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Volkswagen celebrated the annual Lumiere Festival of light with a spectacular night-time show on London’s IMAX in Waterloo using Ocean Outdoor’s unique Edison technology.

The IMAX turned all colours of the rainbow from sunset until late evening, the lighting show running for two minutes every 15 minute intervals. The creative features Volkswagen’s new compact SUV, the T-Roc, and forms part of Volkswagen’s Born Confident campaign which launched across TV and print and outdoor late last year.

Creative is by Adam & Eve DDB, with planning by Talon and PHD. Volkswagen has taken a two week occupancy on the IMAX. Several landmarks across central London supported Lumiere London 2018. Installations lit up landmarks in Westminster, King’s Cross and Leicester Square as well as on the Southbank.

Ocean’s creative DOOH canvas which surrounds the IMAX is one of Europe’s biggest out of home advertising banner, measuring a colossal 1,734m². Edison aligns emerging technology with the latest in LED lighting and software management, brought together to facilitate a step-change in creativity for brands in a high impact media environment. The technology deployed is designed to reduce light emissions by 70 per cent.