Brief Explanation

The “DAZN Human Billboard”, a campaign to create hype around the Japanese football season kick-off, is an interactive outdoor campaign that incorporates both a traditional/human billboard and digital display placed on opposing ends of an intersection. On the 3.5mx8.5m billboard designed to look like a stadium stand, 18 football fans sat motionless like the mannequin challenge. Passersby were invited to come up on stage to play a digital penalty kick game, where they would flick the ball on a tablet screen towards the large digital display on the other side of the crossing. A goalkeeper would appear on the screen and try to defend the goal. The moment the challenger took the shot, the 18 fans on the billboard would suddenly start singing football chants slotting the challenger’s name and applauding them for their challenge. By involving the entire intersection, we recreated the liveliness of a football stadium.