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Google + Amplify tie for OOH Christmas cracker installation

Google has tasked creative agency Amplify with creating an out-of-home (OOH) Christmas installation near its London headquarters in Kings Cross...

This article originally appeared in The Drum on 14 December 2021.

Google has tasked creative agency Amplify with creating an out-of-home (OOH) Christmas installation near its London headquarters in Kings Cross.

Amplify created, designed and built an immersive human-sized cracker that explodes with festive colours conceived as a gift to the Kings Cross community. 

The cracker measures 5x2m, bursting with colors made by graphics, mirrors and lights.

The public can enter the immersive cracker and take pictures of themselves covered in the color patterns. Cracker-related gifts such as concrete dice have been positioned to spill out of the cracker and double up as street furniture.

OOH billboards wishing passersby a merry Christmas from Google surround the site. Google’s head of creative strategy Amy Brown said Google worked with a number of stakeholders to create the “experience designed to spread a bit of cheer in Kings Cross.”

“This year, we instinctively knew we had to create a playful, colorful and interactive experience. And this giant kaleidoscope of a cracker does that in spades,” she added.

Earlier in December Amplify helped Google light up its London head office purple as part of the global #PurpleLightUp movement.