To promote the BNZ Literary Awards, Auckland, New Zealand based agency Sugar, created a projection mapping project that included real-time writing with the onlookers woven into the narrative as they passed through Aotea Square. The scene became the inspiration for hundreds of story starters with a call to action, where people were asked to visit a website and post their own 150 word short story. By encouraging participation, the projection mapping moved from being a passive experience, to one with active participation. In addition the site address was passed and shared via social media extending the campaigns overall reach.
Creative Director: Tim Huse
Art Director: Rob McDowell
Copywriter: Jono Aidney
Assistant Stunt Writers: Lil Cameron, Amber Parkin
Head of Digital: Jasmine Wilkinson
Digital Creative: Vikki Cheng