This campaign appeared on APN Outdoor and Adshel from January 26th, 2015. Media by MediaCom; Creative by doohfa.

Universal Pictures

Fifty Shades of Grey, literally

Reproducing basically a wholly grey print campaign should be easy, right? It’s pretty much just one colour? And for only one of the most talked about, highly anticipated films of 2015?

The Fifty Shades of Grey campaign is exactly the type of out-of-home challenge we love at doohfa. The campaign needed to retain its classy and tasteful feel consistently in all conditions.

Starting with global assets of multiple creative – each shot differently, with subtly distinct styles and colour palettes – our first challenge was adapting the layouts for the Australian market and maintaining a consistent look and feel campaign-wide.

The second challenge was reproducing the creative across a range of out-of-home substrates – from self-adhesive to perforated vinyl – for placement in a variety of situations – from backlit street furniture to fast-moving bus megasides.

Fifty Shades of Grey Traditional Campaign for Out-of-Home