To promote the Post Office’s special next day and Saturday delivery services, a dynamic Digital Out of Home campaign launched ahead of Mother’s Day to capitalise on the live conversations occurring on Twitter. The campaign provided a live tally of the number of tweets discussing the shared experience of how best to celebrate Mother’s Day!

The campaign used a selection of search terms to measure popular themes around Mother’s Day – such as expressions of love, gift ideas, and panic, and displayed the number of tweets mentioning these terms from a large, live sample. Tactical messages supported the live tally alongside details of the Post Office’s guaranteed special delivery options and the call to action “pop in to your local branch”. The tally was updated throughout each day and pushed live to screens via OpenLoop.

The campaign was planned and booked by Mindshare and Kinetic and ran on bus shelter LD6s, rail D6s and London Underground XTPs from Tuesday 25th to Friday 28th of March.

The Happiest Mother’s Day Card is a campaign devised by Proximity London, who have brought together talented artist Lizzie Mary Cullen with cutting edge technology from Grand Visual to create a real time giant Mother’s Day card for Oxfam.

Launching today at Westfield London, the artist’s giant canvas is divided up into lots of little squares which members of the public can go online and dedicate to their mum at The artist then paints within that square, so the more people that take part and celebrate their mum, the more the card design will grow and blossom.

This mass audience fundraiser aims to raise £10 million to help mothers worldwide lift themselves and their families out of poverty for good. At the end of the event, the artwork will be turned into a giant Mother’s Day card, hopefully breaking the world record for most contributions to a greetings card. The attempt has been officially approved by Guinness World Records with the current record standing at 5,339 contributions.

Grand Visual provided the creative technology solution, which integrated the hardware set up with the online build. A robotic panhead camera was used to capture the artist’s physical canvas and this was then overlaid with a digital grid system linked directly to the website and also projected back onto the canvas. As the online dedications grow, so too does the size and breadth of the artist’s grid projection in real-time – ensuring the digital and real world elements are perfectly synched.