Imagination brings a piece of Vienna to London

 
Hundreds of Londoners braved the cold to be part of Vienna Now or Never Night, a live outdoor 3D projection event executed by Imagination on behalf of the Vienna Tourist Board.
Working with the VTB, Imagination’s innovative campaign transformed people’s perceptions of Vienna by building on the ‘Now or Never’ brand positioning, contrasting the traditional with the cool.
Imagination asked BBC Radio 1 DJ Reggie Yates to travel to Vienna to take photographs, DJ and tweet his experiences, before sharing tales and photos at the Now or Never Night VIP party held in the Imagination Atrium.
Imagination coordinated the projection’s creation and staging, transforming the Imagination building into a giant public movie screen by playing the five-minute 3D film on repeat over two nights.
The campaign secured national and international PR coverage, including BBC One London News holding its live weather segment at the projection and a competition run by The Sun.