In February 2024, the humorous spy film Argylle celebrated its premiere. To draw attention to the theatrical release, we created a striking promotional campaign. For a period of two weeks, a giant photo opportunity in the shape of an oversized backpack with a cat took center stage — a real eye-catcher and popular photo spot. In addition, a prize wheel encouraged on-site interaction, giving participants the chance to win movie vouchers or stylish socks featuring the film’s design.