Globe partnered with EE, the UK’s number one network, on its brand campaign, featuring the world’s first augmented reality (AR), multi-location gig powered by 5G which starred platinum selling band, Bastille and Hollywood star Kevin Bacon.
Premiering during Love Island on ITV2, the campaign inspires customers with new ways in which EE’s pioneering 5G network can elevate everyday experiences, even in the busiest places; in this instance, enabling commuters across the UK to immerse themselves in a 360-degree augmented performance by Bastille. Commuters were able to watch the mixed-reality action unfold in real time via Nreal glasses, despite being hundreds of miles away from the performance in Birmingham New Street station.
The performance gave fans a front row seat to Bastille’s unique performance of their hit song, Pompeii, which the band reworked especially for the EE campaign. The ad was Directed by music filmmaker Henry Scholfield, who Bastille collaborated with, to bring his signature dynamic camera movements and energetic choreography to the live performance.
Dan Smith, singer songwriter from Bastille, said: “Knowing our performance in Birmingham was being enhanced by augmented reality and streamed over EE’s 5G network to fans all over the U.K. made for a really fun and unique experience. It’s exciting, as a band, to try and push the boundaries of live performance and to experiment with interesting new technologies to create something different”.
The campaign ran across TV, out of home (OOH), cinema and video on demand (VOD) – with additional edits and BTS content developed specifically for a range of digital and social channels.
CONTENT
PRESS