ZenithOptimedia and Google bring the BFG Dream Jar Trail to the UK

As a young buck, I was all about Roald Dahl, and of all the great author's beloved children's books, The BFG was my favourite. Dahl perfectly managed to capture that impossible middle-ground between sheer terror and war fuzziness, and this same quality was arguably captured almost as effectively by the 1989 animated film. I've yet to see the 2016 CGI version, as it isn't set to be released here until the end of the month, but, whilst it hasn't perhaps performed as well at the US box office as many would have predicted, I have every reason to believe it will be a creative success. I mean, it's Steven Spielberg and Roald Dahl. What's not to love?

“In partnership with Google, we used our owned-first planning approach to devise an innovative campaign for Entertainment One”

In order to help the film gain a little more traction over here this summer, ZenithOptimedia has partnered with Google to promote the ambitious “BFG Dream Jar Trail,” a new public art installation, inspired by the film's highly anticipated UK release. Zenith was responsible for the overall media campaign strategy for the film release, which incorporates the use of Google’s ground-breaking Nearby Notifications technology, the first commercial use of the technology in the UK. Ahead of the film’s release on July 22, the film's distributor Entertainment One is working with London & Partners, Save the Children and Zenith to launch the public art trail. This unique “Dream Jar Trail” art installation will showcase the childhood dreams and aspirations of a host of well-known personalities such as Steven Spielberg, Maisie Williams (Arya Stark from Game of Thrones) and the BFG himself, Mark Rylance, in 50 giant 6 foot jars placed at famous London landmarks including Trafalgar Square, St Paul’s Cathedral, The Tower of London, Leicester Square, The Emirates Stadium and several other locations across the UK.

Maisie Williams

Google’s Nearby Notifications technology will enable consumers to receive a notification on their Android handset when they are within 15 metres of the jars. Without having to download an app, the subtle push notification will inform consumers Dream Jars are within walking distance. Fans will be able to click through to a wide range of digital content, including further information on each of the jars, the Dream Jar Trail and the film’s release. All Android handsets, when Bluetooth enabled, have the ability to be part of The BFG Dream Jar Trail, increasing the reach and depth of the experience. iPhone users digitally discover The BFG Dream Jar Trail by opening Google Maps or through Google Now Cards when in close proximity to a jar. The installation launched on Saturday July 9 and will remain in place until Wednesday August 31. Following the campaign, the Dream Jars will be auctioned by Paddle8 to directly support Save the Children, who work to give children around the world a healthy start in life, the opportunity to learn and protection from harm, and Roald Dahl’s Marvellous Children’s Charity, a UK-wide specialist nursing programme.

“We hope the BFG Dream Jar Trail will inspire people to protect the dreams of children no matter where they are”

Bosco Tench, Planning Manager at Zenith said: “The BFG is a classic British story, authored by one of our national treasures; we’re incredibly excited to get the opportunity to launch the campaign. In partnership with Google, we used our owned-first planning approach to devise an innovative campaign for Entertainment One that would extend the reach of their experiential activity and encourage engagement with The BFG campaign at all stages of the consumer journey.” Kezia Williams, Head of Theatrical Distribution at Entertainment One UK, added: “Not only does The BFG Dream Trail offer the perfect way for us to engage with the audiences ahead of the film’s launch, but it also presents a fantastic opportunity to make use of innovative technology to offer consumers a wealth of digital content. We have a longstanding relationship with Zenith; the agency is an integral part of the campaign, being instrumental in bringing the trail to life and devising the ad campaign to support the film. We’re really looking forward to seeing the public reaction to The BFG Dream Jar Trail which we hope will inspire people to protect the dreams of children no matter where they are.”

Mark Rylance

The Google partnership for the Dream Jar Trail is part of a wider media campaign strategy by Zenith called “The Giants are Here,” in which the agency planned a campaign to represent the scale and excitement of this blockbuster release. A TV promotion with ITV is another highlight of this campaign and is a further extension of the Dream Jar Trail. Entertainment One worked with ITN Productions to create a series of “Breaking News” alerts, which feature a news anchor reporting on giant footsteps in the capital, an interview with a child’s sighting of the BFG’s Snozzcumber and a Dream Jar containing Sophie’s dream by the river at Southbank. These Breaking News alerts will be appearing on primetime ITV shows in the coming week, as well as social channels and in native online content. Overall, it's an incredibly ambitious and involved campaign that sets a pretty high standard for the big summer family movies. Your move Pete's Dragon!

Steven Spielberg

Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.