Project Profile: Jolly Green Giant At Grand Central

October 4, 2012 by Dave Haynes

Here’s video, pix and background on a digital sign/augmented reality/live event mash-up for the Green Giant produce brand, done at Grand Central Terminal in New York City.

The One Giant Pledge live used a 30 square metre projection screen in one of the big station’s cavernous halls to do an augmented reality experience targeting families. Kids were encouraged to take the Veggie Pledge and interact with a larger-than-life augmented reality Jolly Green Giant.

The program was put together by Grand Visual. The experience is activated once a child stands on a set of footprints in front of the screen. A camera displays their actions while Grand Visual’s innovative AR technology merges the 3D animated Green Giant with real-time footage of the participant.

Says a release:

On-screen animations are triggered depending on whether the participant takes the Veggie Pledge or not. The sequence begins with the Green Giant crouching down to measure the child before asking them to “take One Giant Pledge to eat more vegetables.” Those who take the pledge are rewarded with special celebratory content plus they get their photo taken with the Green Giant with the option to upload images to the Green Giant’s Facebook page.

Supporting the interactive screen activity is celebrity mom Alison Sweeney and child nutritionist Melissa Halas-Liang who will be there to provide healthy eating tips and recipes. Entertainment such as veggie jugglers and stilt walkers will create a festive atmosphere for kids to enjoy as they take One Giant Pledge. The experiential AR activity is the culmination of a fully integrated campaign which kicked off on the Green Giant Facebook page, with support from a TV commercial airing this week.

The experiential production, technical build and interaction operation was provided by Grand Visual. The creative agency is Saatchi & Saatchi with digital activity handled by Story Worldwide, and PR by Olson.