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Castore unveils glow-in-the-dark billboards for athletes training at night


By Amy Houston, Senior Reporter

December 5, 2023 | 3 min read

The campaign also includes fly posters throughout the UK and editorial spreads in select magazines.

Castore billboard

Castore outdoor ad / fcb

Sportswear brand Castore has today unveiled its latest ad from its ’Better Never Stops’ campaign to promote its latest range of clothing.

The ’Light Reflective Range’ push features some of the world's best-known male athletes such as Andy Murray, Adam Peaty and Jos Butler.

Created by ad agency FCB London, the push includes a specially built out-of-home (OOH) activation, fly posters and features in titles such as GQ, Men’s Fitness and Women’s Fitness.

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“Launching Castore’s light collection was incredibly important for us as a brand," said Saffron Milligan, global head of marketing at Castore.

“The team at FCB understood this and were able to develop creative that showcased our ambassador roster, brand values, and the new products we had to offer. The reflective billboard is a bold step forward for us and we’re excited about what we can achieve together in the future”

The billboard uses unique reflective materials to draw people’s attention. According to the brand, the glow of the posters in the night acts as a beacon for all athletes, helping them to train through the dark nights but also to train through the dark moments and to turn disappointment into motivation.

Jack Walker, head of art at FCB London, added: “We’re constantly seeking ways to blend creativity with innovation, to tell a story that resonates beyond words. Our latest collaboration with Castore, in partnership with Buildhollywood, is a testament to this.“

“We’ve taken Castore’s reflective material and turned it into not just an ad, but an experience – a special build poster that literally shines at night showcasing the unique properties of the product.”

Castore billboard

Images from the campaign feature male and female athletes, but for some women, training outside in the dark might not always be an option.

Back in 2022, a Samsung ad titled ’Night Owls’ that featured a woman running at 2am was widely criticized for being unrealistic.

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