La Bomba

Global, the Media & Entertainment group, has partnered with Carolina Herrera to create the first 3D outdoor campaign at scale across London, creating a showstopping presence for the launch of Carolina Herrera’s joyful new fragrance, La Bomba.

3D butterflies from La Bomba’s sculptural bottle were seen bursting out of the frames of more than 150 digital screens across the Transport for London network last month.

A bespoke creative was also produced for the connected screens next to the escalators (Ribbons), and La Bomba took over all platform posters at Oxford Circus station.

Laura Zambon, Senior Digital Campaign & Media Manager, Carolina Herrera said: “At Carolina Herrera, creativity sits at the core of our strategy and any of our campaigns. The launch of La Bomba marks a landmark moment for the brand and we could not think of a better way to kick off the campaign than bringing its storytelling to life through this historical outdoor campaign in partnership with Global. A memorable initiative driving reach, affinity, and impact across London.”

Anto Chioccarelli, Global’s Creative Director for Outdoor, added: “The outdoor teams here at Global are always looking for ways to push the boundaries of what advertising can do, so we love it when we get to work with creatives with the same ambition, like the brilliant team at Carolina Herrera. The result is a beautiful, showstopping campaign that captures the attention of people travelling across London and launches the La Bomba brand in a way that no other media can.”

Chris Reader, Head of Commercial Media at TfL said: “It’s great to see our advertising space used in such a unique way, showing how innovative advertisers can be on our estate to create impactful campaigns that reach the millions of people that travel across our network.

Global has created a short film to bring the outdoor campaign to life on social media. The video features vivid red and pink CGI butterflies flying out of digital screens on the London Underground.