For His Return To The Big Screen
Campaign: Ali G: Who Iz I?
Location: Westfield Stratford City
Media planned by: Westfield Rise, Talon Outdoor and MG OMD
Format: Chestnut Plaza Entrance Takeover
For a limited time, Westfield Stratford City has a new identity.
To celebrate the return of Ali G, Westfield’s iconic signage was given an Ali G-style makeover by turning the destination logo into “Westfield Staines Massiv” - a nod to Ali G’s infamous hometown and the character’s enduring cultural status - as part of a dramatic activation to promote the release of the new Amazon Studios movie, Ali G: Who Iz I?
The playful OOH stunt, unveiled by an Ali G character at Westfield Stratford’s Chestnut Plaza entrance, brought a little bit of Staines to Stratford by placing one of Britain’s most recognisable comedy characters into the fabric of one of London’s busiest destinations.
Created through a collaboration between Westfield Rise, the in-house retail media agency of Unibail-Rodamco-Westfield, Limited Space, Talon Outdoor and MG OMD, the campaign creatively brought the recognisable IP to life by incorporating an iconic landmark into part of the creative – all whilst tapping into the growing appetite for in-real-life experiences that people can encounter, capture and share.
The location also puts the activation directly in front of an audience with a genuine connection to the film. Westfield Stratford City attracts more than 50 million visits a year, while its VUE cinema is a 20-screen, 2,817-seat venue that Vue describes as its third highest-grossing cinema in the country.
And while Ali G first appeared more than two decades ago, the character's visual identity and catchphrases continue to resonate across generations. For those who remember Ali G Indahouse, the campaign offers an instant hit of nostalgia. For younger audiences, meanwhile, the deliberately oversized, irreverent in-real-life intervention taps into a culture where unexpected physical experiences can become content in their own right.
“For a character whose cultural vocabulary is rooted in places, people and street-level observation, the physicality of the creative feels particularly fitting.
This was a creative idea that felt completely true to the IP, whilst using Westfield’s elevated reach to create a moment that can be seen, shared and celebrated.”
Toby Fairlamb, Sales Director at Limited Space
The campaign ran at Westfield Stratford between 12th and 25th October 2026. Ali G: Who Iz I? arrived in cinemas on 23rd October 2026.
Want to discuss this further? Please feel free to get in touch if you would like to talk to us about opportunities relating to anything mentioned above or any other queries.