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 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.
TITLE: BEYOND LIMITS
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