“Made You Look” is a Media in Canada series capturing the boldest, weirdest and most eye-catching media activations from around the world.
U.S.: Immersive poolside movies
Disney+ and pool-sharing platform Swimply teamed up to transform private pools in L.A. into recreations of three beloved films: Alien, Camp Rock and Honey, I Shrunk the Kids. The activations are happening at select Swimply-hosted pools July 29 through August 17 as part of a “Dive-In Theater” campaign to promote poolside movie nights – reimagined as fully immersive cinematic experiences.
Developed by Texas-based agency Callen, each activation transforms the property into a fully themed environment where every detail is designed to plunge guests into the story (whether it’s swimming in a giant bowl of cereal or floating in tinted, fog-filled water) and blur the line between movie magic and real life.
Fans are invited to enter for a chance to attend through the Swimply website or app, which connects pool owners with swimmers seeking private, local pools.
U.K.: Kebabs as billboards
British supermarket chain Waitrose installed two billboards in London that show a giant kebab skewer breaking through the posters to highlight one of the headlines for its summer campaign: “Anything is a kebab if you put a skewer through it!”
The two billboards were produced in collaboration with Wonderhood Studios and Grand Visual, with media buying and planning by MG OMD and Talon. The billboards are located in the Camden neighbourhood and at Westfield shopping centre in White City, London, England.
Italy: A giant band-aid in the sea
On July 12 and 13, a large floating art installation appeared off the coast of Bari, Italy, to bring attention to the crisis of people, often migrants, dying or going missing while trying to cross the Mediterranean.
The 90-metre-square band-aid was a visual metaphor that illustrated the sea as an “open wound.”
It was created by Italy’s ViceVersa Studio for SOS Mediterranee, an international maritime and humanitarian organization dedicated to saving lives at sea.
