BY Matt Williams
There were a number of things about the Jubilee weekend that we really loved.
The remarkable sight of thousands of boats sailing along the Thames, the pleasure in seeing all the pubs and shops proudly displaying the Union Jack in their windows, and the fact that we’ve only been at work for a couple of days yet it’s already Friday.
But undoubtedly one of the best moments of the entire festivities was the performance of Madness on the roof of Buckingham Palace.
Or rather, the incredible building projection that accompanied it.
In his fantastic blog on what the Jubilee celebrations has taught us ahead of the Olympics, Tim Crow tantalisingly suggests that LOCOG have similar ideas to use Urban Projection Mapping for the Opening and Closing ceremonies.
And while the concept is not completely new and groundbreaking, it does seem like now is the time that organisations and brands are really jumping on what appears to be a very exciting bandwagon.
Particularly in the marketing arena, Urban Projection Mapping provides a truly eye-catching way of capturing the attention of the regular punter in the street.
Some brands have already used it to mark a particular event on occasion, such as a store opening. Here’s H&M drumming up a sense of intrigue and excitement for it’s new flagship shop in Amsterdam:
And here’s Ralph Lauren doing the same in London:
Meanwhile, technology brands have quickly capitalised on the concept. After all, what better way to showcase your forward thinking credentials than by putting on an innovative and striking show?
LG put on a good show in Bulgaria:
While Samsung went one better in Amsterdam:
Finally, it’s worth looking at a few other brands that are dipping their toes in this space.
Adidas underlined its cool credentials with a sporty execution in France:
Bacardi celebrated its ties with music in Vienna:
While in the UK, Carlsberg caught the attention of commuters at Liverpool Street Station:
Naturally, there is still much for brands and agencies to learn in this space. But the potential that the technology has already displayed is almost frightening.
And in a world where more and more billboards seem to be cropping up on every corner, it’s exciting to see a concept that can help brands distinguish themselves from the crowd in an even more creative and innovative way.