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Walkers and AMV BBDO Launch ‘Spell and Go’ Interactive Poster in Manchester

AMV BBDO, 4 months, 1 week ago

Smart creative tech gives passers-by the opportunity to win a holiday

Walkers and AMV BBDO Launch ‘Spell and Go’ Interactive Poster in Manchester

Walkers’ latest ‘Spell and Go’ promotion invites people to collect the letters from special packs and spell a destination to win one of 20,000 holidays.

As part of the campaign for this promotion, on 9th May, Walkers launched a one-off interactive poster that invites passers-by to add select letters to their collections by making the shapes of those letters with their bodies. The letters to create are automatically served up by the poster and users are guided through the process with playful and humorous messages of encouragement.

The poster uses a bespoke creative technology solution, combining touch-screen, real-time gesture recognition and state-of-the-art machine learning to identify the postures replicating each letter. It is a truly innovative use of this technology for the brand.

The digital OOH promotion ran on 9th and 10th May, and will also run on 19th – 22nd May in Manchester.


Brand: Walkers

Creative Agency

Account Manager: Charlotte Oram

Creative Director: Paul Brazier

Copywriter: Diane Leaver

Art Director: Simon Rice

Planner: Steve Hopkins

Digital Producer: Rebecca Comer

Account Director: Tom Shattock (Board), Kate Govier

Designer: Sean McCarthy

Creative Agency: AMV BBDO

Project Manager: Duncan Collins

Graphic Production: Emily Brennan (Motion)

Head of Creative Technology: Daniela Michelon (XLab)

Digital Production Company

Digital Production: Grand Visual

Producer: Scott Brock

Technical Lead: Keira Kaine

Developer: Andy Smith

Media Agency

Media Agency: OMD

Planner: Clare Sargeant, Ann Wixley

Music and Sound

Sound Design: EG Plus Worldwide

Category: Food , Snacks and confectionary

Genre: Creative technology , Experiential