Look Up, It’s the New Brand Impression
“Look up.”
We hear it all the time. Scolding anyone whose eyes are glued to their screen as they attempt to multitask life: navigating through foot traffic, queued up for a coffee, glazed over almost missing their subway stop.
Once your eyes are released from the screen’s suction, you’re usually hit with a pleasant reminder that the outside world glows with a vibrancy that can’t be captured in pixels.
Here’s a secret: if you lift your gaze a touch higher, the sky becomes the limit.
And marketers have caught on.
To be fair, this isn’t new information, but the marketer vision has evolved with the times.
From highway-lined billboard signs to airplane banners and printed blimps… any canvas within eyesight is an opportunity to share a message. The marketing world has literally lightened and leveled up to the sky with firework displays and drone light shows. Picture the Star Wars opening crawl "A long time ago in a galaxy far, far away...." brought to life. According to Drone Stories, who activated at Cannes Lion 2024 using 1400 drones, “the goal of our drone show company is to reshape the intersection between art, design and technology, presenting you with inspiring concepts and thought-provoking perspectives.” Drones are nimble, color-changing fireflies with choreographed programming that’s bound to captivate the viewer. These tech-forward art shows provide high-touch impressions, a satisfying KPI for the brand responsible.
Drone is the new billboard.
Photo, Agency, and Brand Credits Pictured Left-Right, Top-Bottom:
Drone Studios, Golin Global with LEGO SPACE Campaign ‘UPO’ Sighting,
Celestial, Social Chain Agency with Manchester City F.C. and Puma
Drone Stories, DRIFT and Franchise Freedom
Celestial, Greenpeace at the G7 Summit
Sky Elements, Giant Spoon Agency for Halo The Series at SWSX
What do you think of this version of lighting the night sky with man-made shooting stars (though much more dynamic and orchestrated)? How can we go beyond logos and words and rise to a more innovative activation?