Cathay Pacific wanted to leverage the Night Noodle Market sponsorship to communicate #LifeWellTravelled in a way so spectacular & innovative that it would enable them to ‘own’ the markets in the real world, and across social channels.
Working with a specialist team of engineers, we created the Brushing, a flock of birds suspended in mid air made from a matrix of LED lights that when viewed from the concourse formed Cathay Pacific’s logo.
Visitors were able to bring the installation to life as a pixel-mapped light and audio show when they hashtagged #LifeWellTravelled, and potentially won Cathay Pacific air miles when they did so.
The Brushwing became the money-shot for the Noodle Market, and was used as the launch venue by Night Noodle Market organisers in both Sydney and Brisbane.
#LifeWellTravelled lit up social media, resulting in the activation being initiated over 12,000 times using #LifeWellTravelled, equating to social reach in excess of 1.2 million people - and all in a few short days.