Last week, Uncommon began a campaign for ITV to highlight the channel’s vast range of gripping drama and reality shows – with the first in a series of gripping shows of its own, Drama vs Reality, in which drama and reality stars stop at nothing in the fight for people’s attention.
The campaign has now branched out into DOOH and will run in a number of digital sites across the UK for the next month.
The new DOOH campaign turns the campaign’s on-screen battles into retro animations in the style of classic 1990s beat ’em up games. Each shows ITV drama and reality stars as their own profile-like characters battling it out in familiar environments such as the Love Island villa and a coastal crime scene from an ITV drama.
The digital scenes include fights against BAFTA-winning actor, Jason Watkins, vs Love Island winner, Kem Cetinay and actress, Katherine Kelly, up against reality queen ,Ferne McCann. Each player has a special winning move to beat their opponent including a shadow pass, electrocution and power punch. The motion graphics were created in collaboration with illustrators, Rave Growl, in South Africa.
The Drama vs Reality campaign will continue to produce filmic battles airing later in the year and in the coming weeks, innovative activations on younger-skewing platforms such as Snapchat and Tiktok, will; draw attention to the Drama vs Reality idea, in what is ITV’s biggest brand campaign of recent times.
Credits
Campaign Name: Drama vs Reality
Client: ITV
Creative Studio: Uncommon
Illustrators: Rave Growl
Media Agency: Essence
Where the campaign began:
The second installment:
