Shell Ambient Shell: 3D Projection Mapping by J. Walter Thompson Toronto, Mediacom Toronto

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Shell: 3D Projection Mapping

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Industry Automotive products, services and accessories
Media Ambient
Market Canada
Agency J. Walter Thompson Toronto
Agency Mediacom Toronto
Released June 2011

Credits & Description

Taking stride from the fast-paced world of racing, the 43 foot by 50 foot 3D animated projection combines the excitement and energy of Formula. This particular projection is sponsored by Shell and specifically features their Nitrogen Enriched Gasolines®.

"This innovative media platform communicates Shell Nitrogen Enriched Gasolines® messaging to consumers in the most engaging environment in real time, a first in Quebec,” says Jack Wu, Account Director, MediaCom Canada. “What a great way to celebrate Grand Prix race weekend and Shell Canada’s 100-year anniversary!"

From from June 9th-11th the projection was showcased on Light Ultra Club in the heart of the Crescent Street Grand Prix Festival, on the corner of Rue Crescent and Boulevard de Maisonneuve, a key destination for race fans, Montrealers, and tourists from around the world. Over 500,000 people were in attendance.

“It was really amazing to be a part of this year’s Formula 1 Grand Prix,” says Brodie Gunning, CEO, The Media Merchants. “The fast-paced nature of Formula 1 Racing couldn’t be more similar to the progressive culture here at The Media Merchants. The Formula 1 3D Projection Mapping garnered a lot of attention and left viewers with a taste of the future of outdoor advertising.”

Client: Shell
Creative Agency: JWT Canada
3D Projection Mapping: Media Merchants
Media Agency: Mediacom, a Group M Company
Animation: Jump Studios