Tonight our @ProjectionArt spectacular has literally risen above the noise. Now with sound and it’s loud! @HavasMedia @Havas_UK @beatsbydreUK @anthonyfjoshua #AboveTheNoise #AnthonyJoshuavsJosephParker pic.twitter.com/uVsfYz3eqU
— Adcity (@adcityww) March 31, 2018
We love a campaign which gets people talking and the latest one from Beats by Dre has done just that.
At the weekend, Havas Media UK and Beats by Dre took over the London skyline ahead of Anthony Joshua’s history-making title fight against Joseph Parker – with a projection mapping content and lighting show on the London Eye and County Hall.
It was the latest stunt as part of their ongoing #AboveTheNoise campaign which was created to emphasise Beats headphones’ ability to help athletes stay focused by blocking out naysayers and distractions, as well as serving as a rallying cry for people around the world fighting their own battles.
The light-show took place on Friday and Saturday from 8pm onwards, with new celebratory content featured once Joshua had been confirmed winner of the fight on Saturday night.
The activation was seen by millions as it was covered live on Sky Sports as part of an editorial deal.
So far, the #AboveTheNoise campaign has featured an array of famous personalities including Conor McGreggor, Serena Williams, Cara Delevingne, DJ Snake, and the stars of the recent Winter Olympics.
We think the campaign is inspired. Take a look at the #AboveTheNoise ad below brimming with celebrities.