To show support for their sponsored athletes, Gillette created a giant light/hologram show on the Boston Harbor. These 60 foot holograms of the US athletes extended from the water while a light show accompanied the holograms on the side of a building.
The show featured swimmer Ryan Lochte, sprinter Tyson Gay, and the USA swimming team. It features a track by M83 and is the result of a collaboration between Ketchum, Klip Kollective, and the highly specialized Proximity (which is BBDO’s “Global digital, direct, and CRM network” agency).
Check out a video of the light show below.
<iframe width=”560″ height=”315″ src=”http://www.youtube.com/embed/wE69jDKLvbs” frameborder=”0″ allowfullscreen></iframe>http://www.mediabistro.com/agencyspy/gillette-sends-best-wishes-to-team-usa-with-lightwater-show_b36769