The Brief

Kraken briefed us to execute a breakthrough online and offline brand stunt that would turn heads and drive fame. We were challenged to showcase the brand’s disruptive character to a large audience that spanned multiple UK cities.

The Big Idea

In the summer of 2024 The Kraken attacked the UK. We produced an epic 25ft tall black tentacle that was bursting from the ground at Leicester Square. But it wasn’t just an ordinary tentacle: it had an actual person ensnared in an iconic red telephone box that appeared as though it had been torn from the ground by The Beast.

In the lead up to London’s hero stunt The Kraken attacked other regional cities, starting in Glasgow before moving towards Birmingham and Brighton. This was visualised through CGI films that were distributed across The Kraken’s social channels and amplified through paid media.

The Results

Loyal brand enthusiasts followed The Kraken attacks closely on social media, with the hero videos receiving over 4.5 million in reach and over 5 million impressions.

On the ground we had over 250,000 people pass the tentacle in Leicester Square, with some travelling across the country to see the attack and many capturing and sharing on social images and video of the Beast’s victim screaming for their life.

The news of the attack absolutely flew in earned the following day, receiving half page pieces of coverage in both The Daily Telegraph and The Times.