Deutsche Telekom recently ran “Hologram Christmas Surprise”, a multi-city, multi-media spectacular featuring Maria Carey in hologram form. On November 18, events in public spaces in Germany, Croatia, Macedonia, Montenegro and Poland were witnessed by more than 12,000 people in person, and streamed live globally through the lifeisforsharing.tv channel, giving Deutsche Telekom customers and Mariah’s fans around the world the chance to share in the experience of the concert. There were more than 27,000 visitors to the live stream channel. Each city was satellite linked to the other, to enable interaction. Each person at the concert was given a QR code that took them to an app for a candle flame on their smartphone.
At first Mariah Carey appeared to the audience as if she was live in concert. After 10 minutes Mariah’s hologram form exploded into the sky, revealing the surprise. Mariah then reformed to lead all five countries in a moving rendition of the traditional carol ‘Silent Night’, then finishing with the all-time favourite ‘All I want for Christmas is You’. Click on the image below to play the Christmas Surprise video in YouTube (HD)
European Creative Director for Deutsche Telekom, Jason Romeyko led an international team across the Saatchi & Saatchi EMEA network including Poland, Germany, Macedonia, Montenegro, Croatia and the UK.
The Hologram Christmas Surprise was developed at Saatchi & Saatchi EMEA network (including Poland, Germany, Macedonia, Montenegro, Croatia and the UK), by creative director Jason Romeyko, art director Katarzyna Nowacka (Poland), copywriter Tomasz Zielinski (Poland), executive producer Jiri Mika (International), producer Greg Hemes (UK), producer Eliza Kurek (Poland), director of art buying Kate Mahon (UK), project manager Chris Green (UK), art buyer Jakub Winiarski (Poland), worldwide account director James Griffiths (International), international business leader Clare Shaw (International), international account manager Nina Stegmann (International), account manager Richard Pike (UK), account executive Edel Clancy (International), international planning director Gareth Ellis (International), managing director Michal Kazimierczak (Poland), business director Magda Karas (Poland), account managers Wojciech Tzimas and Marta Surowy (Poland).
Filming was shot by director Dennis Liu via Radical Media, London, with director of photography Daniel Bronks/a>, director of photography (hologram) Daniel Pearl, executive producer Ben Schneider, producer Richard Fenton, 1st assistant director Patrick Cadell, 2nd unit director Jaromir Maly, 2nd unit producer Jan Vrtilek.
Photography was by Arnhel de Serra and Colin Lane.
The holographic display was produced at Musion by content consultant Oliver Gingrich and senior account manager Sharad Kumar-Senior.
Deutsche Telekom staff on the project were Hans-Christian Schwingen, senior VP brand, strategy & marketing communications, Wolfgang Kambarthold – Vice President International Marketing Communications & Sponsoring, Ayten Pekerman – Head of International Marketing Communications, Stephanie Kurrat – International Marketing Communications, Ralf Luelsdorf – International Sponsoring, Pawel Uszarkowski – Market Communication Department Director, Malgorzata Beben – Private Market Communication Unit Manager, and Todor Dmitrovski – Marketing Manager.
Other Publicis staff on the project were Aida Gadzo, Aleksandra Dilevska-Simova, Amalinda Bediava, Andrea Mrkobrad, Anke Peters, Artur Korycki, Blagica Grujevska, Bojana Trpcevska, Cathal Tolton, Emma Day, Igor Apostolovski, Igor Kuprešak, Inken Dachsel, Izabela Popovic, Jelena Vekic, Jennifer Sitte, Krešimir Purgar, Krzysztof Miazek, Marta Surowy, Max Olech, Nikolina Jakovic, Nina Redzepagic, Norman Mueller, Sajmir Alickolli, Sandin Medjedovic, and Viktor Crnogorac.