The year is 2024, 16 years after the first Formula 1 night race in Singapore.
To drive ticket sales and raise awareness of the upcoming 15th edition of the event, Singapore GP collaborated with SPH Media to make a Formula One car running a hot lap at the Marina Bay Street Circuit optically roar out of One Raffles Place’s 100-square meter megascreen.
The idea emerged from a brief to create something loud, exciting, and eye-catching.
In close collaboration with Singapore GP, a cross-unit team across SPH Media, including SPH Content Lab, developed the first forced perspective ad to run on the megascreen.
The result: an experiential out-of-home video ad with striking 3D visuals and an aural soundtrack for an arresting Formula 1 experience screened at one of the busiest hubs for PMEBs from 22 July - August 4.
“It was wonderful working with SPH Media’s creative and outdoor teams; they took up the challenge to create something different and pushed the envelope. Their creativity and expertise helped to meet the Formula 1 Singapore Grand Prix’s promotional needs in a visually captivating spectacle that commands attention,” said Sasha Rafi, Director of Marketing, Singapore GP Pte Ltd.
First forced perspective ad at One Raffles Place
While 3D ads are not new — think of the giant 3D cat that ‘prowled’ over Shinjuku station in Japan — these ads typically utilise 2 screens that form an L-shape to display anamorphic art that creates these 3D effects. These will then need to be viewed at a very specific spot to complete the effect, making the viewing angle very limited.
The One Raffles Place screen, however, is a single flat screen.
Instead of utilising anamorphic art, our Out-Of-Home Media arm turned to forced perspective to create optical illusions that make objects appear larger, smaller, closer, or farther away than they are. The advantage of this is that the viewing angle is wider, and viewers do not need to stand at a specific spot to view the 3D effect.
This means pedestrians walking across the Raffles Place square can see the same 3D effect from pretty much wherever they are standing.
As a bonus, the same unique ad can be used on other platforms, including social media, to further amplify the message in an equally eye-catching manner.
Bold moves across screens
Make your own leap to innovative outdoor executions with SPH Media.
Create these forced perspective ads together with our in-house creative team and outdoor media advertising unit at our One Raffles Place and VivoCity megascreens.
Contact us if you are interested in exploring this ad format.
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