Installed in London in early 2020, BBC Creative turned darkness into design to promote the 2020 premiere of Dracula. Like a vampire, its true form only appeared at night.
The special build billboard appeared unremarkable by day, showing a white surface punctured by wooden stakes. As night fell, strategically positioned lights cast the stakes’ shadows into the unmistakable profile of Count Dracula, his fangs emerging only when darkness returned. The transformation drew crowds, went viral across social media and became an instant example of OOH storytelling at its most inventive.
In front of the poster structure was also installed a “break in case of vampires” glass box containing a large wooden stake – a playful tactile add-on to the campaign.
The Drum team liked the fact that, despite the stunt being easily executable on a digital screen, BBC Creative invested the extra resources in creating a physical experience that brings the myth to life. It was one of many nominations that use or rely on the passing of darkness to create an effect, and we believe, the strongest.
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The campaign generated strong earned media and viral social traction. According to Talon’s case study: over 7 million views of a time-lapse video showing the transformation.
The work won international awards, including honours at D&AD and The One Show, celebrated for craft, simplicity and conceptual precision. ‘Dracula: Shadow Billboard’ proved that great outdoor ideas do not need movement or words to come alive; sometimes, all it takes is nightfall.
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