Archer Troy Shoots for the Stars with “Out of This World” OOH for 'Project: Hail Mary'

With a pure PR idea and an innovative out-of-home execution, independent agency Archer Troy has unveiled its latest project for client Sony Pictures.

A spectacular PR stunt at Papalote Museo del Niño became the perfect welcome for the launch of the new Hollywood film ‘Project: Hail Mary’, starring Ryan Gosling.

Innovation once again took centre stage in a completely different kind of advertising activation: a real-time marketing move built around a powerful message that media picked up on instantly. The result: massive earned media across the country’s leading outlets.

The message read: “R+G SAVE STARS” — a call to action whose meaning becomes even more relevant after watching the film. The idea was supported by an official certificate and the exact coordinates of the constellation created exclusively for the actor.

“A message from beyond this planet. The first billboard ever created in the stars. Not just out of home, but out of this world,” said executives from the independent agency, adding, “It was incredibly special to see Ryan Gosling react so warmly to the first ad ever created in space. In his own words, it was a memory for life.”

Another milestone for Archer Troy and its clients — and one more step in their commitment to creating ideas that go beyond the expected.