Launching Castore's light collection was incredibly important for us as a brand,' said Saffron Milligan, global head of marketing at Castore. 'The team at FCB understood this and were able to develop creative that showcased our ambassador roster, brand values, and the new products we had to offer.'
The billboard uses unique reflective materials to draw people's attention. According to the brand, the glow of the posters in the night acts as a beacon for all athletes, helping them to train through the dark nights but also to train through the dark moments and to turn disappointment into motivation. Jack Walker, head of art at FCB London, added: 'We're constantly seeking ways to blend creativity with innovation, to tell a story that resonates beyond words. Our latest collaboration with Castore, in partnership with Buildhollywood, is a testament to this. We've taken Castore's reflective material and turned it into not just an ad, but an experience.'
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