Cannes Lions

Samsung

GUNS OR KNIVES, Dublin / SAMSUNG / 2018

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

We used the Galaxy Note8 and projection mapping technology to transform the Samuel Beckett Bridge it into a harp the public could play. Passers by were invited to play the bridge on an app created especially for the Galaxy Note8.

When a string on the app was plucked, crowds were enthralled as the strings of the bridge lit up. The experience created a spectacular and beautiful display in which the public became the players of Ireland’s largest harp.

The app was also connected to an electric harp, which allowed renowned Irish harpist Aisling Ennis to play a piece composed especially for the installation titled ‘A Song for the City’. It is this along with the public’s interactions you see being performed in the accompanying video.

Execution

We built an app for the Galaxy Note8 that allowed the public to play Ireland’s largest harp using projection mapping technology. Placed on the riverside, the experience was open to the everyone and enjoyed by all in sight of the bridge. Online, it was seen on Facebook Live and as a branded piece of content titled ‘A Song for the City’.

The experience took place over one night as part of the launch of the Galaxy Note8.

The bridge is in the centre of Dublin City and is visible to everyone along the riverside.

The bridge is 120m long and is supported by a forward arching spar reaching 48m into the sky from the southern bank. It carries four lanes of automotive traffic as well as pedestrians.

Outcome

In 2016 the world lost faith in the Note series but in 2017 the Irish public ordered the Note8 in record numbers.

With a total population of 4.5 million Irish people, we generated 4.1 million impressions.

Our activation was picked up by key publications around the globe. From Australia to Vietnam and from Germany to China.

The piece was shared by the bridge’s architect, Santiago Calatrava, giving the ultimate seal of approval.

Impressions – 4,105,551

Reach – 5,316,183

Views – 2,061,599

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