• by Staff Writers , September 5, 2008

Finalist - Outdoor or Place-Based Media

Heather Kruse, group media director; Aaron Seymour-Anderson, media planner; Rachel Endress, media planner

You can stand under my umbrella, or interact with it on an airport wall. Travelers insurance company recently bought back its iconic red logo from Citibank and wanted consumers to interact with the logo on an up-close-and-personal basis. The brand went directly to the airport in its hometown headquarters of Hartford, Conn. On a 96-foot-long wall in the airport, with the help of motion projection technology, Travelers' umbrella came to life and followed travelers along one side of the wall. Users could interact with the umbrellas, which were made from thousands of tiny umbrellas, and control how the umbrella particles moved, fitting well with Travelers' "In Synch" concept.