Wish - Brand experience activation
![](images/projects/wish/1.gif)
Client
British American Tobacco, Bontida, Romania.
Category
Brand Experience
TASK:
To create, for the 20th anniversary of Kent on the Romanian market, an interactive installation that would visualize users' “wishes” at Electric Castle Festival.
![](images/projects/wish/2_1.png)
CHALLENGE:
Create an interactive installation attractive enough for a high flow of visitors, that would create an impression of a large space in a small demonstration area.
![](images/projects/wish/3_1.jpg)
![](images/projects/wish/3_2.jpg)
![](images/projects/wish/3_3.jpg)
SOLUTION:
This activation is the result of the combination of IT and graphics that was possible due to the combination of a unique system of IoT solutions, generative animations and a pulse control system.
![](images/projects/wish/3_1.jpg)
![](images/projects/wish/3_2.jpg)
![](images/projects/wish/3_3.jpg)
![](images/projects/wish/4_1.gif)
![](images/projects/wish/4_2.gif)
![](images/projects/wish/4_3.gif)
SETUP:
The input was an Arduino and a sensor that was sending an impulse to the PC. Based on that impulse, the content was generated and projected by 2 projectors, located on the floor. The mirror walls were giving an immersive feeling.
![](images/projects/wish/5_1.png)
RESULT:
An interactive installation with generative New Media Art content that is responsible to users. It was overflowing with visitors, the installation having to be open 18 hours out of the 8 planned hours per day, during the 4 days of the festival. Electric Castle was visited by more than 200 000 people that year.
CREDENTIALS:
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Creative Director & Executive Producer:
Dumitru Gangaliuc
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PR & Communication:
Margarita Ursu
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Technical Director:
Tony Tampei
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Project Manager:
Chris Doni
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Designer:
Tatiana Baicev, Kairjan