FOOTWALL by Brand Union for THE BRAND UNION

FOOTWALL

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Industry Sports Teams & Events
Media Design & Branding
Market United Kingdom
Agency Brand Union
Designer Richard Holt, Jonny May, Paul Ponting
Released June 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: THE BRAND UNION
Product/Service: DIGITALLY PROJECTED TWITTER FEED
Agency: THE BRAND UNION
Date of First Appearance: Jun 10 2010
Entrant Company: THE BRAND UNION, London, UNITED KINGDOM
Designer: Jonny May (The Brand Union)
Digital Designer: Martin Cadwallader (The Brand Union)
Project Manager: Paul Wood (The Brand Union)
Designer: Richard Holt (The Brand Union)
Technical Manager: Simon Philips (The Brand Union)
Designer: Paul Ponting (The Brand Union)
Media placement: 2010 World Cup - Live Twitter Feed - Projected Onto The Brand Union Office Building - 10th June 2011

Describe the brief from the client
As part of the England bid for the World Cup, we wanted to create some excitement around the 2010 World Cup to show our commitment to football and ways in which we could be innovative.

We wanted to create an interactive event that generated excitement in both our industry and our community.

What began as a mere flicker of an idea became, less than a week later, an event that generated mass excitement: an interactive ambient twitter project called The Footwall.

Describe the challenges and key objectives
Time and money – neither of them were on our side.

A building covered in windows (not great for projections).

Through the professional skills of those involved and a combination of persuasion, negotiation and determination, we consolidated and exemplified our support of the 2018 bid with this initiative.

Describe how you arrived at the final design
Using Twitter to power our system, we used a large scale projection to illuminate our building.

We got many members of the London office to spread the word using social media such as Twitter and appearances on blogs.

Using the 2018 bid branding and typography, we projected a live feed onto our London headquarters every night during the World Cup.

We filled the windows with a scaled match print of the bricks outside so that the typography was revealed unhindered.

This connected a community through social media, we lit the night sky with the nations hopes and fears.

Give some indication of how successful the outcome was in the market
The Footwall was a huge success, garnering interest throughout our own neighbourhood as well as further afield online. In fact, neighboring creative agencies looked on enviously and used the project as an internal benchmark for creativity. Seeing people stop in the street to take photos was testimony to the success of the project, and during this glorious summer, everyone in the London office was united in pride.

We received 1280 tweets in the first month.

The ‘Footwall’ lasted longer than England did in the World cup!