Animated lenticular postcards depicting the Kraken scaling and destroying Big Ben were offered as gift for purchase.
The Kraken vs London
Making monster headlines In London
Brand Activation
Brief
Set within the campaign platform “The Kraken Attacking London”, the activation was designed to transform a bold, narrative-led creative idea into an immersive physical experience. Featuring dramatic newspaper-style headlines and a striking illustration of the Kraken’s tentacles wrapped around Big Ben, the challenge was to bring this fictional takeover of London to life at launch.
Big Idea
Drawing inspiration from a traditional 1960s London newspaper stand, we reimagined the environment as though it had just fallen victim to the Kraken’s attack.
Each location transformed into a vintage-style Evening Standard newspaper kiosk. Scattered floor graphics, designed to resemble discarded newspapers marked with giant tentacle prints, created an immediate sense of disruption and urgency.
Where architectural columns were available, floor-to-ceiling lenticular installations animated scenes of the Kraken destroying Big Ben, adding movement, spectacle and theatricality to the experience.
To extend engagement beyond the retail space, lenticular postcards were offered as gifts with purchase. Customers could also have their bottles wrapped in specially created newspaper sleeves, styled as front-page editions reporting on the Kraken’s dramatic attack on London.
Result
The activation was rolled out across London’s major airports — Heathrow, Gatwick, Stansted and Luton.
- Creative, Design & Spatial Strategy
- Brand Identity & 3D Design Language
- Concept Design & Development
- Project Management & Installation
Designed as an old-fashioned London newsstand, the activation brought the Kraken’s mythical “attack on London” to life, blending nostalgic storytelling with War of the Worlds intrigue.
Purchases came wrapped in vintage-style newspaper, subtly entwined with the Kraken’s tentacles for a playful finishing touch.
