If you want to develop an eye-catching marketing campaign, it goes without saying – you have to think outside of the box and come up with a concept that can get people talking. Whether it’s to promote your business, a cause you care about or to show a sign of respect, projecting a symbolic image on an iconic structure is becoming a popular trend that you should consider to promote a positive message.
Advancements in technology have made this art form an increasingly popular practice, though projecting images on well-known buildings is a relatively new trick for marketers, but it can help brands develop greater exposure to a wider audience. Equipped with a portable gobo projector and an Insta-worthy image to project, you can orchestrate a phenomenon on social media that will likely lead to mass coverage from major news publications — something you can’t afford to miss out on.
In any case, there's a sure science to making your anticipated picture a win. If you’re looking to go viral, it’s all about the message you’re trying to portray. You need relate to people and position yourself on the same level as them. Talk about topics they care about and don’t be afraid to be slightly controversial to drive fantastic results.
Below, we discuss some of the most iconic projections across major landmarks.
The Palace Of Westminster
On the off chance that you need to have your message heard by individuals in power, the Palace of Westminster is the ideal place to project. Positioned on the River Thames and next to Westminster Bridge, it’s undoubtedly the ideal spot that can reach a large audience. As the building is one of most iconic landmarks in Britain, and recognized on a global scale, it’s commonly used to celebrate British tradition and the achievements we’ve accomplished as a nation.
Remembrance Sunday is a memorable day here in Britain and happen on the 11th of November every year to remember the commitment of British and Commonwealth military and civilian servicemen and women in both of the World Wars. The day is observed across Commonwealth Nations and involves a minute of silence and parades.
In more recent times, you may have seen that Big Ben is lit up on a night with the projection of the signature poppy in an offer to join the nation and offer our regards. This attracted a lot of media attention, and was featured on a wide variety of publications from Metro to the Huffington Post — highlighting the influence a projected image can have.
The Empire State Building
Of all the skylines in the world, The New York City skyline is the most iconic of them all and is home to the iconic Empire State Building. Completed in 1931, the skyscraper has witnessed many changes over the years — the most notable being the computer-driven, LED light system that illuminates the night sky.
Premium fashion brands dominate this bustling metropolis, including fashion publication, Harper’s Bazaar. There’s no denying that New York City is the fashion capital. In a campaign that celebrated Harper’s Bazaar’s 150th anniversary, the brand used some of the most iconic looks from its magazine fashion shoots and projected them on the building for everyone to see.
In spite of the fact that the occasion only lasted three and a half hours, the projections sent shock waves across the city and around the world — it also dominated major news publications. As well as this, the night was streamed live on Harper’s Bazaar’s Facebook page.
The Empire State Building had of course been utilized to project images and drive campaigns publicly before this. In 2015, as part of the Racing Extinction project, endangered animals were projected onto the south side of the building in a bid to raise awareness to a worthy cause.
Brandenburg Gate
Berlin is known worldwide for its colorful graffiti plastered on its wall that is ignited with color to celebrate its annual Festival of Light — now one of the most recognized creative art festivals in the world. Held at the beginning of October, the darker nights help light up the sky dramatically.
However, the purpose of this event is not to bring more awareness to a certain cause or promote a brand. Instead, this occasion is held to attract people to Berlin and encourage more locals to venture outside and enjoy the creative atmosphere.
Buckingham Palace
In the run up to the Queen’s Diamond Jubilee and the Olympic Games in 2012, The Prince’s Foundation for Children & Art encouraged 200,000 children to submit self-portraits that would be projected on Buckingham Palace.
Alongside two portraits of Queen Elizabeth II, the Face Britain project was to empower children and encourage them to explore their identity in the most creative way possible. The project used 24 projectors to cover the entire facade from the hours of 20:30 to 23:15 and lasted for three nights.
Evidently, projected images can be used for absolutely anything and can definitely catch the attention of people on the go. It's certainly a creative option for certain businesses with the right connections and big budgets.
I hope you enjoyed this article about how high tech business projections on famous buildings has impacted the market.
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