Pringles Global Brand Relaunch

We launched Pringles ‘Mind Popping’ campaign with a five-minute projection-mapped light show on the Pringle-shaped London Olympic Velodrome, generating extensive media coverage across EMEA.

Challenge

Pringles wanted a big, ownable stunt to make noise across EMEA for their ‘Mind Popping’ campaign - a fictional take on how humans were made for Pringles.

Insight & Strategy

What better way to bring the evolution story to life than through the words of the ‘godfather of evolution’, Charles Darwin?

Solution

On the eve of Charles Darwin’s birthday we produced a five-minute, projection-mapped light show, with the man himself narrating the story through a bespoke binaural (3D) soundtrack. This happened on the Pringle-shaped London 2012 Olympic Velodrome. During the show, the new Pringles branding was revealed while being live-streamed across EMEA.

Impact

Despite being in the midst of a pandemic, the activation generated huge reach with media outlets covering the launch and more than six million viewing the live stream and social content.