Global ‘Sunrise on the Reaping’ Gardens Bloom Across 30 Countries Teasing Trailer Launch
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United Kingdom - The Troubadour Canary Wharf Theatre, London
This month saw the launch of the trailer for The Hunger Games: Sunrise on the Reaping, and for fans of the franchise, it wasn’t the first sign that something was coming. Over the past week, large-scale floral installations have been appearing in cities around the world, quietly building intrigue before the official reveal. From London to Sydney to Bangkok to Milan, the unexpected arrival of these sculptural ‘gardens’ sparked widespread conversation online, with fans sharing images, speculating on their meaning, and tracking sightings across social platforms.
The Netherlands - Hoog Catharijne mall
Behind the global rollout, Lionsgate partnered with Blacklist to develop a master toolkit that would take an initial US activation concept and expand it into a cohesive international campaign. Blacklist were tasked with translating the original installations into a system that could be adopted by territories worldwide, ensuring consistency while allowing for local interpretation. Working alongside ARIAN GmbH, the result was a flexible framework that enabled over 30 countries to participate in the campaign.
US Activation - LA Ovation Hollywood Arch
At the centre of the toolkit was a clear visual direction rooted in the film’s key iconography, with the intertwined Mockingjay and Snake forming the basis of every installation. Floral elements were integral, with guidance encouraging arrangements to feel organic, layered, and slightly wild, supported by a vibrant colour palette drawn from the original key art to maintain richness and contrast.
Alongside this, the toolkit provided a range of build options, from flat-pack standees to fully realised 3D sculptures and site-specific adaptations, allowing each territory to scale their installation based on budget and location while maintaining a consistent global identity.
As the gardens began to appear, the campaign quickly gained traction. The staggered rollout encouraged discovery, with earlier installations building anticipation of what’s to come. In many cities, the installations became immediate photo opportunities, drawing in passersby and fans who documented and shared them across TikTok, Instagram, and X.
Belgium - Antwerp Central Station
One of the most notable outcomes has been the level of audience participation. Beyond capturing the installations themselves, fans began creating their own interpretations using flowers, illustrations, and digital edits, extending the campaign into a wider wave of user-generated content.
The recognisable silhouette of the Mockingjay and Snake, combined with the accessible nature of the floral concept, made it easy for people to engage creatively.
While the core design remained consistent, individual territories introduced subtle variations that reflected local environments and materials. Different flower choices, scale, and settings gave each installation its own identity, encouraging audiences to compare and share versions from different cities. This balance between consistency and local expression helped sustain interest as the campaign spread globally.
Canada - Toronto’s Sherway Gardens
What began as a series of physical installations has evolved into a broader social moment, driven as much by audience interaction as by the builds themselves. With over 30 countries taking part, the Global Gardens have created a visible, shared lead-up to the film’s release, turning public spaces into points of connection for fans worldwide!
