Context For the new superhero film release, Birds of Prey (and the Fantabulous Emancipation of One Harley Quinn) coming out in theatres on February 5th 2020, Warner Bros France and Biborg created a disruptive campaign launch outside the traditional cinema codes in which Harley Quinn is still doing as she pleases. Compared to the quite conventional heroines, Quinn makes a real difference and attracts attention with her unstable and audacious personality.
The film based on the DC Comics team, Birds of Prey is the eight film in the DC Extended Universe and a spin-off to the 2016 film, Suicide Squad. Since then, Harley Quinn has left the Joker and joins other superheroes to save a young girl from an evil crime lord.
The challenge was to stand out from the abundance of superhero movies that are regularly launched and highlight the heroine’s personality being childish, brutal and chaotic.
Strategic approach and creative idea Since the film is narrated by Harley Quinn herself, Biborg's response was to capitalise on this wild and iconic female superhero. The creative idea therefore was for Quinn to take over the promotional campaign, hijacking every iconic element of the cinema industry in France and of classic cinema promotion, including the Cannes festival and the film and theatre advertising columns.
For the audience, following an adventure starring Harley Quinn is most definitely a promise of a crazy, fun, badass, memorable ride where not a single second is spared to boredom.
Cannes Festival in January
For the premier and first screening of Birds of Prey in France on the 30th January, in collaboration with Hors-Concept for the production of the event, Warner Bros France and Biborg create the “1st Quinn Festival” event, a colourful screening for fans at the Palais des Festival in Cannes.
The idea behind the operation is that Harley Quinn decided that festival season sucks and the only film deserving recognition is Birds of Prey which comes out three months before the official Cannes Film festival. Quinn therefore, takes over the Palais du Festival in Cannes to create her very own event.
The exceptional preview takes place in an iconic landmark and imagined for the public, with a 300m2 billboard covering the palace for several days as well as entertainment and surprises throughout the opening night. More than 800 guests and people who won their place via a competition on the Festival de Quinn website will be able to climb the steps of the Palace like no one has ever done.
Sweet treats and cruel tricks
To continue hijacking the classic codes of Cinema, in collaboration with JCDecaux, Warner Bros and Biborg transformed a Parisian advertising column on the Champs Elysées into a giant candy dispenser of Harley Quinn who left a trace of her visit in Paris. The activation that was live from the 28th of January to the 3rd of February invites passers-by to interact in a fun entertaining way.
If you promise Harley Quinn to go see her movie by selecting the “Promise” button, you will leave with a treat, however if you select otherwise, an indicator light will show the message “you suck”. By sharing a photo of yourself next to the candy dispenser with the hashtag #BirdsOfPrey you can also try your luck and win a real Harley Quinn baseball bat.
Creapills (FR), E-marketing (FR), J'ai un pote dans la com (FR), Maieute (FR), L'ADN (FR), Le Bonbon (FR), CB News (FR), Air of Melty (FR), Pause Café In (FR), La Reclame (FR), Influencia (FR), Stratégies (FR), Media Marketing (FR).