As part of a campaign booked through Aegis's media agency Vizeum and out-of-home agency Posterscope, Ocean Outdoor has adapted the 500 bulbs that usually light up the IMAX with white light, to give off a vibrant blue colour.
David Bonney, advertising and sponsorship manager at Panasonic UK, said the company chose the IMAX because "a high-profile launch requires a high-profile location".
Bonney said the IMAX's round shape matched neatly with the shape of a Blu-Ray disc, "creating synergy" between the two "iconic" products.
Chris Langley, account manager at Vizeum, said the Panasonic Blu-Ray recorder was the first of its kind, "a truly cutting- edge product" and Vizeum wanted to do something special within the overall campaign to reflect that.
Langley said the IMAX site provided huge impact and the addition of the blue lighting solution made the creative really stand-out, dramatising the Blu-Ray technology against a cinematic backdrop.
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