Background
May Day brings Helsinki's downtown streets to the limits with festive crowds, and Tjäreborg wanted to send joyful May Day greetings to them. Tjäreborg's beloved mascots, Lollo the giraffe and Bernie the bear, came to life on digital outdoor displays as they responded to the waves of May Day celebrants. The campaign was executed on select downtown locations that offered the opportunity for interactive interaction with the mascot on May Eve and May Day.
Execution
The campaign was executed as an Outshine in-house production, utilizing Outshine's motion-sensing digital displays in downtown Helsinki. In the street view, the advertisement looked like any other outdoor advertisement where the mascots greeted you with a joyful May Day. The character's hand was given an iconic orange bucket – a reference to Tjäreborg's other May Day campaign, where one hundred buckets with ice were distributed to May Day celebrants in Hesperian puisto. When the motion sensor detected a person, the advertisement came fully to life and a speech bubble appeared for Lollo the giraffe, encouraging the passerby to wave. Upon noticing the wave, Lollo the giraffe came to life and mirrored the movements of the person standing in front of the advertising display.
Development presented an unexpected challenge in transferring the movements of the human body to the drawn giraffe. Through iterative development, the challenges were solved and the final result showed that only imagination is the limit when coming up with applications based on human motion. The advertisement brought playfulness to a busy urban environment.
From sketches and 3D models to the final execution.
Results
Outshine's motion-sensing digital displays combined beloved mascots, a joyful May Day atmosphere, and an interactive experience in a way that brought joy to May Day celebrants. The execution brought Tjäreborg naturally into the May Day celebrations, being a timely and playful execution that Tjäreborg was able to leverage in its May Day greetings across social media channels.
Advertiser
Outdoor advertising concept and execution
