Eircom takes 'dynamic' 3D route

TELEPRINTER:EIRCOM IS USING a mix of live action and 3D projection mapping techniques in an advertising campaign designed to promote its new home phone, broadband and mobile bundle as well as reposition its brand "to something more dynamic".

Two television advertisements created by the agency DDFHB, which won the Eircom account late last year, feature high-resolution projections masquerading as decorations on the four walls of a living room.

The advertisement’s protagonist, an Eircom home phone and broadband customer, finds it increasingly difficult to distinguish between what is real and what is projected, and he is later seen falling through space clutching a mobile.

The advertisement is directed by James Brown, who has won multiple awards for his work on Adidas, and is soundtracked by the hypnotic electronic beats of the song Oblivion by Canadian artist Grimes, aka Claire Boucher.

The visuals use the expertise of specialist projection agency Drive and London production house Mustard, with post-production by Envy. As part of the highly technical process, six 3D CGI animators worked on the project for 17 days. The result allowed the live action actors on the set to interact with the projected action “in a way that hasn’t been seen before for TV advertising”.

A 30-second advertisement concentrates on the triple-play offer, which starts from €55 a month, while a 60-second branding advertisement, which has a 40-second version, is intended to shift perceptions of the brand.

Lisa Comerford, head of brand and communications for Eircom, said she expected that the visual novelty of the advertisement would encourage repeat viewing. “You might see something different each time.”

The “six figure” campaign, which encompasses television, cinema, press, radio, digital and direct marketing, will be launched on Monday and will be used to support new Eircom products such as fibre and television over the next 12 months.

“Much of our advertising has been proposition-led,” says Comerford, citing Eircom’s customer support advertisement character, Jim. “This is an opportunity for Eircom to talk about itself in a more engaging way.”