JCDecaux collaborates with M-Net to showcase how a simple twist to creativity can make an impact

JCDecaux sub-Saharan Africa, the leader in advancement in Out-Of-Home in Africa, announced that they   have joined forces with M-Net, a subscription-funded television channel broadcast in South Africa, to   showcase how a simple twist to creativity can make an impact, using one billboard and two creative   messages, to launch the commencement of season 5 of Prison Break.
 
 Prison Break, an America television serial drama which has been broadcasted for four seasons, returned to   M-Net on October 2, 2017 for the first time since 2009. M-Net wanted to create an outdoor campaign that will   launch the start of season 5 of Prison Break.
 
The campaign was executed through a two-phase approach, over a period of four weeks. As the urban population continues to grow and people spend more time outside of their homes, M-Net identified JCDecaux as an Out-Of-Home advertising solution partner to be the channel with a unique capability to offer real-life interaction and an opportunity to establish a dialogue with its target audience.
 
The first phase of the Prison Break campaign was the successful display of the main character (Wentworth Miller), standing behind prison bars. This was followed by the second phase of the campaign with the main character breaking free and escaping from prison with the display of the bars broken open.
 
Adelaide McKelvey of JCDecaux sub-Saharan Africa said: “at JCDecaux we strive to bring innovative Out-Of-Home (OOH) concepts to on-street reality. We are constantly finding new ways and thinking of innovative ideas to go above and beyond customer expectations”.