Interactive innovation | Mountain Dew | Beyond the Wall
Project date: October 2012
Enabling graffiti artists to turn their art 3D
It's every graffiti artist's dream to tag the untaggable. We collaborated with one of New Zealand's most prominent street artists, Kairau Bradley aka HASER, to create the next evolution of graffiti. We set out to bust graffiti off the wall and into 3D.
Pairing Kairau with motion-capture experts and software engineers, we captured one of his tags in real time 3D using infra-red cameras. We then used data points captured to enable him to turn his tag into a massive, real-life 3D sculpture.
Then, we built the tools to allow everyone to create their piece of 3D graffiti online, and drop it on any street corner in the world using Google Street View, creating a single global canvas for street art.
Beyond the Wall Website
Our bespoke online software enabled you to draw a piece of 3D street art with your mouse and work on the shape, style, thickness, surface texture and colour. Then, you could drop it anywhere on Google Street View - from the White House to the Eiffel Tower, London's Brick Lane, downtown LA, or somewhere closer to home.
Online Webisodes
We also created a series of behind the scenes videos for the website showing the motivation, technology and craft involved in the project. This clip is a compilation of these webisodes.
Beyond the Wall TVC
A TV and cinema spot showed HASER on his night mission to drop his finished 3D piece in downtown Auckland and drove fans online to the Beyond the Wall website.
Media launch and road trip
We kick-started this integrated campaign with a media launch party where TV and radio personalities, journos and bloggers got to see HASER's epic 3D sculpture in the flesh and try out the online technology themselves.
The sculpture and tech then continued on to a roadtrip around New Zealand to skateparks, shopping malls and cinemas, where our target market could get free Mountain Dew and try their hand at making 3D street art on the spot.
Results
Over 24% of our target tried the software.
Engagement on Mountain Dew's Facebook Page grew by 293%
In a declining category, Mountain Dew grew by 35%
Beyond the Wall won several local and international awards, including Creative Effectiveness at Spikes Asia, 2014. And it was also named one of the Top 100 smartest marketing campaigns in the world, in the Warc100, 2014.
