Case study
Santander Edge 3D Screen
Client: Santander
Agency: Ocean Outdoor
The campaign
As part of an ongoing campaign, Santander set out to promote the benefits of its Edge current account after branding the White Cliffs of Dover just a few months before. The new activation took over Piccadilly Lights in central London, using a huge Digital out-of-home (DOOH) advertisement.
Led by Ocean Outdoor, our team was brought in to create an entertaining digital billboard using anamorphic 3D (DeepScreen) technology. The DOOH promotes Santander Edge’s cashback on customer spending, which was dramatised through a giant 3D penny waterfall inspired by classic amusement arcade games. This coin drop machine would seamlessly break through the screen’s curved contours, ‘raining’ money on people passing by.
What we did
Our team first created a photorealistic one-pound coin before investing hours of R&D in coin dynamics to ensure each piece bounced and collided accurately. We tested several game mechanics, including the number and speed of the drawers moving in and out, as well as the size and number of coins used. We also trialled the number of ceiling slots and the layout of the pegs that let coins move through.
After the design was signed off, we conducted nearly one hundred simulations to determine the best combination of coins cascading from the penny waterfall. We rendered the final film at almost 6k resolution before warping it to create a 3D illusion of a coin pusher coming out of the screen and moving towards the viewer.
The Results
The final DOOH played once an hour for a month over the iconic Piccadilly Lights. This activation captured the attention of passers-by at the most crowded digital out-of-home advertising site worldwide.
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