Coca-Cola is 125 years old and they are celebrating in style, with the tallest and brightest single-building projection mapping campaign of all time. On May 6, 2011, Coca-Cola thanked all their fans for 125 amazing years with the unveiling of a 125th anniversary montage, projected on the entirety of the Coca-Cola headquarters tower in Atlanta, a 26-story tall building.
The event, which was designed and executed by San Francisco-based technology lab and creative agency Obscura Digital, canvassed all four sides of the Coca-Cola headquarters. According to the Obscura Digital website, the visual show canvassed “more than 200,000 square feet of projection surface, reaching 26 stories high.”
They write, “This evolving two-hour show includes transitioning narrative and cinematic pieces and incorporates real-time technology to integrate live social-media components. The high-resolution projection display features traditional animation mixed with computer animation, special effects, live action photography, and trompe l’oeil techniques, in addition to a real-world light element fusing with a projection piece.”
Aside from the sheer magnitude of this projection mapping campaign, one of the things that makes this building-sized Thank You card so cool is the incorporation of social media. In addition to integrating live social-media components, Coke says in the video’s description that they incorporated “amazing photos from Facebook, Flickr, Twitter, and more.” Attributions for these social fan photos can be found on the Coca-Cola Facebook page.
Check out the awesome Coke projection mapped Thank You card in the embedded video below. If you are in Atlanta, or plan to be before the month ends, you can see the projection live every Thursday, Friday and Saturday night from 9PM to 11PM EST, through the end of May. What do you think about Coke’s massive 125th anniversary projection mapping campaign? Let us know in the comments below.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.