Connected Digital Experiences
Telecom LED Wall
Telecom wanted create a branded experience at the Auckland Airport that would showcase the possibilities and joy of connection that their brand offers by engaging passers-by with an interactive digital wall. Designworks lead the project – creating concepts, designing the digital graphics and building and configuring the wall's systems.
The idea behind the digital wall was ‘from here we can do anything’- emphasising Telecom’s role as a connector through technology. Four distinct content streams were created, designed to change out over a three-month period. The first was a twitter feed, profiling ‘the mood of the nation’- pulling content from certain hashtag searches e.g. ‘dream’, ‘love’ and ‘wish’.
The second stream of content centered on creating an ambient, playful experience, with the driving idea being ‘from here we can create a work of art’, giving Kiwis the ability to express themselves and use the wall as their canvas. The third stream featured New Zealand scenery that would subtly interact with passers-by e.g. Toi Toi’s wave in the breeze and footprints appearing in the sand as people walked by.
As principal sponsors of the All Blacks, during the Tri-Nations and following on into the Rugby World Cup, Telecom wanted to create an interactive and engaging experience that would celebrate the team and bring fans closer to the All Blacks. Thus the wall served as an exciting means to rally support for the national team. The design look and feel takes it cues from the official All Blacks fan club site, BackingBlack, and is inspired by a mix of current All Blacks elements and the great provincial rugby ground scoreboards of old.