Orchard Road descends into nightmare in Warner Bros.’ IT activation

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Ahead of the premiere of IT: Welcome to Derry on 27 October, Warner Bros. Discovery and Omnicom Media Group (OMG) agency Hearts & Science have transformed Singapore’s Orchard Road into a chilling reimagining of Derry, Maine.

The two-week activation takes over key spots in Orchard with a full digital bus shelter buyout and haunting projections at Midpoint Orchard. Commuters emerging from Somerset MRT will enter a sinister Somerset linkway, each step drawing them deeper into Pennywise’s lair. Locations were chosen for their high foot traffic and strong appeal to younger audiences.

On the night of the launch, 23 October, eerie figures straight from 1960s Derry — the ITWTD wanderers — silently roamed the streets clutching the iconic red balloon, sparking intrigue and conversations both online and offline.

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The Orchard Road takeover was executed in collaboration with OOH media network Stellar Ace and activation agency Screame, strategically timed around Halloween when many brands roll out seasonal campaigns.

Beyond the streets, the activation extends to DOOH through Moove Media, as well as GrabAds across mobile and car wraps.

“Given the iconic nature of the IT series, we understood the need for a high-impact activation in one of Singapore’s most prominent locations, transforming an on-screen story into a physical experience that captivates and draws people into the narrative," said Rochelle Chhaya, CEO of Hearts & Science Asia Pacific.

She added, "This meticulously planned strategy reflects Hearts & Science’s vision of building moments that matter for consumers, creating experiences so impactful and immersive that they linger long after they happen.”

OOH horror campaigns have been gaining traction across the region. In Malaysia, Warner Bros Malaysia brought terror to the streets of Klang Valley ahead of The Conjuring: Last Rites, with iconic franchise characters Valak and Annabelle surprising passengers in specially themed Grab rides. “We love bringing terrifyingly fun experiences to scare up a major buzz for the movie,” said a Warner Bros Malaysia spokesperson at the time.

This isn’t the first time Warner Bros has brought horror into everyday moments. Its Final Destination: Bloodlines campaign, crafted by the studio’s in-house marketing team, aimed to stir paranoia and “bring fresh trauma” to audiences outside the cinema.

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