Tuborg × IntenCity
Two LED robots on stilts, screens on their chests, walking the IntenCity stadium crowd and stopping at the Tuborg zone.
A brand visible
from anywhere in the stadium
IntenCity fills a stadium in Craiova, with international headliners and a crowd to match. Tuborg wanted a presence in among the people, past the banners and the brand stand. In a full stadium an appearance at human height is lost after a few metres — the brand had to read from the stands as well.
Two LED robots
on stilts, through the crowd
Two LED Robots on stilts: giant costumes with programmed LEDs and a screen on the chest. The sequences ran green, red, blue and pink, so the silhouettes read from a distance. The robots moved through the crowd, then parked at the Tuborg brand zone, where the photo queue formed. On stilts, their heads cleared the crowd.
- LED Robots
-
LEDs programmed on four colours
The sequences ran green, red, blue and pink, written by us before the festival and identical on both costumes.
-
Stilts above the crowd
On stilts the robots cleared the heads of the crowd and stayed visible from the stands, wherever they went in the stadium.
-
A screen on the chest
Each costume carries a screen on the chest, so the visual reads up close as well, at the brand zone.
-
A route through crowd and stand
Short passes through the crowd and long stops at the Tuborg zone, so people came to the brand for a photo.
Robots from inventory,
scaled to a stadium
The costumes are ours, so they arrived in Craiova already programmed, with no production lead time. We went with a mobile crew and built the route around the size of the stadium: short passes through the crowd, long stops at the Tuborg stand. When we program the LEDs ourselves, the colours follow the brand instead of whatever comes off the shelf.
„Tuborg had two LED robots that read across the whole IntenCity stadium and pulled the crowd to the brand zone."
From the event
Similar collaborations
