Strip Bayonetta - Innovative 2009 Japanese billboard Ad

In the lead-up to Bayonetta’s Japanese release in 2009, Sega executed one of the most memorable and unconventional marketing campaigns in video game history.

Rather than relying solely on traditional posters or trailers, Sega turned high-traffic areas of Tokyo (most notably Shinjuku Station) into interactive advertising spaces. Large billboards and wall posters appeared covered in layers of stickers. At first glance, they looked cluttered and unfinished. The invitation, however, was intentional.

Passers-by were encouraged to peel the stickers away. As each layer was removed, the image underneath slowly revealed Bayonetta herself, the game’s unapologetically provocative protagonist. The act of “uncovering” the character became part of the experience. Each sticker doubled as a takeaway promotional piece, containing information or links to Bayonetta’s website. They were also scented with the faint smell of Bayonetta’s perfume.

Bayonetta, after all, was designed to challenge norms: hyper-stylized, assertive, and knowingly theatrical. Sega’s marketing leaned into that identity rather than sanding it down for mass appeal.

At the time, the campaign generated significant buzz both in Japan and internationally. Photos of the posters still circulate online and gaming publications highlighted the approach as a standout example of experiential marketing, especially in an era when video game advertising was still largely conservative and formulaic.

More than a decade later, the Shinjuku Bayonetta posters are still referenced as a case study in how physical advertising can invite participation rather than passive consumption. It was not just about being seen; it was about being touched, altered, and completed by the public.

In hindsight, the campaign feels like a perfect snapshot of its moment: a bold character, a confident publisher, and a city uniquely suited for playful disruption. Sega didn’t just advertise Bayonetta, they staged her entrance, one sticker at a time.

From our research, we believe the model for Bayonetta in this ad is a Ukrainian model named Olena - little information can be found on her online.