RKCR/Y&R turned London landmark Battersea Power Station into a giant projection for Bombay Sapphire's ‘Project Your Imagination’ project.
Bombay Sapphire launched ‘Project Your Imagination’ in December 2010, asking people from across the world to demonstrate their imagination by submitting ideas, including drawings and poems, for a proposed light installation.
Facebook fans then selected their favourite from a global shortlist – with Albania’s Erjola Veliaj entry chosen as the winner. Earlier this year, Bombay Sapphire launched the first chapter of their ‘Infused with Imagination’ campaign, with a 3D art installation depicting the Bombay Sapphire story. This projection is the next installment in the campaign.
RKCR/Y&R teamed up with London production agency Drive to bring Veliaj’s concept to life and ‘power up’ Battersea Power Station - lit up in a rainbow of changing colours to reveal the world behind the walls of the iconic building.
Drive Productions, specialists in the latest cutting-edge 4D projection-mapping technology, used 14 x 15k D3 projectors stacked in hides on towers placed 60m from the face of the building to create a huge 70m square projection, big enough to match the dimensions of the power station itself. The finished projection was over 100 metres tall and was visible for miles around.
‘Project Your Imagination’ was inspired by RKCR/Y&R’s 3D projection for Bombay Sapphire in September 2010 which saw London’s Queens House morphed into a Sapphire blue ocean of sea creatures, showcasing the history of the gin.