Projection Advertising behind Kanye West album stunt

Projection Advertising behind Kanye West video stunt
Projection Advertising behind Kanye West video stunt

Projection Advertising has devised a guerilla marketing campaign for rap artiste Kanye West.

The campaign, which launched on 17 May, saw the video of West’s latest song New Slaves projected simultaneously onto buildings at 21 locations in London, Berlin, and Paris.

In London, the video was projected onto the Royal Opera House and the Tate Modern, while in Berlin it was projected onto the Universal Music building and on Moritzplatz. The Pomdidou Centre and Arc de Triomphe were two of the locations where the video played in Paris.

Tom Burch, managing director of Projection Advertising, said: "It’s a privilege to be asked to work with such a huge name. Kanye West’s video is both haunting and sobering, and by projecting it on to some of the world’s most iconic landmarks it creates an astonishing impact and takes performance art to another level."

The projections marked the release of West’s latest album Yeezus.

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