Out of Home Executions: How Light Projections Take Brands Outside of the Box
Whilst Out of Home can reach 98% of the UK population, there are still some locations we can’t reach with traditional posters. As specialists, we’re always looking for innovative ways to help our brands connect with audiences and when needed we’ll create our own canvas.
Last month, we discussed painting the sky with drone light shows, and this week we’re diving into light projection. A simple way to create large, dynamic digital billboards right in the center of the action.
The Different Types of Light Projections
Large Format Projection
Large format projections are quick and cost-efficient. They allow brands to take full-motion content and target multiple locations across an evening.
These projections cut through the clutter, disrupt the norm, and demand attention.
Lipton – Make Tea time Peace Time
Lipton, the world’s leading tea brand, and Peace One Day united for the UN International Day of Peace to inspire the world to connect and Make Tea Time Peace Time. The campaign featured an ambitious global moment of solidarity, where landmarks across the planet were taken over to offer words of encouragement.
Talon helped Lipton source iconic locations across the globe, identifying as many famous clocks as we could. The projections all went live on the same day across eight different time zones and helped create press globally.
Projection mapping allows us to seamlessly blend a building canvas with brand creative. Instead of taking a standard 10s DOOH piece of content and projecting it on a wall, we carefully build bespoke content which interacts with and amplifies the building’s features. The result is a turbocharged DOOH installation with serious impact.
We often choose iconic and famous buildings that tower over our target cities to amplify the message even further.
YouTube: Brit Awards
On the night of the prestigious BRIT Awards, YouTube Music wanted to “own” London, drive brand consideration and entertain guests arriving at the O2 via the Thames.
We partnered with London’s County Hall, London Eye, and Old Billingsgate to host a multi-canvas projection mapping show spanning 3 iconic locations along the Thames banks. The projection content played alongside synchronized lighting and festival-level sound to create an unmissable moment.
This resulted in a +166% increase in YouTube Music Brit Awards streaming year-on-year, as well as over 10,000 mentions of “YouTube Music” on social media during the campaign and BRIT Awards.
BBC – Glow Up
As the latest series of BBC Three’s Glow Up arrived at the halfway point, new host Maya Jama received the ultimate glow-up – in the form of an immersive 3D mural, which came alive at night.
TikTok make-up artist, Abby Roberts, and 3D make-up creator, Ines Alpha, collaborated to produce the ultimate glow-up on Maya.
During the day passers-by could marvel at Abby’s vibrant and intricate make-up design on the lifelike painting of Maya. Yet, for one night, the design was transformed by Ines’ augmented reality with a ‘living’ 3D flower design projected live onto the mural.
For all Light Projection enquiries please contact firstname.lastname@example.org