M&S has launched an innovative 3D billboard campaign to promote RSPCA Assured milk.
- The campaign uses live-action footage in 3D without CGI to enhance authenticity.
- Billboards are placed in prominent locations across the UK, including Manchester and London.
- The campaign is part of M&S’s broader ‘Farm to Foodhall’ initiative with Tom Kerridge.
- The ads highlight M&S’s commitment to quality and animal welfare in its dairy products.
Marks & Spencer (M&S) has unveiled a pioneering live-action 3D digital billboard campaign designed to boost its RSPCA Assured milk. This initiative is part of their effort to underscore the quality and ethical standards of their dairy products.
The campaign’s striking feature is the use of live-action 3D technology captured on location without computer-generated imagery (CGI), a choice deliberately made to enhance authenticity. According to Andrew Newman, CEO and co-founder of DOOH.com, using CGI would ‘lack authenticity’. Instead, they utilised ‘in-camera’ techniques to produce this unique 3D illusion.
Strategically positioned across the United Kingdom, these billboards are located at The Screen @ Arndale in Manchester, Four Dials at Westfield Stratford, Canary Wharf, and the iconic Picadilly Lights in Picadilly Circus. Imagery from a Northern Ireland dairy farm, featuring a cow named Daisy, serves as the centrepiece of these ads.
This 3D billboard initiative forms a segment of M&S’s extensive ‘Farm to Foodhall’ campaign, collaborating with celebrity chef Tom Kerridge. This campaign extensively focuses on showcasing the exceptional quality of M&S products, such as the Collection Red Diamond Strawberries, Single Origin Honey and Sourdough, DNA traceable beef, and the featured RSPCA Assured milk.
The marketing strategy spans five months and reflects M&S’s commitment to providing high-quality goods while supporting animal welfare standards.
M&S’s innovative billboard campaign effectively highlights its dedication to quality and ethical sourcing in its dairy products.
