On 8th May at the Central Station in Warsaw an ambient installation was set up, whose main element is a light cube, reacting to respondents’ thoughts with different colours. This is the second stage of the promotional campaign Colourful Poland, implemented by Biuro Podróży Reklamy for Dekoral Fashion brand.
Colourful Poland is a nationwide research project whose aim is to help to learn about Poles’ colour preferences. Biuro Podróży Reklamy explores the colour preferences in the context of people’s place of residence, sex, age and associations. The second stage of the project, which includes ambient actions, was launched at the beginning of May. At first it takes place in Warsaw (the Central Station, from 8th to 14th May) and then in Wrocław (Magnolia Park, from 3rd to 9th June).
The agency has prepared an ambient installation, consisting of a light cube of 3x3x3 m (45 square meters of light surface), made of plexiglass, lit from within and glowing in different colours. The cube reacts to the thoughts of people who are connected to an encephalograph that reads the thoughts and feelings of the respondents on the basis of EEG of brain waves. The above-mentioned study is a key element of the ambient. Those who are interested in taking part in the project can sit on a chair and be connected to an encephalograph which recognises emotions by measuring brain activity. In the study two extreme states were distinguished, meditation and excitement, with 11 intermediate states between them. Each of them is assigned a colour from the Fashion Collection palette of Dekoral Fashion brand that is displayed on the TV screen or tablet. The measurement lasts for 30 seconds and calculates the result according to the algorithm, written by Biuro Podróży Reklamy, which after the measurement determines the average score, best reflecting the respondent’s state. During the measurement the cube glows in different colours corresponding to different states of the respondents. At the same time, the infographic that shows the emotional portrait of the respondents is updated. The gathered data will be included in all the results obtained in the course of the research project Colourful Poland www.KolorowaPolska.pl.
In addition to the above-mentioned installation, Biuro Podróży Reklamy has also prepared a game for mobile devices, which you could play at the ambient event. The player has 20 seconds to memorize colours from the Fashion Collection palette of Dekoral Fashion, which are displayed on the TV screen or tablet. Then, over the next 60 seconds, the user tries to match as many colours and their names as he can. The best players can win an iPhone 5C – one iPhone 5C to be won in Warsaw and the other in Wrocław.
The second stage of the campaign “Colourful Poland’ will last till 9th June.
The campaign ‘Colourful Poland’ is the original idea of the agency Biuro Podróży Reklamy, which is responsible for the concept, strategy, creation, media buying in online and offline spheres. On the client side the campaign is supervised by Wojciech Kapelusz, the online marketing manager, and on the agency side it is conducted by Maciej Mazur, the project manager and Robert Sosnowski, the managing director.
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