Knockout blow: The anamorphic video saw Canelo Álvarez make almost as big an impact on LAX travellers as he did on the chin of Gennady Golovkin
US. In what JCDecaux dubbed one of its most eye-catching campaigns to date, Hennessy brought middleweight boxing superstar Canelo Álvarez to life at Los Angeles International Airport (LAX) in advance of his highly anticipated third fight against Gennady Golovkin last weekend (again won by Álvarez).
The September campaign has been lighting up the LAX Time Tower in the centre of the duty free zone in the Tom Bradley International Terminal.
The ad takes the form of an anamorphic video. It uses 3D animation to present onlookers with a larger-than-life image that appears to be popping out of the billboard. The format is designed to capture the imagination of travellers by providing them with an immersive advertising experience.
JCDecaux offers 1,900+ screens across its US airports, including 838 at LAX, allowing advertisers to leverage digital flexibility to implement campaigns with dynamic content, full motion video, triggering, and more.
Note: The Moodie Davitt Report is the only international business media to cover all airport or other travel-related consumer services, revenue-generating and otherwise. Our reporting includes duty free and other retail, food & beverage, property, passenger lounges, art and culture, hotels, car parking, medical facilities, the Internet, advertising and related revenue streams.
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