JCDecaux pioneers 'animotion' ad sites

JC Decaux has signed up a whisky brand as the first advertiser for

a new poster concept, based on technology more commonly used in Chinese

restaurants.

Bowmore Single Malt Whisky has booked eight 6-sheets, which use a moving

image technique called 'animotion'. The process was developed in China

and provides effects such as running water cascades often seen in

restaurants.

JC Decaux has adapted the technique to add background motion to bus

shelter posters. In the Bowmore campaign, for example, Animotion is used

to give the impression of mist swirling behind an angel in the

foreground.

The outdoor specialist has been developing Animotion posters for the

past year. Each uses an arrangement of lights and metal strips that has

to be hand-made in China and can only be used in specially adapted

sites.

As a result, said group product manager Sam Bird, the posters had a lead

time of four to eight weeks and were best suited to act as the

centrepiece for wider outdoor campaigns.

Bowmore's use of the medium is part of a Christmas campaign on 150 JC

Decaux Primetime network sites in the city, plus London Underground

cross-tracks and ads in national and regional papers and men's style

magazines.

The campaign breaks this week and runs for a fortnight.

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