Warner Bros.' Caruso Affiliated and GES celebrate the holiday release of Sherlock Holmes, starring Robert Downey Jr. and Jude Law. More than 60 million shoppers experienced the themed environment, which generated increased awareness for the film and built buzz around the Christmas Day opening.

Objectives

• Reproduce 19th-century London and the famed Baker Street to promote Warner Bros.' newest film and major holiday release, Sherlock Holmes.
• Engage visitors of all ages in a full-sensory experience inspired by key scenes from the film.
• Provide consumers a sneak peek of the film at one of the country's premier lifestyle shopping centers.

Solutions

• A 20-foot-tall replica of Big Ben complete with signature ringing bells, flickering gas-lit lamp posts, foggy cobblestone streets, and the classic shrill of an old-time policeman's whistle.
• Video kiosk hidden in decorative barrels and crates featured film trailer and a behind-the-scenes Making of Sherlock Holmes featurette.

Results

• With more than 60 million impressions from the film promotion at the Grove, Guy Richie's Sherlock Holmes set a single-day record with 24.9-million-dollar holiday opening.
• Won the Silver OBIE award, which highlights the best creative work in out of the home and outdoor advertising.