The world’s first robotic 3D sign went up New York’s Times Square featuring Coca-Cola. The billboard was designed using 1,760 LED screens, which can move independently of one another with programmed choreography. The shifting advertisement changes images with a motion like a slow wave of water, providing viewers with an appealing transition.
Almost after a century, Coca-Cola has installed its first sign in Times Square, people had the chance to experience the towering installation through a pop-up, interactive seating area inspired by the sign’s moving LED modules. Throughout the day, the seating installation released a refreshingly cool mist as brand ambassadors distributed Iced cold Coca-Cola.
“From the beginning, our brief was to create a pause-and-refresh moment in the crowded environment of Times Square. Our proprietary 3D technology brings our iconic brands to life in a unique and differentiated way that will hopefully catch people’s attention and make them want to engage for a longer period of time,” said Kim Gnatt, group director, Business Strategy, Coca-Cola North America.
“Times Square is an iconic American landmark and the epicenter of outdoor advertising, so we wanted our new sign to be unlike anything ever seen before. This summer’s ‘Share an Ice-Cold Coke’ campaign is all about togetherness, so we saw the opportunity to use this very valuable and visible real estate to celebrate with a broad cultural cross-section of people through an experience only Coke can deliver,” said Katie Miller, vice president, Connections, Coca-Cola North America.
“Since Coca-Cola’s first appearance in Times Square nearly a century ago, the brand has been a leading innovator, from creating one of the famous intersection’s first neon signs to being one of the only installations with a nighttime light display in the early 1990s. Times Square – like Coca-Cola – is timeless and connects people from all walks of life,” said Coca-Cola Archivist Ted Ryan.
Guinness World Records awarded The Coca-Cola Company with two record titles: “The Largest 3D Robotic Billboard” and “The First 3D Robotic Billboard.”