Maynards Bassetts Adlifts Sets The Juice Loose
This summer, we were proud to play a key role in helping to ‘Set the Juice Loose’ – bringing Maynards Bassetts’ latest campaign to life.
Transforming everyday shopping centre lifts into an unexpected moment of tension, theatre and playful storytelling, we were able to put Maynards Bassetts’ much-loved Wine Gums and Jelly Babies into some particularly sticky situations, based on the fantastic work by global creative agency VCCP.
As part of a series of bespoke lift executions across the UK, we delivered the striking installations that create the campaign’s signature moment. One lift door features a seemingly defenceless gummy, whilst the opposite door hosts a menacing wall of metal spikes. As the lift doors begin to close, the two elements move towards one another, turning a static environment into a genuinely dynamic piece of OOH.
Crucially, the movement of the lift doors became part of the creative itself. Rather than simply displaying the idea, the installation actively plays it out in front of audiences, with the doors creating a moment of theatre that builds naturally with every opening and closing. It’s this dynamic interaction between the physical space, the movement of the lift and the creative that makes the experience feel unexpected, engaging and true to the playful personality of the campaign.
Planned and booked by Publicis Media UK, the executions have been installed in shopping centres across the UK, including Liverpool One, Metrocentre, The Trafford Centre and Watford, putting the campaign directly into the everyday journeys of thousands of shoppers.
“This is a fantastic example of what can happen when you cleverly marry the medium with the message. By using the natural movement and function of the lift as part of the creative, we’re able to let the concept do the talking. It’s a brilliant demonstration of how thoughtful, well-executed OOH can turn a simple idea into something people experience, rather than simply see.””
Carly Barrett, Account Director at Limited Space
The result is an experience that catches people off guard, creates a genuine moment of anticipation and brings the playful personality of the campaign into the real world - demonstrating how OOH can move beyond simply being seen to become something that happens in front of you.
The campaign builds on the success of Maynards Bassetts’ long-running ‘Set the Juice Loose’ platform, which has previously picked up recognition at the Campaign Big and Creative Circle Awards and topped Campaign’s ‘Best Outdoor’ list in 2023.
Alongside the bespoke lift installations, the wider summer campaign features nationwide OOH activity showcasing the bold ‘Corkscrew’, ‘Juicer’ and ‘Blender’ executions, with the campaign running across OOH and social throughout the UK.
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.