A promotional poster like every other. It starts with a young, pretty woman using make-up remover accompanied by some promotional text like "The nightly make-up removal routine". But then something unsettling happens. As you pass by, the woman on the poster slowly turns into a zombie. An announcement for the new season of "The Walking Dead" on FOX's new pay TV channel becomes visible. The hit American series co-produced by Fox International Channels has been exciting Zombie fans around the world since 2010.
The advertising impact was enormous despite the fact the posters developed by SAINT ELMO'S were only present in a few places. Passers-by filmed and photographed the subject’s horror effect and spread it on the social web. On Fox's Facebook page alone, the post was shared 1,500 times, commented on more than 200 times and more than 2,500 people liked the advertisement.
The industry magazine HORIZONT.net selected it as the ‘advertising idea of the day’ and WELT kompakt proclaimed it “a poster promotion success".