That calls for a Carlsberg | Carlsberg, UK | !nvent

Billington Cartmell, the award winning agency that delivered (amongst other things) the Pot Noodle 'Food Fight' and Lloyds Bank's 'For the Journey' has just launched it's own innovation unit: !nvent.

Obviously anything about innovation is going to be popular with Cream, we're even prepared to overlook the over-trendy stylised spelling, you have to allow agency creatives to have their moment. 

!nvent's first influence can be seen in the latest BC work for Carlsberg. It's fair to say that 3D projection is definitely the 'new black' in media, and these latest examples, part of Carlsberg's 'That calls for a Carlsberg', are fine additions to the growing list of good outdoor projection work. 

Given that the different 3D mapping technologies are fairly comporable in their results, the creative innovation now lies in where and how they are executed. Both of these examples are on quite a grand scale, the Dover cliffs being a particularly impressive sight, but OOH projections don't always need to be big to be brilliant. A personal favourite example here at Cream, and in our eyes still the one to beat, is the falling angels in Santiago for Axe/Lynx.