Is Resident Evil’s immersive 3D zombie ad too scary for a public space?

Out-of-home (OOH) 3D billboards, a new technology enabling the creation of hyper-realistic ads that drive engagement, offer a whole new canvas for advertisers – but will horror advertisers in particular bite? more than they can chew?

As the industry creates groundbreaking displays, Netflix’s latest series Resident Evil recently revealed a 3D NYC billboard, featuring a realistic zombie-like creature (a licker, if you know the lore) violently escaping from a glass cage. This macabre spectacle sparked a debate – was it too scary for such a public space? The question comes as realistic 3D OOH billboards have wowed nations across the globe.

We sat down with four experts from past and present Drum Awards for Out of Home judges to hear their thoughts on whether this type of display advertising should be more regulated.

Heawon Yoo, Executive Vice President, Marketing, Lightbox OOH Video Network

Advertising on 3D billboards continues to impress me with its creativity. Netflix’s Resident Evil is meant to surprise, and perhaps scare, which I think it totally succeeds at. Some may question the relevance of such chilling images in a public space, but I think there are a few qualifiers that keep it from crossing a line. One is the fantasy aspect of the creature. I compare it to dinosaurs from Jurassic World – they are scary, but they don’t currently exist. And two: the contextual relevance of the Times Square environment. Some would say there are scarier things to see.

Kidding aside, 3D executions literally push the boundaries of support in amazing ways, but they should be approached with the same considerations that apply to more traditional OOH platforms. I imagine other non-3D executions for Resident Evil featuring the same creature could be placed in other OOH environments – perhaps even home environments – without review. The fact that this 3D version brings it to life is no reason to enforce the regulations.

Jean-Christophe Conti, Managing Director, VIOOH

It’s important to remember how context and data can help advertisers maximize their campaign’s relevance by understanding which audiences can potentially be exposed to a specific creative in a broadcast audience environment. Using data triggers such as sunrise and sunset could be used to display only after dark when children are more likely to be home. Similarly, in programmatic campaigns, geo-targeting of anonymized mobile audiences that index heavily for certain genres and interests can be used to increase relevance.

I think these 3D ads are just the beginning of the kinds of technological advancements we’re going to see in the digital OOH (DOOH) world, and I can’t wait to see how the flexibility and efficiency of programmatic can help push these advances even further. .

Anna Bager, President and CEO, Out of Home Advertising Association of America

Against the backdrop of the highly diverse environment of Times Square, the use of breathtaking and immersive anamorphic 3D OOH creations has been and remains an impactful and surprising way for brands to connect with their desired audiences, especially when tourists return to New York. . Additionally, as an industry, OOH media providers take seriously the role they play in placing advertisements on their countless screens in communities across the country, and they strive to meet local standards of content acceptability.

Avital Pinchevsky, Executive Vice President and Global Chief Creative Officer, FCB Chicago

It’s very well done and a great example of how technology can literally bring an idea to life. It’s eye-catching and fun and makes good use of the property. It’s not the most conceptual OOH, but it’s certainly enjoyable and groundbreaking.

I don’t think this should be considered too scary to display in a public space in 2022. People, including children, are quite desensitized due to constant exposure to video games, movies with villains and Moreover. This isn’t the world’s first 3D monster, and it won’t be the last.

It’s not the first time Netflix has displayed a horrifying experience, last year Publicis Italy released “A Classic Horror Story” to play on the public’s fear of strangers.

The Drum Awards for Out of Home are now open for entries. Be sure to enter before Wednesday, September 14.

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