Thanks to a multimedia campaign, mainly focused on OOH, we spread the word out. A legion of fans took notice!

But that wasn´t enough: The amazing Spider-man himself stepped in.

How?

We used a regular horizontal 8*3 panel in a premium location, in Lisbon, and flipped it vertically into a 3*8 to get the most of a skyscrapers landscape picture.

A life-size Spider Man (3D) popped out in the middle of the panel mimicking his famous jump from the top of the buildings to announce his arrival to movie theaters on July 5th.

And then, on the opening day, an unexpected twist:

The amazing Spider Man fled from the outdoor panel, leaving the following message: 'where did Spider Man go? Discover him in movie theaters!'

With an average traffic of 200,000 cars per day, this innovative outdoor was a success!

Also, in the print, with several news highlighting the outdoor creativity.

Over the first week of exhibition 89.000 people watched the movie.

The Amazing Spider-Man got a total audience of 183.000 people and ranked on the TOP 25 most watched movies in Portugal.