In the ever-evolving world of out-of-home advertising, few campaigns have managed to capture attention quite like The Kraken Rum’s recent takeover of London buses. With its signature blend of dark mystique, bold visuals, and striking originality, The Kraken didn’t just place an ad – it made a statement.
Let’s dive into what made this campaign such a showstopper and how other brands can harness the power of bus advertising to make a lasting impression.
The Kraken Takes London
Londoners are no strangers to bus adverts. From political messaging to perfume launches, the iconic red double-decker has long served as a mobile billboard. But the Kraken Rum elevated the format with an unforgettable creative twist.
Rather than simply sticking to standard bus wraps, The Kraken transformed entire buses into monstrous moving tentacles of its mythical sea creature. One design, in particular, stood out: giant black tentacles seemingly bursting through the roof of the bus, complete with dramatic 3D effects, eerie lighting, and chilling branding. It wasn’t just a bus. It was an experience.
The brand complemented the spectacle with social media buzz, teaser content, and a wider campaign narrative that tapped into its edgy, mythical identity. It blurred the line between traditional advertising and performance art, and London couldn’t look away.
Why It Worked
1. Bold Creativity
The Kraken didn’t just advertise; it told a story. The campaign was immersive, visually disruptive, and entirely on-brand. It brought fantasy into the everyday and made people feel something – surprise, curiosity, even a bit of fear.
2. Strategic Placement
Buses move – and so did the message. With high visibility across central and outer London, the campaign reached millions. The moving elements amplified the spectacle and ensured dynamic exposure across a diverse audience.
3. Social Media Integration
In today’s world, the physical and digital must go hand in hand. Passers-by snapped photos and shared videos. Influencers jumped on the trend. Suddenly, the bus became more than an ad – it became content.
4. Brand Alignment
Every inch of the campaign reflected The Kraken’s dark, adventurous branding. There was no disconnect between the product and the platform. It felt natural – like the Kraken belonged on those streets.
How Other Brands Can Leverage Bus Advertising
You don’t need mythical sea monsters to make a splash. Here’s how your brand can take cues from The Kraken and make bus advertising work for you:
1. Think Beyond the Banner
Instead of treating a bus like a flat surface, consider how to play with its shape. 3D add-ons, interactive QR codes, or wrap-around designs can create a more memorable experience.
2. Be Visually Distinctive
Bold colours, surprising imagery, and clever use of space can elevate your brand. Remember: people often see buses on the move or in traffic, so your message should be quick to digest and hard to ignore.
3. Integrate Offline with Online
Encourage people to snap and share. Add a hashtag, a playful challenge, or augmented reality features. Your bus can become a viral moment – if you give audiences a reason to engage.
4. Match the Medium to the Message
A bus advert should align with your brand’s tone. If you’re quirky, go surreal. If you’re premium, go sleek and minimal. The medium is flexible, but your brand identity must be clear.
5. Think in Campaigns, Not One-Offs
The best bus ads are part of a bigger narrative. Use them to build anticipation for a launch, reinforce a digital campaign, or spark curiosity that leads to search and discovery.
The Kraken’s London bus campaign was more than just clever marketing – it was a masterclass in experiential advertising. It challenged expectations, owned the streets, and created a moment that lived far beyond the roads of the capital.
For brands looking to stand out in a crowded media landscape, bus advertising remains an underrated yet powerful format, especially when approached with courage, creativity, and cohesion.
So the next time you see a bus roll by, ask yourself: could your brand ride that wave too?
