Marble Arch, Harrods and London Bridge all illuminated by projections.
Sky has bathed the capital in the light of an ambitious guerilla marketing campaign to promote season 2 of Gangs of London.
No less than 56 landmarks and locations across the city were lit up by Sky Entertainment, leaving no corner of the city untouched.
Heritage locations including Marble Arch, Harrods and London Bridge were shown in a new light for the night, blazing a trail of anticipation for around 75 minutes at each location.
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Lucy Johnstone, Sky Entertainment’s head of marketing, commented: “The premise of Gangs of London is dominance and power, so it made sense that we reflected that sentiment in the scale and placement of the campaign.”
James Brunton, business director at Rapport, added: “It was clear from the start that Gangs of London needed to be woven into the fabric of London’s culture to elevate the campaign beyond traditional placements. Projections at this scale have never been done before and the result is truly breathtaking. This has been a mammoth collaborative effort between all parties and demonstrates the physicality, agility and power of out-of-home to keep delivering true audience engagement at scale.”
Developed by Sky Creative, the campaign harnesses the game of chess to visualize the machinations at play in a brutal tussle for power with the bold use of reds emphasizing blood and danger.