StartJG were commissioned by Baltika to work alongside their advertising agency to develop an interactive experience as part of the Russian Pavilion in Hyde Park, London. The Russian Pavilion offers a taste of what’s to come at the 2014 Winter Olympic Games, to be hosted in Sochi, Russia.
Baltika 7, Baltika’s export brand, are not just sponsoring the 2014 Winter Olympics but are championing Russia as a whole. Promoting what the country has to offer, from great artists and places of interest, to Russia’s achievements and inspirations.
StartJG were briefed to create an engaging experience that would inspire people to visit Russia. The result was an exciting mix of physical and interactive experiences that engage all the senses, enticing users to look at new territories and broaden their horizons, change human behaviour and to celebrate the best of Russia.
StartJG crafted a 3D projection mapping installation consisting of three sculptures, with moving light and images relaying brand messages and the Russian story. Utilising content that Baltika had previously captured through an advertising campaign of what makes Russians proud of their country, StartJG integrated contemporary graphic animations, reformatted TV commercials and integrated user generated content. More than just a physical experience, it’s an immersive audio environment.
The moving image team at StartJG worked closely with media partners, Projection Advertising, to create a unique environment allowing user’s movements to trigger films, animations, and sounds all inside a sculpture where the projections surround you.
The project was brought to life using 9 full HD projectors, sound showers and surround sound for the environment and also integrated with social media and QR codes, allowing people to feedback on their experience.
Jeremy Hofmeister, Interactive Creative Director at StartJG said “We really wanted to break the stereotypes and present Baltika 7 and the Russian people in a contemporary way, we think the installation is a great opportunity to find out more about this vast country which has a lot more to offer. At StartJG we believe in pushing the innovation boundaries through exploring unconventional ways to present content.”
“We are proud to have facilitated Baltika’s progressive attitude towards showcasing their country and to contribute to the next great Olympic event in 2014. As our client they have been supportive and encouraged all of our innovative thinking.” Natasha Radova, Account Director at StartJG.