To launch ITV’s nationwide “Drama vs. Reality” campaign, with Essence Global, we created an interactive OOH experience at Westfield London.

To showcase ITV’s huge catalogue of reality and drama shows available on the ITV Hub the “Drama Vs Reality” campaign featured characters from ITV shows going head to head in a 90’s style beat-em-up game.

We took these assets and transformed the OCEAN Westfield Square Screen into a giant console – integrating the game into OOH. A retro style arcade game controller sat within an experiential area in front of the screen which allowed consumers to play the game in real time.

The campaign was kicked off with an appearance by ITV reality star Fearne McCann who opened the event and the build also featured an area with lifesize cutouts characters where players could take selfies with their favourite drama and reality stars – creating an all round experience with OOH as the centerpiece to win the Fight for Attention!

Throughout the weekend of the launch, the game received near-continuous play – with over 300 unique players taking part.