Plan Canada takes 3D approach to #LiftHerUp

Isobar-designed hologram reacts to consumer's social posts

Plan International Canada used a 3D hologram powered by a supercomputer to kick off a campaign that lets Canadians encourage young women to stand up for themselves.

Shoppers passing through the CF Toronto Eaton Centre on International Women’s Day were introduced to the hologram of a young woman who was crouched down with her arms hugging her knees. When consumers shared positive messages using the #LiftHerUp hashtag on social media, the girl would slowly rise to her feet. The campaign’s initial goal of generating 30,000 social media posts was reached within that first day at the Eaton Centre, which translates into real impact: for every #LiftHerUp gender-inclusive message, Scotiabank donated one dollar to Plan International’s “Because I Am A Girl” program.

Screen Shot 2016-03-11 at 9.48.24 AM

“A lot of people tend to look at international development as something that’s happening overseas and not in their own backyard,” Plan International Canada director of brand marketing and communications Erin Abbatangelo told Marketing. “Global poverty and human rights are relevant everywhere. This was about making people understand what the issues are, then advocate on others’ behalf. In the end, they may look to donate to us to help support the work we’re doing globally, but really, the awareness is just as important.”

Isobar planned, created and launched the campaign under the leadership of creative director Kelly Small using multi 3D-enabled projectors coupled with interactive cameras, explained Kai Exos, its chief creative officer. Prototypes were built over a period of eight weeks to develop a reflective system implementing custom-built transparent holographic surface composited from multiple layers of acrylic and films. An NVidia Jetson TX1 supercomputer handled the processing requirements.

“[It was] inspired by the stuff of sci-fi, classic magician tricks and Tupac’s Coachella performance,” Exos said. “It was powered by social sentiment analysis code to showcase the young girl’s evolution. We created a real-time feedback loop between the hologram and the audience.”

While the campaign has now grown to more than 60,000 social posts, Plan Canada has followed up with a video and microsite and will be continuing to promote it until the end of this month. That said, Abbatangelo suggested the organization will build upon the campaign in other marketing activities.

“This isn’t something that will go away. The campaign may shut down, but the work we do is something we’re very proud of,” she said. “Women can thrive in the right environment. We want to keep looking at how we can represent that, both internationally and locally.”

Add a comment

You must be to comment.

Create a Commenting Account

Brands Articles

Content Strategy: Setting the table to feed your business

Five steps to creating content that can nourish your audience and grow your brand

Metro launches online grocery with ‘fast and fresh’ promise

Service available for delivery or pickup in parts of Quebec

Casacom wins OnDeck after competitive review

Communications plan to include speaking engagements, events and business outreach

Underwear brand looks to Kwittken to boost awareness

MyPakage Apparel wants to make underwear for men cool

Ricardo Media looks to PR to promote English print mag

Bicom Communications will handle media and influencer relations to build awareness

Baby Box Canada connects CPGs with expecting parents

Non-profit organization has attracted more than 100,000 registrants in nine months

Watch This: Taco Bell throws a slumber party

The QSR turned one of its stores into an Airbnb for one night only

WD-40 creaks into the app space

The brand made an app to give doors a spooky creak for Halloween

Coke profit falls, but global volume up

Growth of Sprite and energy drink brands in North America offsets Diet Coke decline