As people looked at illustrations on the digital billboard, LookOut technology triggered an interactive experience, turning them into real life renders of what the children drew.
Finally, a QR code appeared, which passers-by could scan to visit the charity’s website and make a donation,
All of the images created for the charity are also appeared on the Instagram account ‘Things I Have Drawn’, which is run by MediaCom’s executive creative director Tom Curtis, as well as on Ocean screens in nine other cities over a three-day period in April.
Working with Rays of Sunshine feels like such a natural fit and I’m delighted to have been able to bring to life the drawings of these wonderful children”
“When I started Things I Have Drawn, it was fun way to get my two boys to draw, but more recently it’s become something much bigger, with parents sending in their kids’ pictures from all over the world,” Curtis says.
“Working with Rays of Sunshine feels like such a natural fit and I’m delighted to have been able to bring to life the drawings of these wonderful children using the cool LookOut tech on the Eat Street screen.”
Ocean’ head of marketing and events Helen Haines adds: “This campaign is highly creative, fun and has great talkability. It is the Art of Outdoor at its best and perfectly demonstrates the interplay between digital out of home and social media. All for such an important cause.”
Dr Michele Afif, chief executive of Rays of Sunshine, also says: “Rays of Sunshine grants wishes to seriously ill children so the ‘Making Children’s Wishes Real’ campaign reflects what we do perfectly.
“The children who created the artwork are excited to see their drawings come to life and we hope that people will take the opportunity to enjoy the campaign and to learn about the work that we do at Rays of Sunshine to create lasting memories for children and their families.”