To kick off Gillette’s global “Get Started” campaign, and show support for their sponsored athletes, Gillette created a giant light/hologram show on the Boston Harbor. Timed with the conclusion of the Olympics Opening Ceremony, 60 foot holograms of the US athletes extended from the water while a light show accompanied the holograms on the side of a building.
Why I’m Curious
The Olympics offers a unique opportunity for brands to capitalize around the excitement and frenzy of the games. We’ve been talking a lot recently about the importance of relevancy and timeliness. Timing the launch of a global campaign with the Opening Ceremony, and delivering a message through entertaining and tech forward mediums makes the brand resonate more with modern audiences and cut through the clutter.