Heineken Ignite
Battersea Park had been the home of Heineken all summer, delighting Londoners with back-to-back movie screenings and night-time food markets. Heineken needed something especially incredible for its finale event, so we created a bespoke projection mapping show, complete with audio-reactive 3D effects.
The magic
The event, which featured live performances from Jungle, was held in Battersea Park directly in front of the power station, so it made sense to use Europe’s largest brick building as our canvas. We covered both chimney stacks with HD projectors, and lit the rest of the building in Heineken’s signature emerald green. The live music was a key element of the event, so the audio-reactive effects were one of the most important parts of the projection. We used the music itself to drive the content, which rendered 3D effects in real-time in time to the beat. The content for the rest of the show drew upon Heineken’s #OpenYourCity campaign, using optical illusion to literally ‘open up’ the building.
The measurability
The projection, which was attended by 1,000 lucky ticket-winners and VIPs, was a huge success, prompting hundreds of tweets and Instagram posts. The event was also covered extensively by London newspapers and industry press.
