JD Shines the Spotlight on the Audience in Immersive Holiday OOH Activation

British sports giant JD is upping the ante with an immersive out-of-home (OOH) campaign that shines the spotlight on the audience.

Made together with OOH agency Grand Visual and cinema advertising company Digital Cinema Media (DCM), the activation consists of a foyer that cinemagoers can interact with to see themselves on the big screen. 

The initiative, which comes as part of the brand's ongoing "Family Portrait" holiday campaign, aims to invite audiences to capture what "family" means to them in a creative and expressive way. 

The OOH campaign first debuted on the weekend of November 22 to 24 in select cinemas in London and Manchester, available to cinemagoers who watched "Gladiator II" and "Wicked." 

Upon entering the cinema, they can take pictures in the JD photo booth with their "chosen family," which would then appear as an end card in real time before the film is screened. 

Partnering with advertising agencies like Grand Visual and DCM to launch a campaign that directly engages consumers is a great way to spread brand awareness and increase audience reach.

Family Matters

JD UK and EU Marketing Director Chris Waters shared in a statement that the campaign aims to honor "not just the families we're born into, but also those along the way."

By engaging with its audiences in a meaningful and memorable way, JD Sports establishes itself as a brand that understands its customers, uplifting them to discover what family means to them. 

JD first launched its "Family Portrait" campaign earlier this month, debuting it with a star-studded spot starring "Love Island" host Mama Jama, British rapper Central Cee, and MMA fighter Paddy Pimblett. 

Here, viewers see the different traditions families uphold during Christmas.

Last Christmas, JD teamed up with Uncommon Creative Studio for a holiday campaign that highlighted the day-to-day lives of urban youth in the U.K.