A flock of social content that appeared when people shared #LifeWellTravelled.
Built as a live icon and social engine for Cathay Pacific at the Night Noodle Markets.
Problem
Use Cathay Pacific’s Night Noodle Market sponsorship to bring #LifeWellTravelled to life in a way big enough to own the space on the ground and in social feeds.
Idea
Brushwing, a flock of birds suspended in mid air, built from a matrix of LED lights that formed the Cathay Pacific logo when viewed from the concourse, and came alive whenever people posted with #LifeWellTravelled.
How it worked
• Worked with a specialist engineering team to design and build the Brushwing installation: hundreds of suspended LED “birds” mapped to form the Cathay Pacific mark
• Linked the structure to a pixel-mapped light and audio show that visitors could trigger by posting with #LifeWellTravelled, with the chance to win Cathay Pacific air miles
• Positioned the Brushwing as the visual hero of the Night Noodle Markets, and as the launch venue for organisers in both Sydney and Brisbane
Results
• Turned Cathay Pacific’s sponsorship into the most photographed and talked about feature of the markets
• #LifeWellTravelled used over 12,000 times during the activation
• Social reach in excess of 1.2 million people in just a few days