From tomorrow, Saturday, January 4, will be available on Netflix “Dracula” the new and highly anticipated series signed by the creators of Sherlock, Mark Gatiss, and Steven Moffat. While the streaming giant took care of online advertising, the BBC, producer of the series, has created an “analog” campaign through a series of billboards placed in London and Birmingham.

The BBC Creative team wanted to challenge digital, creating a billboard capable of changing images without the use of technology, screens or anything else.

But how to do it? Easy, by playing with light.

Yes, during the day, with lighting coming from above, the billboard seems to be pierced by wooden poles; at night, when the light comes from the left, the shadows of the poles reveal Dracula’s profile with sharp teeth.

BBC Creative director Olly Harnett told The Drum: “Our campaign for Dracula leaves the audience in no doubt, they can expect something fresh and unexpected from this extraordinary adaptation of the classic vampire“.

Check out the campaign below and watch the Dracula trailer!