London, 26 July 2024: ZSL has taken over Outernet London’s ‘The Now Building’ in the heart of London with an immersive 360-degree video installation in its first summer campaign for London Zoo since appointing The Kite Factory earlier this year.
ZSL’s summer “Feel The Wonder” campaign, whose launch coincides with the start of school summer holidays, brings the wonder of London Zoo’s underwater penguin world to Outernet London’s state-of-the-art projection space on Tottenham Court Road.
Rendered in a jaw-dropping panoramic view and soundscape, the week-long installation invites visitors to enjoy unparalleled 360° views of the zoo’s Humboldt penguins, marking the first time a 360° video recording has ever been used in an Outernet London audio-visual exhibition.
The campaign, which was created in conjunction with immersive experience specialists Circus 360, was designed to create moments of wonder and build emotional connections with London Zoo while boosting awareness and excitement among the increased volumes of families and tourists in the area.
Rik Moore, Managing Partner for Strategy, from The Kite Factory, said: “ZSL refer to London Zoo and Whisnade as “shared spaces of wonder”, which is a really inspiring phrase to inform our media planning. The Now Building creates that wonder, as the sound, visuals and sheer scale of the activation create a memorable, immersive experience. It enables us to effectively export the wonder that’s in the DNA of London Zoo to a high impact placement in the heart of the West End, just as the schools break up and families from both home and abroad look to London to provide memorable entertainment for their children.”
Daran Akintola, Business Director from Outernet London said: “Outernet has quickly become the most visited cultural attraction in the U.K attracting over 6.2 million people annually in the Now Building alone. When we learnt of ZSL’s quest to export the unique sense of wonder that you feel when you visit Whipsnade or London Zoo, we offered 23,000 sq ft of giant wrap around screens with which they could give visitors an immersive snapshot of the thrilling penguin enclosure. With 50% of our visitors being domestic/ international tourists and the remainder being London commuters, Outernet delivers ZSL a wide cross section of audiences to excite, delight and ultimately drive awareness of one the U.Ks favourite institutions.”
The penguins were filmed by National Geographic videographer and virtual reality specialist Ignacio Ferrando Margelí in the zoo’s penguin pool – the largest in England, holding 450,000 litres of water and home to 60 Humboldt penguins. The Mallorca-based videographer used a custom penguin-proof and waterproof camera rig, fusing six 4k-resolution GoPro cameras together to capture breathtaking visuals from all angles.
The Outernet London activation spearheads this ZSL campaign, which also includes TV, digital, and OOH.