Vodafone’s Lions South Africa rugby tour billboard – w
Ogilvy designed a 3D billboard for the Vodafone British and Irish Lions rugby tour of South Africa.
The campaign featured in London’s iconic Piccadilly Circus and depicted British & Irish Lions ambassadors Sam Warburton, Maggie Alphonsi, Paul O’Connell and Jeremy Guscott, being brought to life as 25-foot avatars. They can be seen bursting through a building façade and standing proudly in front of the Vodafone Lions flag.
The 3D experience was produced in a bid to celebrate the two brands and demonstrate how the network can connect fans to the sport.
Before the advert was aired Vodafone stated: “The technology will be powered by forced perspective, a technique which employs optical illusion to make an object appear farther away, which will be used to create the illusion of a 3D effect.”
“Ocean Outdoor’s digital model of the Piccadilly Lights will be mapped to the precise angle of the screen, warping artwork for spectators to experience in 3D from an optimum viewing area.”
Piccadilly’s unique curved structure made it the ideal stage for a digital-out-of-home 3D animation experience as it allowed sufficient room for objects and shapes to appear as if they were deep within the building.
Amazon’s The Wheel of Time series billboard – created by Amplify
Creative agency Amplify also created a hyper-realistic billboard for Amazon Prime Video’s fantasy series The Wheel of Time.
Rosamund Pike, the main protagonist of the show, is at the forefront of the 3D illusion that premiered at Piccadilly Circus, London, in November last year.
According to The Drum, Amplify, whose clients include Sony, Google and Airbnb, used a mixture of VFX, CGI and greenscreen, partnering up with VFX teams at MPC and Amazon Studios.
Amplify executive creative director Alex Wilson, who worked on the project, told the Drum: “Whether it lives as an impactful moment in time that can live on through social, or as part of a bigger campaign story, it’s a powerful tool for brands to harness in the right way.”
Wilson stated that having animated characters break the fourth wall of reality and blur the lines between content, OOH and experiential advertising, was marketing “like never before”.
“Creating 3D anamorphic billboards using characters, environments and IP usually restricted to being seen on TV or cinema screens is a huge world-building opportunity, especially when the studios and creators collaborate to bring them to life.”
“It’s an execution that can be witnessed by few IRL but experienced by many through content. A content engine can drive interaction and conversation through social, either as an impactful stunt moment or as part of a synchronized campaign plan.”
source : Youtube, Marketing Beat
