Experience Europe at its best with Thomas Cook innovative outdoor campaign

Tuesday, December 12, 2023

Thomas Cook (India) Limited, India’s premier omnichannel travel services company, has undertaken a groundbreaking outdoor media initiative aimed at generating excitement in both the physical and digital realms of social media. This innovative approach, utilizing mixed reality and anamorphic displays, seeks to captivate the attention of young India and encourage them to share the experience, thereby boosting Thomas Cook’s brand visibility and its appeal among the youth.

In line with its campaign theme, “Europe, Best Experienced with Thomas Cook,” the brand has conceived a 3D anamorphic artwork. This stunning creation showcases a breathtaking scene of Switzerland’s Glacier Express traversing the iconic Brusio Spiral Bridge. The dynamic display brings one of Europe’s most scenic train journeys to life, with the Glacier Express seemingly emerging from the billboard itself, offering an exhilarating experience for passing motorists and pedestrians.

Furthermore, Thomas Cook India has ingeniously employed mixed reality to craft an illusion of an outdoor billboard positioned at an iconic location in Mumbai. A short video of this outdoor site depicts a train swiftly gliding through the Swiss Alps, accompanied by a convincing illusion of snow cascading from the billboard onto the streets, astonishing and delighting onlookers.

Mr. Abraham Alapatt, President & Group Head, Marketing, Service Quality, Value Added Services & Innovation, Thomas Cook (India) Limited 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.”

Mr. 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 & 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.

« Back to Page

• BudgetTicket.in: Up to 50% Off on India flight booking