BT Teaches Kids to Code - and Lets Them Loose on Piccadilly Circus

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Publicis•Poke celebrates BT commitment to educate 5 million children with digital skills with one-day activation in London
BT Teaches Kids to Code - and Lets Them Loose on Piccadilly Circus
BT is taking over the world-famous Piccadilly Circus in a one day activation that shows children how to code by creating their own avatars. These avatars will be displayed on the iconic screens at the London landmark.

The activation is part of “Beyond Limits,” BT’s biggest brand campaign in 20 years and is led by Saatchi & Saatchi London in collaboration with site owners Ocean Outdoor. 273,972 people pass through Piccadilly Circus every day, and children will use tablets with a secure app that enables them to create and customise their personal avatar.

The secure app, created by Publicis•Poke, allows children to change how they want their avatars to look, including hair, eye and skin colour, face and hair shape, as well as accessories such as glasses and headwear. They’ll see how their code links to real-world choices, providing an insight into how digital experiences work. 

The activation is located in the centre of Piccadilly Circus, next to the famous Eros statue. Barefoot teachers and brand ambassadors will be on hand to guide children through the experience. Every hour, the screens will be taken over displaying the avatars the children have created. Media was planned and bought by Posterscope, BT’s specialist OOH agency.

Alice Tendler, group head of band marketing, BT, said: “BT has made a commitment to give 5 million children the key digital skills to be equipped for their future. In this iconic activation we wanted to do something bespoke that enables kids to discover how creative and accessible coding can be.”

BT is providing digital skills and computing training for a further 3 million children by 2025 in partnership with Computing at School, through the Barefoot computing programme. The programme has already helped more than 70,000 primary school teachers and 2 million children to learn computational thinking and the computing curriculum. Barefoot Computing is part of BT’s Skills for Tomorrow programme that aims to provide digital skills training for 10m people and businesses across the UK by 2025.

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TITLE: BEYOND LIMITS

CLIENT: BT

Pete Jeavons: Director Marketing Communications, BT & EE

Alice Tendler: Group Head of Brand Marketing, BT

Jo Trimmings: Brand Manager, BT

ADVERTISING AGENCY: Saatchi & Saatchi London

GLOBAL PRESIDENT: Magnus Djaba

CHIEF CREATIVE OFFICER: Guillermo Vega

CREATIVE DIRECTOR: Ben Beazley

COPYWRITER / ART DIRECTOR: Ben Carey & Henrik Delehag

PLANNING DIRECTOR: Sam Wise

BUSINESS LEAD: Max Fabian

ACCOUNT DIRECTOR: Nadine Abeledo

ACCOUNT MANAGER: Gabi Dwek

FILM PRODUCER: Ryan Williams

CREATIVE PRODUCER: Melissa Arthur

BUSINESS DIRECTOR, Publicis•Poke: Matt Roberts

HEAD OF TECHNOLOGY, Publicis•Poke: Andy Dobson

SENIOR EXPERIENCE TECHNOLOGIST, Publicis•Poke: Sam Wray

PRODUCTION LEAD, Publicis•Poke: Sonia Figone

SENIOR PROJECT MANAGER, Publicis•Poke: Angela Hill

SENIOR ACCOUNT DIRECTOR, Publicis•Poke: Aoibheann Fitzpatrick

SENIOR ACCOUNT MANAGER, Publicis•Poke: Kayleigh Didcott

HEAD OF EXPERIENCE DESIGN: Aleksandra Melnikova

LEAD UI/UX DESIGNER: Anthony Oanes

MEDIA BUYING AGENCY: Posterscope

Media planning: Dan Bayford

POST-PRODUCTION COMPANY: Prodigious

Publicis•Poke, 7 months ago