Westfield World Trade Center puts a new spin on 3D anamorphic advertising with ABC’s Dancing with the Stars campaign
Three-dimensional images of co-hosts Julianne Hough and Alfonso Ribeiro dance across a virtual stage on the iconic 100-yard screen at the Oculus
A new, 3D anamorphic digital media campaign at Westfield World Trade Center is helping put a new spin on season 32 of the hit series Dancing with the Stars, Unibail-Rodamco-Westfield (URW) announced today. The company’s U.S. Media & Experiential team served as the creative agency for the campaign while The Westfield Network, URW’s digital out-of-home network, was selected for media distribution.
The new campaign uses 3D anamorphic video to create realistic and immersive images that bring the creative theme — “a new spin on Dancing with the Stars” – to life to drive a highly impactful brand moment. Consumers walking the length of the 100-yard screen will see co-hosts Julianne Hough and Alfonso Ribeiro spin, flip, and dip just like they do in real life, along with the show’s famed Mirrorball. Disney, URW’s US Media & Experiential team, and Coffee, an award-winning immersive innovation agency, collaborated on the creative.
According to Colin Shaughnessy, executive vice president and director of U.S. sales, the URW U.S. Media & Experiential team knew from their previous success with 3D campaigns that they could deliver a high-impact, immersive moment at Westfield World Trade Center for Disney that would be difficult to replicate elsewhere. He adds, “The 100-yard screen at the Oculus is iconic, and the perfect place for brands to engage consumers in a highly dynamic way in the biggest media market in the U.S. Not only does the indoor environment mean the media isn’t affected by sunlight and other outdoor factors, but brands can also control share of voice as URW owns all 22 digital media screens found throughout the World Trade Center campus.”
The Dancing with the Stars 3D anamorphic digital media campaign is running exclusively in the Oculus through October 8, reaching the massive consumer audience that shops, visits, and commutes in Westfield World Trade Center each day.
URW’s U.S. Media & Experiential division continues to deliver exceptional brand experiences rooted in innovation through their owned and operated industry-leading digital advertising network in top media markets. Lower Manhattan is connected by 72 high-impact screens across Westfield World Trade Center and Fulton Center; among those, the iconic 100-yard screen. The Westfield Network boasts an additional 400+ screens across 13 flagship retail destinations, equipped with anonymized video analytics (AVA) that provide real-time campaign insights, transparent audience measurement and creative-specific performance data. For brands looking to invest in the latest in digital media technology and amplify their messaging, please contact uswbvcreative@urw.com.
About Unibail-Rodamco-Westfield
Unibail-Rodamco-Westfield is an owner, developer, and operator of sustainable, high-quality real estate assets in the most dynamic cities in Europe and the United States. The Group operates 74 shopping centres in 12 countries, including 39 which carry the iconic Westfield brand. These centers attract over 900 million visits annually and provide a unique platform for retailers and brands to connect with consumers. URW also has a portfolio of high-quality offices, 10 convention and exhibition venues in Paris, and a €3 Bn development pipeline of mainly mixed-use assets. Currently, its €51 Bn portfolio is 87% in retail, 6% in offices, 5% in convention and exhibition venues, and 2% in services (as at June 30, 2023). URW is a committed partner to major cities on urban regeneration projects, through both mixed-use development and the retrofitting of buildings to industry-leading sustainability standards. These commitments are enhanced by the Group’s Better Places 2030 agenda, which strives to make a positive environmental, social and economic impact on the cities and communities where URW operates. For more information, please visit www.urw.com
- Advertisement -
