Bringing Events To Life

Working in partnership with a leading international events company MCL have helped create a spectacular experiential launch event. The event, for a leading pharmaceuticals company, was held to launch the company’s repositioning of an eczema treatment as part of the International Congress on Dermatology.

The event and marketing campaign are aimed at repositioning the treatment as a preventative measure rather than just a treatment. The campaign using sharks to symbolise the danger of eczema below the surface of the skin, is targeted at changing the perceptions of doctors to recognise the benefits of prescribing a preventative rather than reactionary treatment.

The 400 guests entered the cavernous Great Hall at the Prague Trade Fair Palace via an immersive aquarium tunnel area, utilising 6 blended projectors to give the impression of being in a Perspex tube below the surface of the sea. Leaving the tunnel the delegates exited into a bar area with ambient lighting, watery effects and a rock pool themed interactive floor projection area.

After the pre-dinner drinks were over the main event was entered through a fog screen projection with the foreboding words ‘danger do not enter’ and a rocky reef background complete with circling shark in the distance.

Once inside and seated, the guests were invited to put on 3D glasses designed to look like swimming goggles. On a vast 6.75m high by 12m wide counter polarisation projection area, a giant 3D stereoscopic animation featuring sharks was projected from four 18k projectors. The effect was stunning and clearly the message connected with the impressed audience who applauded after the film had been shown.

This event is a perfect example of how audio visual experiences have huge potential to deliver meaningful messages in a memorable way, and how the technical knowhow and experience of the team at MCL can create mind blowing events at venues around the corner or around Europe.