{"id":17571,"date":"2023-12-19T21:46:45","date_gmt":"2023-12-19T16:16:45","guid":{"rendered":"http:\/\/pulseonline.co\/?page_id=17571"},"modified":"2024-01-18T19:46:02","modified_gmt":"2024-01-18T14:16:02","slug":"thomas-cook-india-uses-innovative-mixed-reality-and-anamorphic-outdoor-to-break-the-clutter-and-communicate-that-europe-is-best-experienced-with-thomas-cook","status":"publish","type":"page","link":"http:\/\/pulseonline.co\/index.php\/thomas-cook-india-uses-innovative-mixed-reality-and-anamorphic-outdoor-to-break-the-clutter-and-communicate-that-europe-is-best-experienced-with-thomas-cook\/","title":{"rendered":"Thomas Cook India Uses Innovative Mixed Reality and Anamorphic Outdoor to Break the Clutter, and Communicate That “Europe is Best Experienced with Thomas Cook\u201d"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Thomas Cook (India) Limited <\/a>has leveraged outdoor media in a disruptive initiative to create buzz in both – the outdoor and digital – social media space. This exciting and clutter-breaking format, built on mixed reality and anamorphic displays is intended to grab attention and encourage social sharing by young India – amplifying Thomas Cook\u2019s brand visibility and cool quotient.<\/p>\n

To emphasize its campaign theme \u2013 Europe, Best Experienced with Thomas Cook <\/em>\u2013 the brand has conceptualised a 3D anamorphic creative that showcases a breath-taking shot of Switzerland\u2019s Glacier Express on a journey across the iconic Brusio Spiral Bridge. The moving display of one of the most scenic train rides in Europe, features the Glacier Express literally popping out of the hoarding, making it an exciting experience for the motorists\/pedestrians passing the hoarding.<\/p>\n

In addition, Thomas Cook India has also smartly utilized mixed reality to create an illusion of an outdoor hoarding installed at an iconic location in Mumbai. This short video of the outdoor site, showcases a train zipping through the Swiss Alps, while creating an illusion of snow cascading from the hoarding onto the streets, surprising\/shocking onlookers.<\/p>\n

\"\"<\/a><\/span><\/p>\n

Links to videos:<\/span><\/p>\n

Video 1: YouTube<\/a> | Facebook<\/a> | Instagram<\/a> | LinkedIn<\/a> | Twitter<\/a><\/strong><\/span><\/p>\n

Video 2: YouTube<\/a> | Facebook<\/a> | Instagram<\/a> | Twitter<\/a><\/strong><\/span><\/p>\n

The campaign was conceptualised and executed by one of the leading outdoor agencies – Outdoor Advertising Professionals.<\/span><\/p>\n

Abraham Alapatt, President & Group Head, Marketing, Service Quality, Value Added Services & Innovation, Thomas Cook (India) Limited,<\/strong> said, \u201cI am delighted to bring an innovative concept to our new-age Indian consumers, intended to create excitement\/buzz around travel. We have smartly leveraged mixed reality and 3D anamorphic displays to bring to life the iconic Glacier Express speeding through Switzerland\u2019s spiral Brusio viaduct \u2013 while showering snow from the hoarding onto unsuspecting bystanders!
\nThe shock and awe encourages social sharing among today\u2019s digital natives, hungry for vibrant new formats\/content.
\nOur intent is to increase brand visibility via exciting\/innovative concepts and to showcase our cool quotient\/appeal to target young India.\u201d<\/span><\/p>\n

Abhijit Sengupta, CEO, OAP Mediatech <\/strong>said, \u201cWith optical Illusion on billboards having been a monopoly of an overseas agency, I was waiting for an opportunity to experiment on anamorphic executions as well as the mixed reality content in India. And then came Thomas Cook\u2019s brief!<\/span><\/p>\n

While creating anamorphic designs with physical items like a can or car is relatively easy, but to come up with an idea on a holiday destination, and that too about entire Europe, was a challenging proposition. And we did not have any stock pictures or video shoots to work upon. That\u2019s when we thought of making rail the hero, the ambassador. Everything was done from scratch – CAD modelling, to texturing, light and shadowing, and finally rendering and compositing.<\/span><\/p>\n

In both the cases we chose a 1-plane anamorphic drawing, since the digital billboard chosen was a flat one. For the round bridge, a 3-plane perspective grid and for the tunnel a 2-point but reverse perspective grid was chosen.
\nI would like to thank Thomas Cook for the opportunity, and their faith in us.\u201d<\/span><\/p>\n

Do click on the video links abaove to see the dramatic result!<\/span><\/p>\n

\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Thomas Cook (India) Limited has leveraged outdoor media in a disruptive initiative to create buzz in both – the outdoor and digital – social media space. This exciting and clutter-breaking format, built on mixed reality and anamorphic displays is intended to grab attention and encourage social sharing by young India – amplifying Thomas Cook\u2019s brand… <\/p>\n

Read More<\/a><\/div>\n","protected":false},"author":9,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"_links":{"self":[{"href":"http:\/\/pulseonline.co\/index.php\/wp-json\/wp\/v2\/pages\/17571"}],"collection":[{"href":"http:\/\/pulseonline.co\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"http:\/\/pulseonline.co\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"http:\/\/pulseonline.co\/index.php\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"http:\/\/pulseonline.co\/index.php\/wp-json\/wp\/v2\/comments?post=17571"}],"version-history":[{"count":5,"href":"http:\/\/pulseonline.co\/index.php\/wp-json\/wp\/v2\/pages\/17571\/revisions"}],"predecessor-version":[{"id":18152,"href":"http:\/\/pulseonline.co\/index.php\/wp-json\/wp\/v2\/pages\/17571\/revisions\/18152"}],"wp:attachment":[{"href":"http:\/\/pulseonline.co\/index.php\/wp-json\/wp\/v2\/media?parent=17571"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}