Year: 2017 Location: Australia / 37.8136° S, 144.9631° E
China’s largest automotive company, SAIC Motor, launched its new LDV brand SUV and Ute vehicles in Sydney for a global audience, including media and dealers, through its Australian distributor, Ateco Automotive.
It was their biggest story in 50 years, so a visual feast driven by strategic storytelling was required – and that’s the sweet-spot of Yakkazoo capabilities.
Yakkazoo’s CoLab devised new techniques for projecting seamlessly on 360 degrees of curved surface, with multiple vision sources synchronised with sound and lighting effects.
A cavernous elliptical space was created for the audience, with its centrepiece being a 2.7m diameter sphere suspended above, on which digital projection painted video imagery seamlessly through 360 degrees in 3 dimensions.
Aerialists performed floating choreography to interact with the visual and musical story of SAIC’s journey to global status.
"I think it’s fair to say that the launch ceremony for the LDV T60 and D90 exceeded expectations of all involved. This included LDV Australian dealers, SAIC executives and Ateco management."
— Dinesh Chinnappa / General Manager LDV Australia
Yakkazoo positioned the SAIC brand as being part of “Generation Global” – now sitting alongside the Alibaba, Huawei, Hisense, Amazon and Google, reaching out across borders to new customers worldwide.
A full suite of dynamic graphics was created for the Generation Global event brand, rippling throughout the entire journey on everything from eDMs to a 40 metre wide projection screen.
Yakkazoo created a signature music phrase that echoed throughout the event and drew the audience into a sense of continuing journey, connecting them to the SAIC story as a strong undercurrent.
Music & Performance
The original musical soundtrack created a progression from classical to a more modern style.
From the first note during the media launch to the finale at the end of the gala dinner, the soundtrack and score was designed to reflect the way the SAIC brand has evolved over the last several decades.
A lilting phrase connected people emotionally to the story, capturing their hearts as well as minds.