Following its launch yesterday (9 December), the installation will be in situ at Observation Point until 13 December. The 12-metre pyramid is a canvas for projected video messages sent by members of the public to their loved ones at Christmas.
Messages are recorded in a bespoke video booth on-site, as well as via a dedicated online microsite. Those that submit a clip will be entered into a prize draw for the chance to win a holiday to see the Northern Lights in Norway.
The videos are then projected onto the structure at night-time by billboard mapping software delivered by Projection Artworks. During the day, the vinyl-covered tree displays projections of Lloyds branding through a poster-mapping technique.
The experiential campaign, which was devised by agency Kinetic and AOL, forms part of Lloyds’ seasonal TV and online campaign, Love You to the Stars and Back. It will be filmed across the five days to enable further social media amplification following dismantlement.
Ros King, marketing communications director at Lloyds Banking Group, said: "This exciting and interactive campaign amplifies the #loveyoutothestars message communicated within our new Lloyds Bank and Apple Pay TV commercial. We look forward to bringing the giant Christmas tree to life with content created by the public, allowing them to share and spread their love for others this festive season.
"I'm very proud of the work and am excited to hear what our customers and colleagues think of the new campaign."
Kelly Eagle, Projection Artworks’ head of outdoor, added: "Lloyds' To the Stars and Back campaign has such a seasonal, magical feel that it lends itself perfectly to the awe of projection mapping. It’s sure to stand out on the South Bank as people enjoy absorbing the Christmas atmosphere.
"After successfully trialing our billboard mapping software and technique earlier this year, we are now able to help even more OOH spaces come to life in this way."
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