A giant pink holographic cat is shocking commuters at London’s Waterloo Station this morning (20 August) as part of a new campaign to get people to recycle their electricals.
Named ‘HypnoCat’, the hologram has been launched in the run-up to International E-Waste Day in a bid to increase UK participation in the ‘Great Cable Challenge’, which aims to inspire the public to recycle one million of the myriad unused cables going to waste in British homes.
Running through to Saturday (24 August), the HypnoCat was designed by holographic specialists Hypergram and doesn’t require the use of screens or glasses. The cat will be located under the station’s big train time information board.
“HypnoCat is out and about and larger than ever before! Using incredible hologram technology in this unique visual way, we hope he will pawsuade many more people to take action and join us in our recycling efforts in the run up to International E-Waste Day,” Material Focus ECD, Scott Butler said.
“Almost all of us have those old, forgotten cables stashed away at home – I have a box under my bed of cables I’ve been holding onto ‘just in case’ but haven’t actually used in months or are broken. But by recycling them or donating those that still work, we can repurpose or reclaim that valuable copper currently going to waste.
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He continued: “The Great Cable Challenge is a simple way for everyone to make a big, collective difference – by recycling at least one cable. Most people will be surprised at just how easy it is to do.”
This latest activation builds on last year’s HypnoCat spot in which an insistent animated cat urges the viewer to recycle their electricals through the power of hypnosis.
Disturbed Media Group director, Bailey Young added: “Disturbed Media Group, an innovative agency at the forefront of immersive experiences, is proud to announce the showcase of its latest project in the UK, HyperGram. Leveraging state-of-the-art 3D holographic technology developed by our esteemed tech partner, Hypervsn, HyperGram transforms traditional visual storytelling by creating animations that appear to float in mid-air.
“It’s been a joy bringing to life Hypnocat which seemed incredibly fitting to what we were trying to achieve this year. We hope consumers around London have a really enjoyable experience and we look forward to the results of the campaign!”
