Volkswagen Lights Up IMAX London to Celebrate the Lumiere Festival of Light

Car maker Volkswagen celebrated the Lumiere Festival of light in London with a colourful night-time show on the IMAX in Waterloo using Ocean Outdoor’s unique Edison technology.

The IMAX turned all colours of the rainbow from sunset until late evening.  The lighting show ran for two minutes every 15 minute intervals for two evenings.

The creative features Volkswagen’s new compact SUV, the T-Roc, and forms part of Volkswagen’s Born Confident campaign which launched across TV and print and outdoor late last year.

Creative is by Adam & Eve DDB, with planning by Talon and PHD. Volkswagen has a two week occupancy on the IMAX.

Several landmarks across central London supported Lumiere London 2018. Installations feature in Westminster, King’s Cross and Leicester Square as well as along the Southbank.

Volkswagen communications manager Kate Bush said: “The IMAX allows us to showcase the unique design and head turning attributes of the new T-Roc on a clever canvas that reflects both of those qualities to superb effect.”  

Ocean’s creative DOOH canvas which surrounds the IMAX is one of Europe’s biggest out of home advertising banner, measuring a colossal 1,734m².

Edison aligns emerging technology with the latest in LED lighting and software management, brought together to facilitate a step-change in creativity for brands in a high impact media environment.  The technology deployed is designed to reduce light emissions by 70 per cent.