Beatwax floors Aslan (Sitegeist)
Visitors to London's Oxford Circus will be regaled today by the sight of a giant 3D chalk rendition of Aslan, the lion of Chronicles of Narnia fame. (24 June '08)
The idea came (naturally enough) from the "ideas agency" Beatwax which has created notable launch campaigns in sectors as diverse as the film and the alcohol industries. Beatwax numbers Paramount Pictures, Sky, easyJet, MySpace and Yahoo among its client roster.
The Aslan project saw the pavement of Argyll Street sport the 3D chalk art to coincide with the release of The Chronicles of Narnia: Prince Caspian which goes on national release on Thursday 26 June. Beatwax executed the idea via renowned 3D chalk artist Joe Hill. Chosen because of its proximity to Oxford Circus station which is already a blaze of Prince Caspian branding, Argyll Street becomes a focal point for Aslan fans and consumers in and around Oxford Street
The film itself is the sequel to The Chronicles of Narnia: The Lion, the Witch and the Wardrobe, and this time follows the four Pevensie children on their return to Narnia. Their quest in the film is to overthrow King Miraz with the help of Aslan and the exiled heir to the throne, Prince Caspian.
“What better way to communicate the magic of Narnia than have a 3D chalk drawing of a character from the film materialise on the streets of London?” commented Michael Brown, managing director of Beatwax. “We decided on Aslan as he’s hugged so many times throughout the film that children would love to have the chance to have their picture taken with him. This idea will definitely add to what has been a heavyweight promotional campaign and provide for another angle to focus yet more attention on Prince Caspian.”
RK
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