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 happiestmothersdaycard.org. 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.

This week British Airways launched ‘Picture Your Holiday’, an innovative digital platform which makes holiday planning simple and fun. Users select their holiday preferences from an array of photos featuring idyllic beaches, cityscapes, and sporting activities. Based on this data, the platform then suggests suitable destinations and allows you to socially share them online.

To launch the platform BBH initiated an online and out-of-home campaign which included interactive touch-screen LCDs at Westfield London. The interactive campaign was produced and built by Grand Visual in association with Kinetic Fuel, and was designed to get people hands on with the new tool.

The creative mimics the online tool by inviting passers-by to select their preferences from an animated concertina. Based on their choices, a number of BA recommendations are then displayed on screen with the call to action to “Have another play and create your perfect holiday at pictureyourholiday.ba.com”. A broader linear campaign runs on London Underground DEPs, LCDs and rail Transvision screens for two weeks.

Swiss watchmaker Rado is celebrating its brand partnership as Official Timekeeper of the Aegon Championships at The Queen’s Club, London, with a dynamic Digital Out of Home campaign that features live scores and upcoming match details. In a media first, Ocean Outdoor’s Digital Billboard also mimics the British weather, incorporating on-screen downpours when match play is delayed due to rain.

Produced by Grand Visual, the campaign features the official watch – a Rado D-Star 200, displaying the correct time alongside a live scoreboard ticker based on data from the tournament. The dynamic data feed is delivered by OpenLoop and will ensure that the excitement of the tournament is captured and shared with audiences in Westfield London.

The campaign runs on Ocean Outdoor’s Eat Street Screen from 10th to 17th June and was planned and booked by Talon Outdoor.

To support the epic Lynx Apollo launch, ‘Astronaut Me’ is an interactive digital outdoor initiative that kicks off today on mall screens and digital bus shelters across the UK. The interactive installations allow boys (and girls) to put themselves in the creative as the hero astronaut accompanied by two Lynx girls.

All the pictures generated by the interactive bus shelters and mall screens will be posted to Lynx UK’s Facebook gallery where users can tag themselves and share with friends. The interactive app was built by Grand Visual with the studio shoot directed in partnership with Minds Eye Media, the UGC is delivered via OpenLoop, and the activity planned and booked by Mindshare and Kinetic.

The final part of the OOH campaign outreach starts next month and will include a Lynx ‘Space Academy’ shuttle travelling to the Westfield London plus digital activity that allows consumers to use their mobile phones to post their face onto a giant inflatable astronaut. More on this nearer the time!

Nike has instigated a digital outdoor campaign to promote 4 new football boots launching this season. Two separate executions have been devised to promote the advantages of each boot. On the Westfield Spectacular, a 20” execution features all 4 boots hanging in the locker room and states “4-0 Before Kick off.” Each football boot is then featured in an animated sequence that explains the advantage of each specific style. The Mercurial is designed for speed for example and the CTR360 for control. The end frame cuts back to all 4 boots hanging in the locker room with the call to action “Take every advantage” branding and url www.nikefootball.com.

The campaign also plays on Digital 6 sheets at the Westfield Centre where the creative features the boots and alongside the associated football player. For the Nike Total T90, Rooney is pictured holding the football boot and standing in a boxing pose with the strapline “Be the weapon not the target” and for the CTR360 Iniesta is featured with his arms crossed and the strapline is “Meet the new boss. Take advantage of control.”

The activity runs at Westfield London for two weeks followed by Primevision screens located on Glasgow’s Subway Network.