Thomas Cook's 3D anamorphic campaign showcases Europe's scenic beauty

Thomas Cook (India) unveils an outdoor campaign showcasing Europe as a premier holiday destination.

“To emphasise its campaign theme – Europe, Best Experienced with Thomas Cook – the brand has conceptualised a 3D anamorphic creative that showcases a breath-taking shot of Switzerland’s Glacier Express on a journey across the iconic Brusio Spiral Bridge. The moving display of one of the most scenic train rides in Europe, features the Glacier Express literally popping out of the hoarding, making it an exciting experience for the motorists/pedestrians passing the hoarding,” said the company statement.

In addition, Thomas Cook India has also utilised mixed reality to create the illusion of an outdoor hoarding installed at a location in Mumbai. The short video of the outdoor site, showcases a train zipping through the Swiss Alps, while creating an illusion of snow cascading from the hoarding onto the streets, surprising/shocking onlookers. 

The campaign was conceptualised and executed by Outdoor Advertising Professionals.

Abraham Alapatt, President and Group Head, Marketing, Service Quality, Value Added Services and Innovation, Thomas Cook (India), said, “I am delighted to bring an innovative concept to our new-age Indian consumers, intended to create excitement/buzz around travel. We have smartly leveraged mixed reality and 3D anamorphic displays to bring to life the iconic Glacier Express speeding through Switzerland’s spiral Brusio viaduct – while showering snow from the hoarding onto unsuspecting bystanders! The shock and awe encourages social sharing among today’s digital natives, hungry for vibrant new formats/content. Our intent is to increase brand visibility via exciting/innovative concepts and to up our cool quotient/appeal to target young India.”

Abhijit Sengupta, CEO, OAP Mediatech, said, “With optical Illusion on billboards having been a monopoly of an overseas agency, I was waiting for an opportunity to experiment on anamorphic executions as well as the mixed reality content in India. And then came Thomas Cook’s brief!

While creating anamorphic designs with physical items like a can or car is relatively easy, but to come up with an idea on a holiday destination and that too entire Europe, was a challenging proposition. And we did not have any stock pictures or video shoots to work upon. That’s when we thought of making rail the hero, the ambassador. Everything was done from scratch - CAD modelling, to texturing, light and shadowing and finally rendering and compositing. In both the cases we chose a 1-plane anamorphic drawing, since the digital billboard chosen was a flat one. For the round bridge, a 3-plane perspective grid and for the tunnel a 2-point but reverse perspective grid was chosen. I would like to thank Thomas Cook for the opportunity and the faith in us.”

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