoke the frozen wastes of the novel.

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His Dark Materials unveils breathing billboard

Appearing after the first episode pulled in more than 7.2 million viewers, BBC is looking to continue the momentum of the eight-part series. The billboard sees young protagonist Lyra dwarfed by armoured bear character Iorek Byrnison, who emits high-powered ice-breath from his jaws, all in the Westfield Shopping Centre, White City.

Olly Harnett, creative head at BBC Creative said: “Our creative ambition for His Dark Materials was as epic as the show itself. We positioned the series as a mainstream blockbuster with broad family appeal in a 360 campaign which included groundbreaking special build OOH and a rich interactive game on social awarding the user their own personal 'daemon'."

Chris Hooper, head of marketing at BBC One, added: “His Dark Materials is one of the most ambitious drama series we’ve ever commissioned for BBC One and iPlayer and we wanted our marketing to reflect those cinematic credentials. We asked BBC Creative to deliver an epic campaign that immersed audiences into Lyra’s worlds and we’re really thrilled with how this has come to life.”

The show can be watched on BBC One and the BBC iPlayer. It is produced by Bad Wolf and New Line Cinema for BBC One and HBO.

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