August 23rd, 2012
Jack Morton Worldwide, the global brand experience agency, created a major experience to bring to life BP’s key capabilities for 2,500 global VIPs, stakeholders and employees. The BP Technology Experience took place at the Linbury Theatre, the Royal Opera House, during July and August.
A company at the forefront of scientific and engineering technology, BP’s brief was to create a once in a lifetime experience with technology at its core, which told the story of ‘More Discovery, More Recovery, More Efficiency’. And one which pushed the boundaries of corporate experiences.
Jack Morton’s response as creative agency for the BP Technology Experience was to create a fully immersive and sensory experience that was not only technologically advanced, but also borrowed from theatrical traditions both physical and emotional.
“We realised very early on that it wouldn’t work to create an experience that the audience received passively. What we set out to achieve,” said Tim Elliott, Executive Creative Director for Jack Morton, “was to re-design the corporate experience – to take it to a new level of theatre, storytelling, technology, drama and adventure. We wanted to take the visitor on a journey to somewhere new, and to paraphrase BP, to ‘discover more’. A journey full of unexpected turns where the rules of what the guests experience change continually, and a journey which was appropriate for the world in which BP lives.”
Jack Morton was appointed after a competitive pitch process involving eight agencies. Since the appointment, the agency and brand have begun partnering on a number of other projects.
Chris Sedgwick, Technology Experience Project Director, BP said: “We have been blown away with the feedback we have received from our guests who went through The BP Technology Experience. This is down to the incredible talents of Jack Morton: the inspirational creative that constantly surprised guests as they went through the experience, the “wizards” who used industry leading technology to tell our technology story and the attention to detail and professionalism of the team all meant the experience was a huge success.”
The story of ‘More Discovery, More Recovery and More Efficiency’ was told in three chapters, using three physical areas within the Linbury Theatre. Jack Morton took the audience on a journey of discovery into BP’s world using the very latest in filmmaking, CGI and projection techniques. The truly multi-disciplinary experience brought together some of the most creative minds in the business to use cutting-edge techniques in new and innovative ways.
Julian Pullan, Jack Morton Worldwide President, EMEA, commented: “BP had an ambition to create a unique, once in a life-time experience. We have shared this ambition and this has given us an unparalleled creative and technological opportunity. We are delighted to have helped realise BP’s vision.”