Aquaman 2 was set to be released in France on December 18.

Warner Bros came to us telling us they wanted to have a brand activation campaign to get people's attention.

The brief was to be identified as the Christmas blockbuster, family movie to go see during the Holidays. The budget was very limited so the client had a social-media-oriented campaign in mind.

Very soon into our work, we figured that in early December, families are all about Christmas shopping, and especially Christmas-tree shopping. So we wanted to get the attention off all these families.

The idea was very simple : we created tiny billboards and placed them inside the tanks in Truffaut stores (gardening and pet stores).

So we created a bespoke media for Aquaman, King of Atlantis, inside his natural habitat, with faithful fish around him.

Our strategic thinking came down to the following : we want Aquaman to be identified as the feel-good, family movie to see this holiday season, and we need to reach families in France.

We figured that in early December, families are all about Christmas shopping, and especially Christmas-tree shopping. So we wanted to get the attention of all these families and researched where people went to get their Christmas tree.

It turns out that France's biggest Christmas tree seller is Truffaut, a French gardening and pet store (with IKEA as a close second but with less stores, and Jardiland in 3rd place).

The idea was very simple : we created tiny billboards and placed them inside the tanks in the Truffaut stores.

And they are really tiny (15cm tall)

So we created a bespoke media for Aquaman, King of Atlantis, inside his natural habitat, with faithful fish around him.

3000 tiny billboards, spread across 65 stores all over France.

The billboards were placed between December 10th and December 20th, a very busy period for Truffaut.

This campaign was an absolute success in terms of ROI, as it cost the client literally 12K€, and had tremendous results, as people were exposed to it in the Truffaut stores, but it also gained traction on social media and PR.

- 3.2 million people were exposed to the billboards in store during the 10 days of airing.

- 24.5 million people were exposed to the campaign online, through Social Media and PR/earned media.

And most importantly, Aquaman 2 scored #1 in the French box-office as soon as the first day.