#PiccadillyOn - Digital

The #PiccadillyOn campaign was devised with the intention of creating awareness and community spirit ahead of the historic switch on of the famous Piccadilly Lights, which had until then, been off for nearly a year whilst new technologies were being installed.

We came up with a multi dimensional concept which not only generated global awareness of the historic moment but also generated money for a designated charity at the same time.

Launched on September 15th 2017, #PiccadillyOn invited people from around the world to sponsor a unique colour ‘chip’ for a minimum donation of £2. Every colour chip purchased formed part of a dynamic countdown clock, before being the central component of a spectacular two-minute launch film, screened during the October 26th switch on.

Branding the campaign

I worked closely with the Engage team to create a bright, clear and bold brand for the campaign -- along with messaging, social identity and official brand proposition.

Animated narrative

The hero part of the project was featured as a 2 minute digital film based on dynamic use of all sponsored colour chips across the globe. Each colour chip formed part of a patch-work which was then featured in three narrative sections of a 4k film which played across the Piccadilly Lights screen on 'SwitchOn' day.

The narratives were built in Unity 3d, using live global data from the sponsored colour chips, giving us great flexibility and control within a real-time environment.

_______(below - Visual reference and styling)