The special build runs across six consecutive 96-sheets and shows an apocalyptic cityscape backdrop and has a combination of back illumination and front spot lighting to make the ads stand out in the dark.
Two, six-metre-high, 2D layered cut-outs of the Transformers characters Optimus Prime and Bumblebee sit on the outer billboards, and ‘Transformers - Dark of the Moon’ is written in a 3D build in the centre.
The special billboard is part of a wider campaign, planned and bought by WPP media agency MEC, which includes TV, national press, magazine, digital and radio activity, including a competition to win tickets to the premiere on Sunday (26 June).
The outdoor campaign was planned and bought by WPP out-of-home specialist agency Kinetic and the special build was managed by print and project management company Hi-Rezz, and Clear Channel’s Create team.
Steve Hunt, head of media at Paramount Pictures UK, said: "The special build creates a dominating presence that is perfect for the Transformers release. The site is ideal for reaching a large audience on a major route into central London."
Paramount is also using other large-format sites and digital out-of-home across UK cities in the run-up to the film’s release next Wednesday (29 June).
A spokeswoman for Clear Channel said the Cromwell Road billboards delivered an estimated 2.3 million impacts every two weeks.
This article was first published on mediaweek.co.uk