Icon:MEI brings Aviva’s Big Picture campaign to life
Icon:MEI, the event production arm of branding specialist Icon, has been instrumental in the design and implementation of Aviva’s ‘The Big Picture’ campaign which involves wrapping and projecting a selection of customers’ images onto major buildings in cities around the world.
Richard Dale, director of Icon:MEI, said: “We were involved with this project from its inception. Identifying suitable sites was the first step, followed by complex, and in many cases protracted, negotiations with building owners, occupiers and planning authorities in each of the cities. Having successfully completed this, the physical design and implementation of each of the installations was relatively straightforward. However, the unpredictable weather, not least in London, did provide additional challenges for our technical installation teams.”
Dale continued: “The varying construction materials used in each of the buildings meant we had to utilise a range of different solutions to achieve a coherent appearance for the campaign. Methods used include one-way vision, brick vinyl and standard PVC wrap and the biggest technical challenge was presented by Sea Containers House in London.”
The total amount of self-adhesive vinyl used in the worldwide project, amounts to over 12,000m. The global sites included London, Paris, Singapore and Warsaw, and the buildings that were wrapped include The National Theatre in London, CNIT in Paris and Hotel Intercontinental in Warsaw. A second phase of the campaign ran for a week in London, when visitors were able to have their image projected live on to The National Theatre building on the South Bank.
Video footage of the installations can be seen at: www.icon-world.com/content/aviva-you-are-big-picture