Space Jam film campaign turns billboards into basketball nets


To celebrate the release of the movie “Space Jam – A New Legacy”, Warner Bros. and We Are Social in France have transformed traditional billboard spaces into real basketball baskets in the street and outside cinemas.

Space Jam in OOH

The campaign will give French cinema goers the chance to stretch their legs with LeBron James and the Looney Toons basketball players.

“What’s up dunker?” asks the poster, featuring the Looney Toons and LeBron James – turning the billboard into a real basketball court integrated into its urban environment.

The new campaign was created by global socially-led creative agency We Are Social in collaboration with JCDecaux, Blue and TalentGroup.

“Space Jam – A New Legacy” opens in France on July 21.

A New Legacy is the sequel to Space Jam, a 1996 American live-action/animated sports comedy film directed by Joe Pytka.

That film starred basketball player Michael Jordan, and presents a fictionalised account of what happened between Jordan’s retirement from the NBA in 1993 and his 1995 comeback, in which he is enlisted by the Looney Tunes to help them win a basketball match against a group of aliens who intend to enslave them as attractions for their theme park.