David Walliams book gets digital outdoor campaign

LONDON - Harper Collins is using a digital outdoor campaign to promote a new children's book by comedian David Walliams.

The book, The Boy in the Dress is illustrated by Quentin Blake, who also illustrated Roald Dahl’s classic novels.

Blake has created a series of special illustrations for the campaign inspired by those featured in the book.

The sketches have been animated by creative specialist Grand Visual in a 10 second multi-panel sequence on CBS Outdoor’s Digital Escalator Panels (DEPs) in the London Underground.

The creative spans two screens and features a boy in a dress taking a running kick at a football. The football shoots across the screens and appears to smash through the screen towards commuters.

The line "Boys will be boys, even in dresses!" appears on screen followed by a shot of David Walliams and a product shot on alternating panels.

Walliams has signed a two-book deal with HarperCollins, and The Boy in the Dress was published in October.

The campaign breaks on November 17 and will run for two weeks. It was booked by OMD and is supported by national PR activity and in-store promotions.