A new campaign is using 3D anamorphic digital advertising to warn home owners about flood risks.
Flood reinsurance scheme, Flood Re, worked with Cavendish Consulting and Loud! OOH on the campaign.
Appearing on the side of the UK’s largest digital EcoVan, the 40 second creative shows a brick wall, breaking apart to show a living room, which starts to flood.
It’s to highlight that 6.3m properties in England sit in a flood risk area and that figure is set to rise by 2050. Flood Re is a joint initiative between the government and insurance industry to make cover available and affordable for at risk homes.
The brief was to stop people filing flood risk under something that happens somewhere else.
“We did not want anyone reading a statistic off the side of a van. We wanted them watching a room they recognise disappear,” explained Jamie Roberts, founder of Loud! OOH.
“You can scroll past a post and skip a pre roll after five seconds. You cannot skip a street. When the whole barrier is people assuming flooding happens to somebody else, the honest answer is to physically bring it to where they are standing. That is the argument for out-of-home and it is the reason this brief only worked outdoors.”
READ MORE – Northforge creates hi-tech animation for Times Square’s Nasdaq screen
The van was routed through areas worst affected by flooding, running through Manchester city centre on a rainy day.
The campaign team said that the most difficult technical problem was holding anamorphic depth on a moving vehicle.
Fixed anamorphic screens are designed backwards from a single known viewing position, which isn’t possible for a van in traffic, so they had to ensure that the animation could to hold its depth from any pavement, at any angle, in daylight and in British weather.
An EcoVan was chosen because of the climate message of the campaign.
