In an industry first, Paramount Pictures turned Piccadilly Lights to stone, transporting audiences back to AD 211 for the release of Gladiator II. 

The campaign was in partnership with Samsung, Trainline, TK Maxx and LEGO. 

the cHALLENGE

The challenge was to generate excitement and build public awareness for Ridley Scott’s highly anticipated Gladiator II. The creative idea was to tap into the nostalgia and scale of the original 2000 Gladiator film, while teasing fresh elements of the sequel through cinematic visuals and an unforgettable “stone takeover” campaign.

A key aspect was managing a collaboration involving four major brands. Coordinating such a large-scale partnership required exceptional planning and creativity.

the SOLUTION

Paramount collaborated with brands Samsung, Trainline, TK Maxx, and Lego to transform their ads into a Roman-inspired centrepiece on Piccadilly Lights, appealing to four sets of audiences and amplifying campaign reach. The key to success was ensuring that each brand’s unique identity and contribution were highlighted. To bring the Roman action to life, chariots featuring gladiators and horses were displayed in Piccadilly Circus, seamlessly merging experiential and digital. 

The campaign also dominated London’s BFI IMAX.

OUTCOMES

• X (Twitter) impressions: 500k across a 7 day period (Source: Pulsar)
• Media mentions: 38 tracked mentions for the duration of the campaign (Source: Meltwater)
• Total reach: 99m (Source: Meltwater)
• Media value: £923k (Source: Meltwater)