Campaigns

Dassault Systemes introduces virtual worlds for real life to Piccadilly Circus

From 28 April to 5 May, Piccadilly Lights is showcasing groundbreaking innovations created with Dassault Systèmes’ virtual twin technology

Published

April 30, 2024

M4G Bureau

Dassault Systèmes has launched a digital out-of-home (DOOH) media campaign inviting three million people in London to see and understand how virtual worlds are impacting real life in areas such as health, cities and manufacturing.

From 28 April to 5 May, Piccadilly Lights is showcasing groundbreaking innovations created with Dassault Systèmes’ virtual twin technology, highlighting how imagination and innovation contribute to a thriving, more sustainable world.

Every 10 minutes, an exclusive, 40-second immersive video projects viewers into an experience featuring 3D animations that transition from the world’s first fully functional model of a human heart, to humans and robots working together to make products from upcycled parts, to futuristic aircraft in cities, to a pod for growing plants in any environment – including on the moon.

The film offers a glimpse into preventative patient care, sustainable production and cleaner transport that can only be achieved by leveraging the virtual world to model possibilities, make better choices and collaborate before springing into action.

The 3D sequence ends with a clip of an astronaut peering out and over the screen, the reflection of Piccadilly’s Eros statue appearing on their visor.

The general public are invited to delve deeper into the experience through an augmented reality (AR) application on their smartphones. By using the app, they can discover how Piccadilly Circus could look in a more sustainable future, as well as share their experience on social media and read more about virtual worlds

The DeepScreen® 3D campaign was created with Ocean Outdoor and planned through Mediakeys and Zenith Media. The AR app experience was created by Octarina. The app is free and available through the Apple app store and Google play store.

The campaign is supported by social media activities, content creation and advertisements in UK and French media, before, during and after the Piccadilly Lights spot is live.