To follow on from the release of Solo: A Star Wars Story, LEGO has launched a digital OOH campaign, inviting shoppers to “Master the Force.” The experiential campaign uses on-screen LEGO bricks to build galaxy fighters, and promote the latest characters and brick sets tied to the Star Wars anthology.

Gesture sensor technology enables passers-by to engage with the on-screen LEGO sets, with users prompted to choose a side, and start building the spaceships of the new galaxy. The goal is to win the ultimate accolade of becoming a true Jedi Master, so the faster they build, the higher the score. After the game, there’s the opportunity for participants to ‘take a photo with the crew’, encouraging social sharing and amplifying the reach of the campaign.

Mark Phillips, Developer, Grand Visual, comments:

“It was fun developing the game using new camera technology which is still in development. The camera has the ability to recognize humans and can track joint movements in a 3D space, in essence, it’s an updated version of the Microsoft Kinect. The camera has incredible sensor technology, and is able to capture the movements of the player without confusing them with people in the background who are not involved in the game.”

The campaign was a collaborative effort, conceived by Initiative, with production, animation and interactive build by Grand Visual. Media planning and buying by Initiative and Rapport. The week-long Application runs on large-format Limited Space screens at busy shopping malls Bluewater and Newcastle Metro Centre from the 28th May.

Ric Albert, Creative Director, Grand Visual, said:

“Immersive experiences created with strategic use of creative technology allow the customer to get hands-on and explore LEGO’s latest products in a fun and memorable ways. At the end of gameplay the photo op then broadens the audience by encouraging people to share their picture online with family and friends.”

As part of Canon’s “Come and See” series, Canon is launching City Surfers, an expansive Pan-European campaign aimed at highlighting the virtues of real image quality at moments where it truly matters. As part of the integrated push, a month long interactive DOOH activation is kicking off in Germany this week, across mall, rail and roadside environments. The UK and France follow suit on 26^th September, in a push that will span 1,500 screens and includes two interactive dominations.

Produced by Grand Visual with creative direction from J. Walter Thompson, the DOOH campaign follows three thrill-seeking city surfers as they descend on Munich city centre to ride the standing wave at the Eisbach brook. The stunning Canon-quality camera footage, shot at night on the fast-flowing river, is followed by the call to action to discover more about Canon products.

Specially shot 180° film footage also provides a unique interactive experience built by Grand Visual, using touch-screen and gesture technology. Consumers can explore the film by scrolling, swiping and clicking, in a similar way they would on a smartphone, plus interactive hotspots provide further information on Canon products and camera techniques.

City Surfers is the fifth story in the Come & See series created by JWT London. The DOOH activity was planned and booked by Talon and PHD Media Worldwide and supports a broader Digital and Mobile campaign rolling out across EMEA markets this month, based around the central hub.

Lee Bonniface, Marketing Director, EMEA region at Canon Europe, said

“We’ve been able to portray some fascinating and inspiring stories as part of our Come and See brand campaign and we’re proud to bring our latest story to life in an even more engaging way. For the first time, consumers will be able to see and feel the true benefits of using a Canon camera through their smartphones, while exploring the incredibly exciting world of City Surfing. We want to put consumers in the driver’s seat, enable them to view the scene and story as it is told and learn about Canon’s superior imaging quality in the process.”

Dan Dawson, Chief Creative Technology Officer at Grand Visual said:

“DOOH is the perfect medium for displaying the stunning Canon-quality video footage. By combining the scale and impact of out-of-home with technologies that allow for more immersive, hands-on interaction, DOOH can provide a deeper more memorable level of engagement.”

Nolwen Rivet, Associate Director at PHD Media Worldwide commented:

“The flexibility and ubiquity of DOOH inventory in cities around the world make it a valuable and exciting medium to work with. City Surfers combines the more personalised experiences of interactive DOOH and mobile comms, with the public scope of a multi-market digital display campaign on a grand scale.”