Last night’s spectacular six-minute light projection in Sydney, Melbourne and Brisbane brings to life Telstra’s Christmas product line-up
UPDATE: 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.
The 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
14 Comments
As much as I hate to say it, this is pretty innovative for Telstra.
An online advent calendar. How very 2001.
some interesting individual ideas all plonked in together.
Light shows are the new flash mobs
lolz…no one was there. Barely a handful of people. Sounds like it worked a treat.
It’s not a patch on the Ironman vs ACDC projection map from earlier this year.
http://www.youtube.com/watch?v=0zYGxb5kFjI
Might have been worth considering doing this on a Saturday night, when there are actually people walking around the city at 930 at night. Good to see a few of the agency’s family and friends got out there to support them though.
I don’t wish to be a wanton knocker of things, and while I appreciate the thought etc that goes into these things, I have to ask, who outside of advertising ever knows anything about them? I honestly think I’ve only ever heard about them on Campaign Brief and most people I speak to have no idea whatsoever about them.
Like facebook pages, games etc etc, the clicks through are just not that impressive. Generally I see agency people on Facebook promoting a page which their agency has done, desperately trying to reach a few measly thousand hits, which are not valid hits anyway.
Even a recent one which was giving away a free car did very poorly.
You can call me an old cunt if you want, or you could explain politely what I’m missing.
I’m prepared to accept that I’m wrong.
Thanks.
As projections on buildings go, this one in Prague is tough to beat.
http://www.youtube.com/watch?v=QjWJHEmFfPA&feature=youtu.be
HBO?
I went down to Customs House in Sydney to have a look and was quite disappointed. Yes, it was bright and colourful but compared the the many well publicised examples of “mapped building projections” it was poorly designed and executed. It fitted the architecture like a cheap suit and was quite clunky in places- a bit like the Telstra T-hub I purchased a few weeks ago and now sits in a box on the floor of my study. I doubt that any of the few passers by really took home the message.
4:37 – You bought a T-Hub?
Just out of curiosity, why?
This is a link to a far better quality version of the Prague projection.
http://www.tomatoproduction.cz/
If people don’t show up for such, perhaps it is because they do not know it is happening.
My advice would be to advertise.
Yeah, this is derivative at best. Boring and completely irrelevant at worst. Waste of money and opportunity, guys.
cool idea