20th Century Fox Outdoor THE CROODS SALUTE SPRING SOLSTICE by Pslive

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THE CROODS SALUTE SPRING SOLSTICE

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Industry Records & Cinema Production
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency Pslive
Producer Rebecca Pearson, Balpreet Mangat
Photographer Jeff Moore
Released November 2012

Credits & Description

Advertiser: 20TH CENTURY FOX
Agency: PSLIVE
Category: Special Build
Producer: Balpreet Mangat
Photographer: Jeff Moore
Producer: Rebecca Pearson
Chief Creative Officer: Michael Brown

Ambient Execution Description
The most potent symbol worldwide of early humanity's quest for light is Stone Henge. We entered into negotiations with English Heritage to use the site as the centre of our activity. We were eventually granted access to the inner circle as a one off, never to be repeated occurrence on the eve of the vernal equinox: A day that has been celebrated since Pagan times as the advent of Spring and the coming of the sun.Emulating the film's title style which appears to be carved out of granite boulders, much in the same manner as Stone Henge itself, we carved our own boulder effect letters to emulate the design of the massive Neolithic structure. These were assembled in the heart of Stone Henge to create the illusion that Stone Henge actually spelt the words 'The Croods' when viewed from a certain angle – perhaps solving the mystery of what Stone Henge really means!To add an experiential element, local school children and Scouts were recruited to help heave our stones into place in much the same way as the original stones were transported to the site – by rope and logs.TV archaeologist Julian Richards an author and renowned expert on Stone Henge was recruited to add expert comment on what happened really around the vernal equinox at Stone Henge in prehistory, in contrast to the more gentler developments of modern times as exemplified by this film launch!