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THE Billboard that Breathes

Every once in a while a brief that really inspires comes along. This one was a breath of fresh air.  Time-coded fans to suck in air, an Air Quality Monitor, Real time display, loads of metal, mesh, pristine white hepa filters, and finally a compelling message.

Maker:L,Date:2017-9-3,Ver:5,Lens:Kan03,Act:Kan02,E-ve
Minimal Tech maximised

This billboard was more an urban intervention meets brand activation meets experiential marketing.

Fun Fact: While it was one of the littlest billboards around the city, (we did make the Abbys Goafest 2018 shortlist…OOH), the real kicker here (read win) was that well-over 2 and a half million people saw this creative output. Not bots…or counting the eyeballs on-site. With the budgets we had when we made it, every single reaction on digital was organic. The good stuff. Happy to see millions of people care. Humanity…we still have faith in you.

The making of ‘THE Billboard that Breathes’ was fun. Artist, Coders, THE Workshop team, Art, copy, welders, things moved swiftly at THE Workshop.  On-ground it was tougher to get the billboard up than we anticipated. Plus we didn’t have a budget for a crane. People power!

Maker:L,Date:2017-9-3,Ver:5,Lens:Kan03,Act:Kan02,E-ve

 

Long story short. We made an explainer video VO,  edit, et all. Somehow, Brut made a better one. We like the brut video. Peppy stuff.

Here’s the FB post that went viral: Love it when people comment, there were over 1500 concerned people. And thousands and thousands of shares. Whoopiee! Job done.

This is what we made.

The media did catch wind of this. Press mentions always make THE work feel a tad bit more rewarding. Here’s what they had to say:

The New Indian Express
Deccan Chronicle 
Times of India
The News Minute

Kerosene Digital

My Times Now 
UC News 
Daily Hunt 
Indian Express 
Times Of India (2nd article)
Newsfeed.co
News 18

Bangalore is just the start. India needed this installation. A movement has begun.

Part II : The Evidence reaches the right people.People who can change things.

 

Clean air –– THE people are fighting for you 🙂 

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Perspective is a powerful thing

Big, small, little, large, too young, too old, dark, fair, brown, black, loud, soft, smart, stupid, from here, from there, worships this, believes that, nobody, somebody, everybody. Think Happy Everyday.

(This was the copy that didn’t make it on the final installation)

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Sometime last year we were invited to partner with the Under25 Summit to be held early January this year. Founders Shreyans and Anto were open to ideas for an installation that echoed their ideology. Woopiee! Good time for us to work with a super-motivated and socially-active audience.

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While  mining for  ideas, we realised that perspective was what one of the core takeaways from this summit.

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We jogged through some surreal illusions before deciding on The Ames room: a perspective based optical illusion room, constructed with the walls, floor and roof at various acute angles. The sum effect creating an illusion where one person standing at one corner of the room seemed like a giant towering over another person standing at the opposite corner.

So DSC_0494we got our Hobbit boots on and summoned the white wizard. The build was simple enough, a week of cutting up plywood, metal sections and the painting repetitive patterns. Sometime around the end of our build we found out our venue was on the 7th Floor terrace of the World Trade Centre. Schematics shuffled, welds broken and we had a modular design in a couple of hours.

Friends and fairy folk stopped by around midnight to help us finish up. Post sunrise, we struggled for three hours to get a little perspective up to the 7th floor. Service elevator worries, a serpentine corridor to navigate that made the task Sisyphean. 10 am, the sun blazing on the northern terrace, our semi-fatigued motley crew all paint, grease conjured up the 12 x 8  illusion in wood, metal and rexine.

 

People were curious. How did it work? What was inside ? Was there a show? Was there a message? A surprise? Selfies, videos, like like like, happy times. End of story…We were delighted that one message resonated with everyone there. Perspective, is indeed a powerful thing. DSC_0548

Video coming soon 🙂