Paramount turned London’s street signs into a playful promotion for the new Street Fighter movie. By adding the word “Fighter” in the franchise’s distinctive orange lettering to familiar signs in London, the campaign turned everyday city infrastructure into an instantly recognisable piece of film advertising. The idea is brilliantly simple: half the movie title was already out there, hiding in plain sight. Rather than interrupting the city with traditional ads, Street Fighter found a way to make the city itself part of the campaign.
