Cannes Lions
PEPSICO DESIGN & INNOVATION CENTER, New York / PEPSI / 2017
Overview
Entries
Credits
Description
As a Foundation Partner in the revitalization and build of The Oculus at Westfield World Trade Center, we had to create an experience for consumers in a space before that space was even completed. Therefore, we visited the site as it was being constructed and partnered with the builder to design schematics and prototypes to better understand how people would pass through, experience and interact with brands in this space – understanding daypart traffic flow, ingress and egress pathways, railway transportation patterns, architectural magnitude, technology specification, lighting and optics.
By creating these models, we could predict the ways in which consumers would react and interact, and create experiences that would engage them, as well as marry to PepsiCo’s individual brand marketing objectives.
Execution
More than 40 artists worked on the project for over twelve months before going live.
Our artists utilized an array of graphic techniques including illustration, 2D animation, 3D animation, motion capture, live action, as well as sensory adaptation techniques and environmental stimulation.
Over 60 hours of onsite design, environment and message testing allowed us to fine-tune a sensory experience the likes of which consumers had never seen at such an awesome scale.
Outcome
Now fully operational, The Oculus at Westfield World Trade Center welcomes more than 350,000 daily visitors to the space. To provide a sense of scale, that’s more visitors than the daily traffic at New York’s three international airports - Newark, LaGuardia, and JFK airports combined.
While two brands came on as inaugural advertisers, PepsiCo now has fourteen brands participating in a run-of-schedule.
And PepsiCo’s Oculus vending machines have quickly become the most visited within the company – selling more product than any other vending machines in its business, proving that brands can do well by doing good.
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