AIM
Marshall Arts is a music concert promoter that has embraced digital out of home successfully in order to push large scale concert tickets. They understand the effectiveness of DOOH in being able to change and update copy at the last minute and to use it to provide dynamism, movement and animation to what would otherwise be a static poster. Marshall Arts have found DOOH to be so successful that on advertising using DOOH, they have sold out tickets to concerts before the traditional paper and paste adverts were even put up…

On this occasion Marshall Arts commissioned Amigo Digital to produce 5 x 20 sec creative executions for the concerts by artists PINK and Lionel Richie to be shown in 4 UK cities across 5 large format, high impact DOOH screens.

The Creative
In this instance we were lucky with what we had to play with in that the creative for the poster artwork was of a high enough resolution to enable us to manipulate the imagery in a variety of ways.

For PINK, the aim was to convey the fun, playfulness and circus type feel of the album so we animated the background twirling and brought in the various assets such as logos and text using a lot of velocity and acceleration with the odd bounce to provide maximum impact. We kept things moving to catch the eye and the arresting image of PINK herself gradually grew over time.

The Lionel Richie creative was exactly the opposite – the aim here was to use the stunning photograph of the artist to maximum effect and to introduce the photograph in an eye catching way. We created some animated lighting effects that worked with the logo against a black background introducing the artist’s name then via a dynamic white horizontal wipe revealing the artist and key information such as dates and venues of the concerts.

Delivery
The above creative was delivered online to 4 different cities around the UK in 5 different shape and size formats both vertical and horizontal in orientation.

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AIM
The World’s Biggest Coffee Morning is now the third largest fundraising event in the UK, with over two million people raising their cup to help improve the lives of people affected by cancer.

A firm fixture in the DOOH industry calendar, the campaign was delivered to 34 UK networks including all of the major UK Shopping Malls, Doctors' Surgeries, Travel Agents, News Agents, Post Offices, Premiership football grounds and major mainline rail stations.

An industry first was that it also accommodated screens as small as an ATM machine and as large as Europe’s biggest digital screen in the centre of Liverpool!

The Creative
Amigo’s brief was to build on the awareness generated last year and develop creative that highlighted the unity and community of all types of people coming together to raise money on one day and drive World’s Biggest Coffee Morning registrations via the campaign website www.macmillan.org.uk/coffee

Keeping with the animated feel, this year saw creative executions that brought a ‘million mugs’ together as one and played with the steam and condensation that forms on a screen which is then wiped away to reveal a hot steaming mug of coffee.

Delivery
Amigo Digital accommodated all network formats and resolutions and delivered over 80 different files to over 30 different networks.

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AIM
Following on from the huge success and attendee recall of the 2008 Screen Expo Virals which saw a ‘DOOH vs TV’ take on the classic Mac vs PC advertising campaign, Screen Events is taking the 2 characters out of their natural white habitat and following them on their journey into the REAL world of the DOOH industry.

The virals were an industry wide success story (‘DOOH vs TV’ has even made it to the top of YouTube’s DOOH search hitlist…!) driving DOOH industry professionals to the site, enabling them to register their interest and ultimately through the door over the 2 show days.

The Creative
Screen Expo 2009 This year we are taking the characters on a whirlwind tour of the DOOH industry and to do so we are looking for direct support from the industry. The plan is to create 4 x 60 second episodes focusing on the key components of the DOOH industry.

• 1 x Creative
• 1 x Hardware & Software
• 1 x Networks
• 1 x Screen Expo

For each viral episode, the DOOH and TV characters will find themselves enveloped by all that is relevant to the industry from a Creative, a Hardware, a Software and a Networks perspective.

Delivery
Amigo Digital will be generating the concepts as they did last year, and will be storyboarding, filming, producing and directing the films - creating a package that aims to generate a sense of anticipation around Screen Expo 2009 as well as drive active registrations for the event itself.

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AIM
Amigo Digital does a lot of work for City Gateway Media’s tall skyscraper screen in Manchester Piccadilly. It is an interesting screen to design for due to its proportions – no dissimilar to designing for skyscraper banner ads but bearing in mind this is DOOH and not online.

The Pigeon Detectives launched their debut album last year and wanted to promote it locally in Manchester – they had no advertising material and had literally just completed the album artwork.

The Creative
Amigo suggested that we use the album artwork to create an animation for them as it was ideally suited to animation, being vector based and flat graphic artwork instead of photographic imagery. In addition to taking creative inspiration from the music itself we looked at the specific narrative which the original designer had developed for the album cover - in this case it was about an army of spacemen ’soldiers’, a radar and weaponry illustrated in a ‘how to manual’ style.

The radar was the obvious route to start off the ad by animating the blip, but we wanted to go further and tell a story - what was the origin of that blip? - what was it, where was it and what was it doing? Hence the crash zoom into the blip at the start of the ad, the subsequent magnification of a line of ‘marching’ soldiers and the ‘disruption’ of the weaponry metaphor via the use of graphic interference and flashes of white that then introduces, in extremely large type, the title of their album: ‘Emergency’. The ‘Emergency’ idea was taken further to create an arresting, powerful animation style which was used throughout.

Delivery
As with all our work for City Gateway, delivery consisted of a simple upload of the file formatted to their specific requirements then played out in their media scheduler in Manchester.

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AIM
The international director for Tina Turner’s 2009 world tour wanted a piece of advertising that gave viewers a flavour of what her concerts are like and what it might like to be there…

The Creative
This project was a good example of a situation we often find ourselves in where there is not a lot of content to use. In fact in this instance there was literally only one hi-res photo of Tina Turner in concert so we had to use that.

Our intention was to try to re-create the concert atmosphere – in this instance there was an opportunity to focus on the scale of this screen - the sheer massiveness of it and develop ways in which we can ‘light up the sky’ to a certain extent - so for a pop concert it had to be huge stage lights in a dramatic burst, maintaining that feel throughout the advert with some 3D lighting effects whilst the key dates and venue information is displayed.

All polished off with a gold, gilt edged ‘Tina Turner’ font and you have something approaching the desired effect.

Delivery
As with all our work for City Gateway, delivery consisted of a simple upload of the file formatted to their specific requirements then played out in their media scheduler in Manchester.

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