Runners have superimposed a giant poppy on the city of London, with help from Vodafone and its agency AKQA.
As a tribute of remembrance on the 100th anniversary of World War I, Vodafone invited joggers to fill out the middle of a Poppy-shaped outline on top of the capital city. In total, 635 runners downloaded a dedicated Vodafone running app and filled the streets with GPS signals.
A dedicated website with a map was continually updated with the progress of filling out the streets of London with red and black GPS signals. Running in the very center of London marked the streets in black and outside the center was marked in red. A timelapse of the campaign can be seen here:
From Oct. 29 until Nov. 9, the runners covered 7492 miles and created the world’s largest poppy across the city. Participants and their friends and families donated more than £15,000 ($23,5000) to veterans charity the Royal British Legion in support of the campaign.
The campaign was led by former Royal Marines Commando Ben McBean, who lost a leg on duty in Afghanistan. He undertook a 31 mile run around the city to mark an outline from which others would fill in the red and black of a poppy via GPS. Here, he explains why he did it:
Corporate acts of remembrance can be a risky business for brands. Things can quickly turn sour if a campaign is seen as a crass attempt to exploit the event. It’s a fact U.K. supermarket Sainsbury’s is painfully aware of: Its 2014 Christmas advertising campaign recreated a famous real-life scene from WWI. The Christmas Day Truces saw opposing troops put down their weapons and play soccer with one another in neutral territory. Some members of the public saw this as a distasteful marketing ploy. It received 240 complaints to the U.K.’s Advertising Standards Authority.
Vodafone will be pleased that its remembrance campaign is seen as tasteful. The campaign is one of a series of #Firsts documenting first-time experiences of inspirational individuals.
The open programmatic market is in a tough spot
There’s a ballooning number of publisher-initiated programmatic auctions being pushed through a shrinking ad tech pipe.
Governments around the world are changing their policies to support esports
Governments' interest in esports is encouraging, but despite this groundswell of policy-level support, not all countries are equally enthusiastic about the space.
Can Snap make it as an AR company?
The real question Snap faces is whether adding AR elements to its platform will help it continue growing in the face of competition and uncertainty.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
How NFTs could evolve for brands — now that marketers know what they actually are
NFTs are finally growing out of crypto novelty into next-gen loyalty tools. Tyler Moebius, founder and CEO of SmartMedia Technologies, explains where else they can go.
Why digital clutter is driving brands to rethink the value of newspapers advertising
GE, Equinox, Take 5 Oil and agency TBWA New York are among those investing in newspaper ads to generate social media buzz in an ever-more cluttered digital environment.