LONDON – Lloyds Bank has commissioned AOL, Kinetic and Projection Artworks to create an interactive projection spectacular as a live experience extension to its seasonal TV and online campaign, Love You to the Stars and Back. The projections on a 12-meter-high Christmas tree-like pyramid includes personalized messages with content including submissions from the general public.
More details from Projection Artworks (http://www.projectionartworks.com):
Running at the Observation Point in London’s Southbank between Wednesday 9 December and Sunday 13 December, the experience centers on a seasonally designed 12-metre pyramid structure that represents a Christmas tree. This becomes a canvas for the public’s projected personalized video messages, as sent to loved ones with Lloyds. The messages are recorded in a bespoke video booth.
During the day, the vinyl covered pyramid ‘tree’ will host projections of Lloyds’ branding. But, thanks to Projection Artworks’ proprietary ‘billboard mapping’ software, once the sun goes down, the tree will come to life through the personalized projection mapped video messages.
The five-day experience will be filmed and documented to share through traditional, online and social media.
Ros King, Marketing Communications Director at Lloyds Banking Group, said: “This exciting and interactive campaign amplifies the #loveyoutothestars message communicated within our new Lloyds Bank and Apple Pay TV commercial. We look forward to bringing the giant Christmas tree to life with content created by the public, allowing them to share and spread their love for others this festive season. I’m very proud of the work and am excited to hear what our customers and colleagues think of the new campaign.”
Projection Artworks’ Head of Outdoor, Kelly Eagle, added: “Lloyds’ ‘To the Stars and Back’ campaign has such a seasonal, magical feel that it lends itself perfectly to the awe of projection mapping. It’s sure to stand out on the Southbank as people enjoy absorbing the Christmas atmosphere. After successfully trialing our ‘billboard mapping’ software and technique earlier this year, we are now able to help even more OOH spaces come to life in this way.”
ected art and video-mapping for events, conferences, PR stunts, private parties and experiential activity. Often working with the world’s top advertising and event agencies, Projection Artworks has created spectacular works for brands such as Nike, Disney and Red Bull. The company is the only one of its kind to offer full-scale creative and production services under one roof.
