The client summed up their requirements as a "never been seen before" experience with huge viral potential to launch the Nokia Lumia 800. The objective was to create an experiential "masterpiece" that would showcase the groundbreaking collaboration between Nokia and Windows and generate a high volume of social media buzz, drawing upon the concepts of light and music. The live event would not only have to be mind-blowing in real life, but would also need to compel their target audience (under 34 years old) to share it socially, uniting both those who attended and those who experienced it online.

Launch the campaign
Published
April 2013
Topics

The Story

The client summed up their requirements as a "never been seen before" experience with huge viral potential to launch the Nokia Lumia 800. The objective was to create an experiential "masterpiece" that would showcase the groundbreaking collaboration between Nokia and Windows and generate a high volume of social media buzz, drawing upon the concepts of light and music. The live event would not only have to be mind-blowing in real life, but would also need to compel their target audience (under 34 years old) to share it socially, uniting both those who attended and those who experienced it online.

Such an open brief meant Drive could flex its imagination to create another first. The one-off event saw this iconic building mapped for the first time. Excited onlookers turned out in their thousands, drawn by the power of social media, to watch Millbank transformed, as it morphed into everything from a series of giant eyes to hundreds of Tetris-like pieces. Mapping techniques allowed Drive to project its bespoke graphics directly onto the building, creating witty and dramatic illusions that could not have been achieved without the use and manipulation of this digital technology.

The Technology

The Results

Nokia’s Amazing Every Day campaign drew 20,000 people to watch the event live as well as achieving stellar viewings on all social media platforms: 145,000 logged in to watch the event live from Nokia’s Facebook page and the official YouTube film has had over 5 million hits, with over one million within four days of the event. Over one year later, this project is still considered one of the most engaging and innovative uses of projection-mapping technology and is constantly referred to in all strands of media.

81K

frames of animation

13.5K

hours of 3D rendering

1Mil

YouTube views within the first 24 hours

Launch Date Nov. 28, 2011