Lionsgate Films employed a nation-wide multi-format digital out of home campaign to announce the August 14th UK opening of explosive action-movie Expendables 3.
The third instalment of the action franchise features a host of box-office stars, including Sylvester Stallone, Arnold Schwarzenegger, Jason Statham, and Harrison Ford, and promised a new team, new attitude, and new mission. The film introduces some new blood to the line-up of veteran action heroes, as they battle to take down Expendables co-founder and notorious arms trader, Conrad Stonebanks (Mel Gibson).
The campaign ran on JCDecaux and Exterion Media rail, retail and roadside screens, at locations across the country, including Cromwell Road, Westfield malls, M1 Arch and Motion@Waterloo. Creative, produced by Grand Visual, featured clips from the trailer and animated images of the stars along with the strap line "New team. New attitude. New mission".
