Last night’s spectacular six-minute light projection in Sydney, Melbourne and Brisbane brings to life Telstra’s Christmas product line-up

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Screen shot 2010-11-04 at 9.24.04 AM.pngUPDATE: VIEW VIDEO OF THE EVENT Last night, as part of its 55 days of Christmas campaign, ‘A little extra Giftness’, Telstra  transformed three iconic buildings in Sydney, Melbourne and Brisbane using a series of breakthrough high-definition projections. Inspired by the traditional advent calendar, the six-minute light projection brought to life Telstra’s Christmas product line-up, mapped to the exact shape of the buildings with a 3D twist in building projections at these three sites:

Customs House, Sydney 

Federation Square, Melbourne 

Town Hall, Brisbane

The experience featured 2 dimensional artwork into 3 dimensional experiences, each carefully mapped onto the unique architecture, contours, textures, depths and surfaces of each building. This complex and time-consuming process, marrying creative with architecture, creates a perception of depth and the illusion of content ‘playing with’ the shapes and curves of the building. 

 

Brand Engagement specialist Red Bean Republic conceptualised, produced and delivered all elements of the brand engagements. Using the same state-of-the-art projection technology employed by U2, Madonna and bon Jovi, Telstra’s 55 Days of Christmas campaign shines at 100,000 lumens – remarkably the same as direct sunlight on a bright summer’s day.

 

02_full_calendar.jpg03_dayopen.jpg05_giftpopup.jpg07_passthepressie_1.jpg10_passthepressie_5.jpgThe digital component

 

Telstra, via agency Ogilvy Sydney, is also spreading a little digital fun in the lead-up to Christmas by way of an online advent calendar. Behind each of the calendar’s 55 doors will be a special Christmas gift to be revealed, in true advent calendar fashion, each day until Christmas. Gifts include festive ringtones, fun instructional guides and a mobile application containing loads of Christmas goodies.

 

Also behind a handful of the doors, and running for the duration of the campaign, is the Pass the Pressie promotion. Here, people have the chance to win one of 55 Telstra Pre-Paid Mobile Wi-Fi’s by simply unwrapping a digital present. By connecting with Facebook, participants are also able to spread a little Christmas cheer by passing the pressie to their friends.

 

The 55 Days of Christmas calendar can be accessed via the Christmas tabs on Telstra’s Facebook page: www.facebook.com/telstra  and Digital Mum Facebook page, as well as from telstra.com.au.

 

Telstra’s 55 days of Christmas “A little extra Giftness” is an integrated through the line campaign encompassing a series of TV ads, press, outdoor, online and in store point of sale.

 

Agency: Ogilvy, Sydney

Executive Creative Director: Chris Ford

Media: OMD

Business Director: Aaron Quirk

Projections: Red Bean Republic

Creative Director: Julie Frikken