Gladiator II turns Piccadilly Lights to Stone

Client: Paramount Pictures

Marking the release of Paramount Pictures’ Gladiator II, we conquered London’s most epic advertising location, and took people back to AD 211, resulting in Ridley Scott’s most successful Box Office ever.

This world-first collaboration with Paramount Pictures and four of the UK’s biggest brands Samsung, Trainline, TK Maxx, and the LEGO® Group reimagined how brands might have communicated in Roman times. Remarkably, they set aside their usual advertising, straplines and plans to embrace a unified vision and create an original execution for Gladiator II.

With this colossal Out of Home first, we integrated media and message, crossed agency holding companies’ borders, played with history and culture, and innovated with a landmark location, to carve Gladiator II’s moment in stone and Out of Home advertising history.