The Brief
Having dropped their sponsorship of the F1 McLaren team, Vodafone wanted to create their own branded events — a platform they called Firsts.
The Idea
We created, developed and implemented the world’s first multi-sensory fireworks display for London’s New Year’s Eve.
How It Worked
Hundreds of thousands of attendees lining the River Thames experienced a total sensory assault, with an array of different coloured fireworks matched to fruity flavours. The sky was engulfed with clouds of apple, cherry and strawberry mist, peach snow, ‘floating oranges’ — thousands of enormous bubbles filled with Seville orange flavoured smoke — and edible banana confetti, a world’s first in its own right. Over 100,000 people in key viewing areas also received multi-sensory packs featuring scratch-and-sniff programmes, LED wristbands and seven kinds of fruit-flavoured sweets tied to the display. Millions more watched around the world on television.
My Role
To launch Vodafone Firsts we recruited David Blaine, will.i.am and a number of other inventive creatives to tell us what First they’d like to achieve. Bompas & Parr said they’d always wanted to create an edible firework — I worked with them and Vodafone to make the idea a global first.
