The campaign leaned into spectacle to create a genuinely unmissable, shareable moment that blurred the line between fiction and reality. Drawing on the Sea of Monsters storyline, the creative approach brought the mythological Kraken to life on London’s Southbank through the installation of giant tentacles appearing to rise from the river. Carefully designed environmental effects amplified the illusion, transforming a busy public space into a cinematic scene straight out of Percy Jackson. 

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The results reflected the power of this bold, experiential approach, with strong organic engagement both on-site and beyond. Fans actively participated, often stepping into the role of storytellers by explaining the scene to newcomers, further amplifying awareness through word-of-mouth and social content. Media partners and brand ambassadors extended the reach, ensuring the moment lived well beyond its physical footprint. Key outcomes included:

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2 days live / 1009 photo moments captured / 1308 passersby engaged