O2 10th Birthday
Bringing birthday surprises to music fans across the nation
Challenge
The O2 in London – the world’s busiest arena and entertainment district – was turning 10, and O2 wanted to share their celebrations with music fans across the country.
For two weeks in July, they’d be inviting people in the capital to step inside a giant birthday present to try win a prize, followed by a daily evening show to a wider audience where even bigger prizes could be won, hosted by celebrity presenter Vernon Kay. They wanted a daily highlights films capturing the magic of the box, and to livestream to Facebook to take the birthday spirit further than the Big Smoke.
Approach
The shoot needed our team to be onsite for two weeks, rotating shifts to capture and edit the daily highlights film, and record and live stream the evening show.
We also only had one day to set up and test before the event kicked off, so our producers, camera ops, vision mixers and editors had to work really closely with the client and their event agency to make sure everything went without a hitch.
Outcome
With 180,000 people visiting The O2 across the activation over the two-week stint, and 170,000 Facebook Live views and a wider social reach of 26 million impressions, you could say the birthday party went off with a bang.
Over the course of the project, we shot over 70 hours of footage and created thousands of unforgettable moments. The event was so good it won an award for the best consumer activation. We’re already looking forward to the 20th anniversary.