In celebration of the Opening Ceremony of the London 2012 Olympic Games
and wishing Team USA a great start, Procter & Gamble and its brand
Gillette celebrated the Olympic Games in an unforgettable spectacle of
light and technology in Boston Harbor last evening at 9:45 p.m.,
featuring larger than life superstars Ryan Lochte and Tyson Gay. Just as
millions of Americans were watching the Opening Ceremony in their homes
and local communities across the country, Gillette helped rally the
spirit in the company’s hometown by creating a massive hologram
lightshow of Lochte and Gay, which can be seen here: http://www.youtube.com/gillette.
As part of Gillette’s Global ‘Get Started’ campaign, the company had
been gearing Bostonian’s up for last night’s big event through a series
of smaller projections throughout the city on well-known buildings.
These brief mini-projections, which have featured glimpses of Lochte and
Gay, sparked a buzz in Boston while building anticipation toward last
night’s festivities.
“P&G and its brand Gillette are not just partners of the Olympic Games,
we’re dedicated fans at heart, and we wanted to convey our passion and
excitement for the start of the Olympic Games with a truly remarkable
and unforgettable program that not only wished our Gillette ambassadors
a great start in London, but more importantly showed our support for all
of Team USA,” said Sonia Fife, General Manager, Gillette North America.
“We were able to share our pride with Bostonians and the nation as we
celebrated the beginning of the Olympic Games with a splash.”
“It’s absolutely incredible to have Gillette commemorate my experience
at The Olympics with such a fun and interactive event for the city of
Boston and fans nationwide,” said Ryan Lochte. “It’s amazing to think
this exciting celebration was taking place while I was sound asleep in
London preparing for today’s first race. I was so excited to see the video
of this epic event and wish all of my teammates good luck.”
“Gillette’s celebration embodies why The Olympics mean so much to all of
us – it shines a spotlight on what we can achieve when we believe in
ourselves,” said Tyson Gay. “I am thrilled that I am getting such a
great start to the Olympic Games.”
The event used multiple projectors to display the video images of Ryan
Lochte and Tyson Gay in action on massive screens of particulate water
vapor, sprayed into the air above the surface of the Boston Harbor.
Water projection is a fine art that blends complex design and projection
technology with a natural canvas. As the event began, powerful
underwater pumps 100 feet from the water’s edge created two video
projection canvases by spraying a mist of water into the air. One screen
of misted water was 120 feet wide by 55 feet tall, while the other
screen of misted water measured 80 feet wide by 30 feet tall. A patented
video mapping technology was used to display customized graphics,
animations and video footage onto these enormous water screens as the
images were projected from some of the brightest, most powerful video
projection equipment on the planet.
In addition to supporting Lochte and Gay, Gillette’s ‘Get Started’
campaign supports 23 other Gillette brand ambassadors from 18 countries
who are participating in the London 2012 Olympic Games. Through the ‘Get
Started’ campaign, each of the elite athletes will participate in
activities to help inspire and encourage future generations to achieve
greatness through a great start. This Gillette campaign was the first
program launched as part of P&G’s global partnership with the IOC and
support of The Olympics movement, which reaches through the next five
Olympic Games to the 2020 Olympic Games.
About Procter & Gamble
P&G touches and improves the lives of about 4.4 billion people around
the world with its portfolio of trusted, quality brands. The Company's
leadership brands include Pampers(R), Tide(R), Ariel(R), Always(R),
Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Fairy(R), Gain(R),
Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R),
Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R),
Braun(R), Fusion(R), Ace(R), Febreze(R), and Ambi Pur(R). With
operations in about 80 countries, P&G brands are available in more than
180 countries worldwide. Please visit http://www.pg.com
for the latest news and in-depth information about P&G and its brands.
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