Ahead of the launch of the hugely anticipated movie IT: Chapter 2, ESI Media’s Evening Standard has partnered with Warner Brothers and PHD Media to build excitement and awareness in print, online and outdoor for today’s release.

Over yesterday and today a giant 3m red balloon is appearing at iconic London locations, drawing on the infamous iconography of Pennywise the clown. In a first for The Evening Standard, 14 8x4 sequential ads will also appear in print today.

The Evening Standard has also been placing vendors throughout the city wearing ‘Losers Club’ t-shirts and handing out ‘Losers Club’ badges, along with that day’s copy of paper. At 13 of these locations (including London Bridge, Liverpool Street, Oxford Circus, Victoria and Waterloo) there are smaller sized balloons. Images of red balloons are also being hidden in a series of social posts shared by The Evening Standard online to form part of an audience teaser campaign.