As the Cheltenham Festival draws near, bookmaker Coral used Ocean Outdoor’s DeepScreen technology at the famous Piccadilly Lights in London.
Four horses and their jockeys jostle for position on the world-famous screen, dissolving away as one horse leaps out of the screen in 3D slow-motion.
Coral is the first brand to utilise both the front and back technology of the DeepScreen to show the speed and motion of the racehorses, appearing on ration once an hour for one week during the Cheltenham Festival.
In a first for the bookmaking sector, the activation, devised by Coral’s lead creative agency, Bartle Bogle Hegarty (BBH), sees four horses and their jockeys jostling for a position in a race. Moments into the action, riders and horses dissolve away, leaving the viewer with one horse which then leaps out of the screen in slow-motion. Coral is the first ever brand to fully utilize both the front and back technology of the DeepScreen™, using it to show the speed and motion of the racehorses.
The sensational 3D spectacle debuted at Piccadilly Circus this morning and appears on rotation once an hour for one week, throughout the Cheltenham Festival.
Chris Brocklehurst, head of brand marketing, Coral, says: “Never before has horse racing been given this sort of treatment, and this show-stopping spectacle truly brings racing fans closer to the action. It's based on the premise that when it comes to racing, the only horse that matters is the one you’ve backed. We’re proud to be the first betting brand to use this 3D poster technology and to showcase horse racing like never before.”