Kerry Logistics Asia Dragon

Challenge

Kerry Logistics Network, an Asia-based, global 3PL with a highly diversified business portfolio and the strongest coverage in Asia, wanted to create a memorable and engaging new experience utilising their in-house digital billboard screens that positioned them as a strong, Asia based powerhouse in the field of Logistics.

They wanted something that would capture the attention of passers-by, make them stop, and consider the billboard in a new way.

Approach

Our goal was to help Kerry Logistics fulfil this ambition. To do so we thought about the screen and its positioning within the office and decided to try a first in market deep screen animation to bring the billboard to life.

We say first in the market as traditionally deep screen animation has always been conducted on billboards above street level that provide a distinct advantage of perspective to enhance the three dimensional effect. To our knowledge the new billboard at Kerry is the first deep screen animation of its type to be achieved on a floor to ceiling screen.

Once we had decided on this approach we thought about Asia, we thought about logistics and we thought about transformation. This approach led us to design an animation of a Kerry Logistics truck that powerfully and dramatically transforms into a dragon (a symbol of power and wisdom in Asia) before looping back to the start and starting again.

By using the deep screen animation technique (and a considerable amount of math to understand the best perspectives to exploit the technique) we created an animation that feels like it leaps off the screen within the dimensions of the room.

Results

Upon launch the animation was a great success, delighting team members and visitors to the office alike with its innovative concept and first in market execution.

The animation is playing on rotation in the office and is creating a unique experience for visitors who are used to a more passive billboard experience.