THURSDAY 21 JUL 2016 8:23 AM


Everyone’s favourite big friendly giant hits the big screen on July 22. To celebrate, media agency Zenith has collaborated with EntertainmentOne and Google to display a new public art installation.

Inspired by the film and entitled The BFG Dream Jar Trail, the installation makes use of Google’s Nearby Notifications technology. This allows smart phone users to receive push notifications when they are within 15 meters of one of the 50 giant 6 foot jars placed at landmarks throughout London.

If clicked, the notifications lead to a breadth of exclusive content, featuring trailers as well as information about the content of all 50 jars.

The landmarks include iconic locations such as St Paul’s Cathedral, Leicester Square and the Tower of London. The jars themselves tell the childhood imaginings of famous personalities, such as director Steven Spielberg, and astronaut Buzz Aldrin.

The installation was created by London-based independent film distributors EntertainmentOne, while media agency Zenith, which has previously created media campaigns for NatWest, Oxfam and Lexus, launches the interactive side of the campaign.

Bosco Tench, planning manager at Zenith, says, “The BFG is a classic British story, authored by one of our national treasures; we’re incredibly excited to get the opportunity to launch the campaign.”

The Dream Jar Trail is a significant part of a broad media and marketing strategy, entitled the Giants are Here.

The campaign also features a TV promotion with ITV, which feature ‘Breaking News’ bulletins designed to alert fans of giant footsteps being heard throughout London, as well as of a child’s sighting of the BFG’s famous Snozzcumber. These will appear on primetime ITV slots through the week.

Fans will interact with the lifelike style of media campaign very positively, and the BFG Dream Jar Trail is a colourful and innovative way to communicate the story.

Kezia Williams, head of theatrical distribution at Entertainment One UK comments, “We have a longstanding relationship with Zenith; the agency is an integral part of the campaign, being instrumental in bringing the trail to life and devising the ad campaign to support the film.  We’re really looking forward to seeing the public reaction to The BFG Dream Jar Trail which we hope will inspire people to protect the dreams of children no matter where they are.”

The BFG is the perfect story for this campaign – Roald Dahl’s immersive writing combined with director Steven Spielberg’s ambitious cinematography paints the story in a very vivid way, creating imagination and wonder in an altogether immersive film experience.

The dream jar trail launched on July 9 and will run until the 31 August. After this, the Dream Jars will be auctioned by Paddle8. The money from the sales will go directly to Save the Children as well as Roald Dahl’s Marvellous Children’s Charity, a UK-wide specialist nursing programme.


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