Lenovo and Intel transformed London’s iconic skyline into a canvas for personalised ‘auras’ to mark the launch of the new Lenovo Aura edition laptop. An innovative projection mapping experience took place on 29 November and captured live biometric data from celebrities and influencers, to create stunning visual displays across famous London landmarks.
A launch event, hosted aboard the boat Driftwood, welcomed a star-studded guest list including Rylan, Tayce, Mabel and Kyle Thomas. As they journeyed from Tower Bridge to Victoria Embankment, guests were treated to a range of Aura-themed experiences including Aura Bot, an interactive AI-powered chatbot, Lenovo Aura demos and an interactive Aura experience – a bespoke ‘aura’ reader using cutting-edge technology.
Guests placed their hand on a sensor connected to a Lenovo Aura laptop, which used smart AI to capture their photo and analyse their biometric data. The result was a personalised aura image, which, once approved by the guest, was scheduled for projection onto County Hall and the surrounding London skyline.
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Six-storey projections, visible to guests on the boat and members of the public around Westminster Bridge, showcased the company’s vision and cutting-edge projection technology.
The activation was a collaboration between Assembly, the brand’s key advertising partner, media agency Goodstuff and Grand Visual, which conceptualised the projection mapping experience and Pixel Artworks, which created and executed the visual spectacle.
“Our goal was to craft a campaign that showcases the remarkable capabilities of our new Lenovo Aura Edition AI PCs, imagined with Intel,” said Philip Oldham, marketing director UKI at Lenovo. “With AI, we’re unlocking entirely new ways to interact and offering highly personalised experiences that revolutionise how we work, connect and create.”
This is the first time a projection campaign has rapidly processed biometric data and real-time scheduling to display individual information on an iconic building.
