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Coffin light

Campaign
Agency Network: 
Published/Aired: 
May 2010
Xbox / Alan Wake:  Coffin light

Description

Microsoft Canada is looking to scare gamers with a unique campaign created to support the launch of Alan Wake, the highly anticipated psychological action thriller game.

Outdoor advertisement created by McCann, Canada for Xbox, within the category: Gaming.

Caption

Dark is Deadly

Advertising Agency: MacLaren McCann, Toronto, Canada
Creative Directors: Sean Davison, Scott Couture, Gary Lennox
Art Directors: Arron Isaac, Ben Playford
Copywriters: Natalie Greenspan, Bill Schaefer
Photographers: LSD Photographers
Illustrator: LSD/ JP Goulet Group
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Highest Rated

Guest's picture

These can be achieved with EL lights....namely electro luminescence lightings. All lightings are printed onto the print hence flat ...............
The above is just box lightings.

Guest
nifty1's picture

erm.. how do they get the light to form a coffin shape..?

nifty1
Activity Score 50
Blashyrkh's picture

Wondering the same. It looks cool, if it's real.

Blashyrkh
Activity Score 32890
Art Director
Guest's picture

It looks like those "light" fixtures above the billboard could be projectors, but also the billboard looks to be raised. Perhaps there is two layers and simple florescent lighting in between?

Guest
Guest's picture

The Lamp is just a lamp. There are lights shaped like coffin behind the dark material. i guess. and there may be thicker materials framing the lights. so that some perfect edges can occur.

Guest
mikeelrapido's picture

I agree - if it's real it's great..

mikeelrapido
Activity Score 1929
Copywriter at Evo S.C. |

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keithstoeckeler's picture

Anytime a night light can appear on a billboard is a good day for me.

keithstoeckeler
Activity Score 425
Guest's picture

It's real. I live in Toronto and walked past it.

Guest
Guest's picture

Lighting under the billboard.

Guest
Ahmed Bahaa's picture

nice guys

Ahmed Bahaa
Activity Score 408
Art Director at Saatchi & Saatchi |

Ahmed Bahaa
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Billoughsby's picture

Let me join the voices of assent. Well-done.

Billoughsby
Activity Score 5154
Art Director |

That's it.

Guest's picture

It's done with a projector.

Guest
Guest's picture

no, it isn't done with a projector.
It looks like some sort of cloth; at night it has white backlighting that sines through whereas during hte day we can only see the exterior.

Guest
Guest's picture

it's just photoshoped, my guess.

Guest
Guest's picture

These can be achieved with EL lights....namely electro luminescence lightings. All lightings are printed onto the print hence flat ...............
The above is just box lightings.

Guest
Billoughsby's picture

All this kvetchy supposition reminds me of a bunch of squelch kids sitting around debating whether the magician used his sleeve or not ..."Well, if he used his sleeve, it's a dirty cheat..." Who cares!? If it grabs your attention and does it's job, it succeeds. Did it do that? I think so.

Billoughsby
Activity Score 5154
Art Director |

That's it.

manumartin5's picture

Nice concept .. nicely implemented.

manumartin5
Activity Score 1194
Art Director at Infinity Advertising Services Pvt. ltd.
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