Following a pitch between different agencies, Warner Bros France selected Biborg to create and orchestrate the campaign launch of the epic fantasy action adventure film King Arthur : Legend of the Sword, directed by Guy Ritchie.
The long awaited launch of the film, which tells the story of the classic Excalibur myth, tracing Arthur’s journey from the streets to the throne was reinterpreted by Guy Ritchie in a very modern, dynamic, street style. Biborg rethought the artistic direction of the campaign by taking inspiration from these pillars, the goal being to always remain in the Guy Ritchie approach.
By putting forward the very urban style of the reinterpretation of the myth by Guy Ritchie, Biborg produced impacting formats ranging from online digital, programmatic videos, social media formats, a print cover for the 20-Minute newspaper as well as a street marketing campaign, all portraying the tagline:
"The street has its King".