Team USA – You’re Ready, Get Started
Procter & Gamble and its brand Gillette celebrate the beginning of the London 2012 Olympic Games with a really big splash
In celebration of the Opening Ceremony of the London 2012 Olympic Games and wishing Team USA a great start, Procter & Gamble and its brand Gillette celebrated the Olympic Games in an unforgettable spectacle of light and technology in Boston Harbor last evening at 9:45 p.m., featuring larger than life superstars Ryan Lochte and Tyson Gay. Just as millions of Americans were watching the Opening Ceremony in their homes and local communities across the country, Gillette helped rally the spirit in the company’s hometown by creating a massive hologram lightshow of Lochte and Gay, which can be seen here: http://www.youtube.com/gillette.
As part of Gillette’s Global ‘Get Started’ campaign, the company had been gearing Bostonian’s up for last night’s big event through a series of smaller projections throughout the city on well-known buildings. These brief mini-projections, which have featured glimpses of Lochte and Gay, sparked a buzz in Boston while building anticipation toward last night’s festivities.
“P&G and its brand Gillette are not just partners of the Olympic Games, we’re dedicated fans at heart, and we wanted to convey our passion and excitement for the start of the Olympic Games with a truly remarkable and unforgettable program that not only wished our Gillette ambassadors a great start in London, but more importantly showed our support for all of Team USA,” said Sonia Fife, General Manager, Gillette North America. “We were able to share our pride with Bostonians and the nation as we celebrated the beginning of the Olympic Games with a splash.”
“It’s absolutely incredible to have Gillette commemorate my experience at The Olympics with such a fun and interactive event for the city of Boston and fans nationwide,” said Ryan Lochte. “It’s amazing to think this exciting celebration was taking place while I was sound asleep in London preparing for today’s first race. I was so excited to see the video of this epic event and wish all of my teammates good luck.”
“Gillette’s celebration embodies why The Olympics mean so much to all of us – it shines a spotlight on what we can achieve when we believe in ourselves,” said Tyson Gay. “I am thrilled that I am getting such a great start to the Olympic Games.”
The event used multiple projectors to display the video images of Ryan Lochte and Tyson Gay in action on massive screens of particulate water vapor, sprayed into the air above the surface of the Boston Harbor. Water projection is a fine art that blends complex design and projection technology with a natural canvas. As the event began, powerful underwater pumps 100 feet from the water’s edge created two video projection canvases by spraying a mist of water into the air. One screen of misted water was 120 feet wide by 55 feet tall, while the other screen of misted water measured 80 feet wide by 30 feet tall. A patented video mapping technology was used to display customized graphics, animations and video footage onto these enormous water screens as the images were projected from some of the brightest, most powerful video projection equipment on the planet.
In addition to supporting Lochte and Gay, Gillette’s ‘Get Started’ campaign supports 23 other Gillette brand ambassadors from 18 countries who are participating in the London 2012 Olympic Games. Through the ‘Get Started’ campaign, each of the elite athletes will participate in activities to help inspire and encourage future generations to achieve greatness through a great start. This Gillette campaign was the first program launched as part of P&G’s global partnership with the IOC and support of The Olympics movement, which reaches through the next five Olympic Games to the 2020 Olympic Games.
About Procter & Gamble