...Experiential Marketing is the direct engagement between brand and consumer: it is the invitation TO enjoy the evolution and the message of a brand.
Coca Cola be active: sochi Winter Olympics 2014
A showcase event for Coca Cola to stand out within the Russian marketplace, the Be Active Pavilion was a participatory experience for spectators on the Olympic Park.
Within the first of two domes it invited the consumer to learn the history of Coca Cola through a series of museum style interactives, then it presented the opportunity to have a photo taken with the Olympic Torch via a bespoke automated green screen system. The experience was underpinned with a QR code wristband system to scan and track users through the experiences and deliver them unique content post event, including their photo with the torch. The spectator transitioned into Dome 2 through the Video Chamber, a room providing a cinematic experience and automated reveal sequence to the second zone, the Be Active Dome. The Be Active Dome took its concept and appearance from active brand communication in Russia. It invited the spectator to participate in the themes through a series of live interactions and digital games. The experience naturally culminated with delivery of a perfect serve Cola Cola in a unique collectable alu bottle!
As both the technical director and project lead for the production and delivery of the project, I worked intensively for a 12 month period from the initial RFP submission for HEART Productions to project completion on the ground in Sochi over a 60 day period. I assembled the production team to produce and export the pavilion as a permanent UK export to Russia and deliver it on the ground in Sochi for the Olympics. I selected and directed the supply chain which included the temporary structure, tourable scenic fit out, lighting, sound, audio visual systems, graphics, digital & interactive technologies, event logistics and overlay/services.
As a collaboration between US agency Ignition and UK agency HEART Productions, the project was nominated for 'Best International Event' at the Event Awards in 2014 in London and featured in Standout Magazine.
Johnnie walker blue label: the gentleman's wager
The Gentleman’s Wager is a short film featuring Jude Law and Giancarlo Giannini. It premiered at the Venice Film Festival in 2014 with a press event and shoot organised at the Cipriani Hotel and reception at the Westin Europa.
Subsequently a second film was produced in 2015 which debuted at a classic car rally, press event, shoot and evening reception based at Villa Mondragone, the former summer residence of The Pope. HEART Productions managed the event on behalf of freuds end to end, to enable them to manage the press, guests and talent.
I worked as the technical director for both events, including the conception and development of cinema screening rooms, staged press shots and branding enhancements throughout all sites. I researched, established and managed a local production partner to deliver the entire production from the local market.
Coca cola share a coke: touring brand experience
In 2013, Coca Cola contacted HEART Productions to develop a robust and high end touring brand experience, capable of deployment at flagship outdoor promotional sites and in supermarket stores, where a consumer could walk up to and received a personalised bottle of Coca Cola in a 500ml PET bottle.
As the technical director working closely with the project director, we researched, established and implemented a quality solution for a high footfall instant print, application and dispensing mechanism for personalised Coca Cola bottles. This would happen behind the scenes of two bespoke demountable trailer units that we also designed and commissioned.
The project was winner of ‘Best Brand Experience’ at the 2014 Event Awards.
In 2014 we designed and produced a larger promotional unit which built on the previous activation to include a theatrical reveal of the personalised 500ml PET bottle, a video capture green screen experience and a balcony to enjoy the perfect serve.