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Landsec PiccadillyOn

Relaunch of the iconic location utilising Europe’s biggest digital surface and an ingenious data visualisation mechanic where the public could ‘buy’ a pixel on the screen for launch day.

01

Brief

The #PiccadillyOn campaign was devised by Engage Works for Landsec, with the intention of creating a community spirit ahead of the launch, whilst raising money and ‘bringing colour to life’ in aid of Barnardo’s – the UK’s largest children’s charity and Landsec’s national charity partner for 2017.
 

02

Strategy

#PiccadillyOn invited people from around the world to sponsor a unique colour ‘chip’ for a minimum donation of £2. The chips formed part of a 3D countdown clock, before being the central component of a spectacular three-minute launch film, screened during the switch on. The creative was, until then, a closely guarded secret.
 

03

Client benefit

Screened immediately after the switch on of the Piccadilly Lights’ huge new greater-than-4K (5490 x 2160 pixels) 8mm pixel pitch Daktronics LED screen – the largest screen of its kind in Europe at 17.56m high by 44.62m wide – the Engage Works-produced #PiccadillyOn video utilised all of the sponsored colours and was live streamed on Facebook and YouTube across the globe.

PiccadillyOn

A truly stunning experience.

Creative
  • Paul Boulding
  • Scott Boulding
  • Francesca Burns
Development
  • David Hoe
Engineering
    • Jake Finnigan
    • Howard Peters
Strategy
  • Chris Mitchell
  • Holly May

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