Sedley Place Appointed Coca-Cola Great Britain’s Lead Creative Agency
Friday, November 28, 2008
On Monday 24th November 2008, Coca-Cola Great Britain issued
Sedley Place with a contract to be the lead creative agency for
content on the spectacular sign at Piccadilly.
Sedley Place has been working with Coca-Cola for the past 10
years, having pioneered the first of the Dynamic Public Displays at
Piccadilly Circus for them in the late 1990s, first using
projectors and latterly using LED. They were also responsible for
the build and (re-fit) of the current curved DPD that dominates
Piccadilly today.
Managing Director, Mick Nash, describes the medium as "a
combination of the audience characteristics of outdoor poster sites
with a hybrid of media that owes a little to TV, a little to poster
advertising and a little to the Internet". He highlights the
four key communication imperatives of this class of media as "to
promote, inform, entertain and generate a response. Over the years
we have developed an understanding of how to create an iconic style
for the Coca-Cola brand and have developed its unique style of
'visual music' on the sign".
Recent motion graphics on the sign by Sedley Place have
included:
Glacéau Vitamin Water sequence - one of the few above the line advertisements for the product (no television or press was used), and the first time a sequence has been predominantly copy based.
Peace One Day - an animation designed to highlight world Peace Day and the first time the Coca-Cola dynamic display has been shared with a charity organisation for a full 24 hours.
Coke Zero Bond sequence - the first time the sign has been used to promote Coca-Cola's major film partnership.
Sedley Place Associate, Togs Dalton, is keen to expand on the
signs ability to
respond to the local environment and interact more with viewers
"over the next year Coca-Cola will be exploring the potential of
using Bluetooth technology in conjunction with the sign, which we
hope will lead to exciting new ways to engage with the audience. We
are looking forward to continuing to grow our relationship with
Coca-Cola during this exciting time."