On Friday, July 27, as millions of Americans watched the Opening Ceremony of the London 2012 Olympic Games, Procter & Gamble and its brand Gillette staged an event to wish Team USA a great start to The Olympics. The event was a spectacle of light and technology featuring holograms of Team USA athletes that reached nearly sixty feet in height. Holograms included Ryan Lochte diving into historic Boston Harbor and Tyson Gay racing toward victory. As part of Gillette’s global ‘Get Started’ campaign, the event was the finale of a series of Team USA projections that popped up in areas throughout Boston.
The project was a collective effort by a holistic Gillette agency team including Proximity, BBDO, global PR firm Ketchum and creative media technology firm Klip Collective.
Agencies: Proximity, BBDO, Ketchum, Klip Collective
Title: Light it Up