Bea World Festival
Spread Your Positive Energy

Spread Your Positive Energy

Client company:
The Coca-Cola Company
Organising company:
MKTG Spain

The Event

A strategic project to reinforce the launch of Coca-Cola Energy across Europe through a brand experience of great technological complexity and an extensive content plan to amplify the campaign.

The idea was to bring to life the brand’s core proposition of spreading positive energy in an iconic & highly visual way.
To help spread the word & amplify the message beyond experiential we designed an extensive digital content plan. To support and dovetail with the brand’s digital campaign, the centre piece of our strategy was a dual event that focused on technological innovation allowing London & Milan to be connected through video mapping projections & parties that took place at the same time in both cities.
This was one of Europe’s largest ever technical & audiovisual installations: 40 (32K lumens) laser projectors, 200m2 of LED floors & video walls with interactive motion technology. The total 21,000m2 projection surface was made up of the entire façade of the 209-metre-tall Allianz Tower, Italy’s highest building, & the façade of London’s historic County Hall with the adjacent London Eye also being fully illuminated with dynamic lighting effects.