Event TV: Cake creates 18-foot Myleene Klass for Littlewoods

Brand experience agency Cake designed and delivered an interactive projection mapping stunt on London's Southbank last Thursday (19 November) for Littlewoods, featuring the retailer's brand ambassador Myleene Klass.

Klass magically appeared as a genie
Klass magically appeared as a genie

Klass appeared as an 18 foot-high genie over the River Thames who interacted with passers-by. High definition images were projected onto a jet-screen sheet of water, while two-way audio and visuals gave members of the public the chance to speak to the projection in real time.

Those who interacted with the activation were granted one Christmas Wish by Klass’ genie, who gave away gifts from Littlewoods’ Christmas offering such as Xbox consoles, iPads and toys. The stunt formed part of the brand’s overarching Christmas campaign, which centres on a TV advertisement featuring Klass magically delivering presents.

Cake was responsible for devising the stunt and overseeing its complete delivery, including event and technical production, social media and content, and media relations and PR.

Ben Cooper, head of PR and social at Littlewoods’ parent company Shop Direct, said: "This is a big step-change in the way we operate at Shop Direct – it is a very ambitious, bold idea that represents a full integration of experiential and social elements into our PR campaigns.

"We think the creative from Cake is world-class; we are effectively staging a real-world representation of what you see in our above-the-line Christmas campaign, but it is done very cleverly, rather than being just another extension of an ad campaign."

Kelly Grindle, associate board director at Cake, added: "Shop Direct was a great win for our agency in October and we’re pleased to unveil the first of many great campaigns with them.

"Shop Direct has a brilliant vision and a determination to try new things, which sits perfectly alongside our company ethos. We wanted to deliver a PR campaign that cuts through the Christmas clutter and of course incorporated all of our core skill-sets of PR, social media and live events."

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