LYNX
Project: ANGEL AMBUSH
Client: Kinetic | Unliever
Media: JCDecaux Transvision & Ocean Outdoor Birmingham Bullring
In Charge: 4th March 2011
THE SOLUTION
Created by Mindshare Invention and produced by Grand Visual, the Unilever campaign blends live, real life footage with live-action studio footage of the Lynx angels. The activity is managed through live vision mixing and involves a complex integration of bespoke software with existing media owner infrastructure. Floor media was designed to create anchor points enabling the digital angels to seemingly interact with real people.
The campaign takes sole ownership for two days per site on JCDecaux’s Transvision screen at Victoria Station on 5th- 6th March, and on Ocean Outdoor’s Birmingham Bullring Screen 10th-20th March, two high footfall locations to create real crowd engagement. The activity builds on the current ATL theme ‘Falling Angels’ and supports broader outdoor and digital campaign activity.
THE RESULTS
This is the first time an augmented reality campaign has run on large format digital billboards in the UK. To interact, members of the public stand on a designated spot in front of the screen where a camera captures the scene and displays it on the digital site.
The viral film has achieved over 950,000 views on youtube and the campaign PR'd around the world including this piece on Wired.
