Gillette’s Team USA Boston Olympic Opening Projections


To celebrate the Opening Ceremony of the London 2012 Olympic Games and to wish Team USA good luck for the Great Show On Earth, US Team sponsor Gillette organised a an unforgettable spectacle of light and technology across Boston Harbour.


Kicking off shortly after millions of Americans had finished watching the amazing London Opening Ceremony, the sound and light show spectacular featured Team USA superstars Ryan Lochte and Tyson Gay in massive hologram format projected across the P&G brand’s home town Boston.


The free event projected across Boston’s Fan Pier and Institute for Contemporary Art (ICA) building located at 100 Northern Avenue.


Interestingly, P&G actively encouraged attendees not only to bring along friends and family, but also to photograph and video the event so they could share and spread the spectacular show.


Part of Gillette’s umbrella “Get Started” Olympic-led initiative, a global program that helps inspire and encourage future generations of individuals to believe in themselves and achieve greatness through great starts in athletics and life, the display featured a series of projections onto buildings, walls and water


Patented video mapping technology was used to create the customised graphics, animations and video footage. Multiple projectors, costing more than $35,000 each, displayed video images onto a huge canvas made from water vapour sprayed into the air.




An epic event spanning a huge public space not only created a live focal point for this dynamic brand experience, but also amplified the brand’s wider campaign and provided not only a massive experience but a huge breadth of content for the public themselves to record and spread.


This kind of initiative can also help bring the public together in a unified way that both celebrates the sponsorship property and unifies the public behind a team.






Gillette YouTube Channel


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