Orbit – Time to Shine
What’s it all about?
For the launch of the new Orbit chewing gums in Switzerland, the brand message “Time to Shine” was brought to life. At the heart of the concept was the idea of turning an everyday smile into a visible expression of freshness, self-confidence and positive energy. Right in the middle of Zurich main station, this led to an eye-catching live activation that engaged passers-by, staged the brand in a public space and directly connected the product presence with an emotional experience.
Task
The goal was to create a high-impact activation that would charge the brand emotionally and connect it directly with the audience. At the same time, the campaign was designed to motivate as many people as possible to participate and generate buzz.
Idea
With “Time to Shine”, Zurich main station became a stage for real smiles. Passers-by could record a photo or a video of themselves in a photo and video booth, which was then displayed on a screen. In this way, the brand message became a directly tangible and participatory experience.
Implementation
The activation took place from 7 a.m. to 7 p.m. at Zurich main station. At the heart of the staging was a 4 x 6.5 metre LED screen, on which participants’ images and video performances were shown live. Every smile was counted and became part of the overall campaign. The activation was accompanied by TV host Pät Schreiber.
+ 6521
+ 140
+ 12 hours
