March for Giants
The world’s first real-time fully integrated campaign generated entirely by consumers and brands. A tech first, a text and digital donation mechanic allowed individuals and brands to create their own customised virtual 3D elephant. Using live 3D technology the personalised elephants instantly joined the #MarchforGiants digital herd.
Over 4 days the 3000 plus strong herd including National Express, Ricky Gervais and Mark Hamill marched across digital out of home media through the world’s busiest public space, seamlessly moving from Hong Kong to the US and the UK.
Uniquely, visitors to the screens could also create and see their elephant join the herd and march live across the screens within seconds of donation. All donors and brands were sent an image of their elephant in each location in real time as they marched across the globe over the 4-day campaign, creating further viral spread and awareness.
The campaign brought numerous on-going brand partnerships to the Charity including Maclaren who made a “March for Giants” buggy. March will now become an annual campaigning month for Space for Giants.