What do London, Zurich, Hong Kong, New York, and Singapore have in common?
Not only are four of them among the 15 most expensive cities in the world and home to some of the most prestigious hotels one can find, but just recently, they have been linked together by the launch of Credit Suisse's new brand. The goal was to communicate the availability of the bank's entire expertise to all clients via a single source and under a single symbol, a sail-like logo, representing both the tradition of investment banking and the notion of pioneering and navigation.
This logo was the thread to be followed through a number of large-scale projections that took place at each of the locations, using the unique façades of the key buildings as canvases.
A total of 20 PANI projectors — 13 BP 6 GTs, four BP 12s, two BP 4 CTs, and one BP2.5 CT — with more than 136,000W of light were used to cast giant pictures and artistic compositions on a total of 10 different façades, the smallest being only 20sq.m and the biggest close to 2,500sq.m.
With less than two months of preparation, all five locations were switched on simultaneously on January 16, and they ran nightly until January 23, promoting the new logo while underpinning the integrated structure and the global reach of the new brand.
Each location raised challenges: most of the installations were located in populated public places in or close to city centers; towers had to be planned and built, electrical power had to be supplied, and permits were to be approved. In a 10-day trip around the world, PANI specialists visited every location to collect all necessary data, select the ideal projection location, and brief the local partner.
With the exception of Zurich, where a historical façade and the renowned headquarters earned special attention, all slides were designed and produced by PANI Vienna or PANI USA in close cooperation with Credit Suisse.
The design in Zurich was created by Casa Magica, while the other four locations blazed with projection widths of up to 130m, multiple stacked projectors, and new looks every day.
PANI's partner network, assisted by technicians especially brought in from Vienna, took care of the entire local infrastructure and operation of the equipment, while all the project coordination, the equipment handling, and logistics were done out of Vienna.
The result was over 140 unique images, more than 160 hours of continuous projection, over 20,000sq.m of projected surface for an audience of thousands all over the world.