Event Projection turned London’s Old Vic tunnels into a boxing club / rock club to launch the Lucozade “Yes” campaign on 29 March 2011.
The media event was themed to echo the TV ad in which Tinie Tempah has joined forces with blink-182 drummer Travis Barker for a special remix of his track, Simply Unstoppable. The Ad also features Irish World Champion boxer, Katie Taylor and the press launch evening took these themes several steps further.
Lucozade marketing director Suzy Smith says: “Lucozade is a brand that physically creates energy through its product. This [advert’s] attitude is infectious and the YES campaign uses music as a tangible energy to bring the campaign to life.”
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The creative was to have a band playing in a boxing ring at one end and boxers boxing on a rock and roll stage. As well as lighting, we were asked to provide live video, streamed frm either end to the other, adding to the juxtaposition.
After a short Q&A with Tinie, guests, champagne in hand were ushered into the main arena where he introduced the ad which we projected in glorious HD on a 12’ motorised screen. The screen was there for more than just a projection surface and after the premiere of the 90 second ad it rose to reveal the ex-baby shambles drummer, Adam Ficek and LondonGun Ben Hutchinson playing inside a boxing ring! As the beats grew louder our LD hit the lights and transformed the venue into an underground boxing club with flickering strip lights above the stage!
Seconds later at the other end of the tunnel strobe lights revealed members of the GB boxing team sparing to the fierce tempo of the drummers on a punk-rock stage! Both stages were rigged with rear projection screens and a team of live cameras captured the action at each end to project at the opposite end of the tunnel to achieve a boxing-rock dialogue.
The Tinie Tempah ad will premiere during the Champions League quarter-final second leg between Manchester United and Chelsea on 12 April. The campaign will also roll out across cinema and digital.
