The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Marketing Brand Strategy Media Planning and Buying

Google and Amplify tie for OOH Christmas cracker installation


By Hannah Bowler | Senior Reporter

December 14, 2021 | 2 min read

Google has tasked creative agency Amplify with creating an out-of-home (OOH) Christmas installation near its London headquarters in Kings Cross.

Amplify creates Google Christmas cracker instillation in London Kings Cross

Amplify has created a Christmas cracker installation in London Kings Cross for Google

Amplify has created, designed and built an immersive human-sized cracker that explodes with festive colors conceived as a gift to the Kings Cross community.

The cracker measures 5x2m, bursting with colors made by graphics, mirrors and lights.

The public can enter the immersive cracker and take pictures of themselves covered in the color patterns. Cracker-related gifts such as concrete dice have been positioned to spill out of the cracker and double up as street furniture.

OOH billboards wishing passersby a merry Christmas from Google surround the site. Google’s head of creative strategy Amy Brown said Google worked with a number of stakeholders to create the “experience designed to spread a bit of cheer in Kings Cross.”

Amplify’s business lead Emma Cockeram said the installation was a way to create a “joy-filled festive experience that gives back to the local community.”

“This year, we instinctively knew we had to create a playful, colorful and interactive experience. And this giant kaleidoscope of a cracker does that in spades,” she added.

Earlier in December Amplify helped Google light up its London head office purple as part of the global #PurpleLightUp movement showing support to the 386 million disabled employees around the world.

Marketing Brand Strategy Media Planning and Buying

More from Marketing

View all


Industry insights

View all
Add your own content +