Bringing 3D to Grand Central Station

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Fri, 02/12/2010 - 19:00 -- Nick Dager

CBS Outdoor and N4D have teamed up to launch Grand Central Station's first 3D digital signage campaign.  The centerpiece of the campaign is a 14-foot screen displaying commercials in 3D throughout February.   The physiologically correct 3D content created by N4D is a first in digital outdoor advertising and is expected to lead the way for this type of application. Visa an official sponsor of the Winter Olympics held in Vancouver this year will be seeding the Grand Central campaign with more than 100 media elements - the most notable being a 3D video projection screen with audio that will broadcast two commercials from its Go World campaign. The 8-by-14 foot projection screen will display the two Go World television commercials immersing commuters in a 60 second 3D experience. In addition commuters will see 16 3D static screens - or lenticular dioramas - as well as column wraps posters wallscapes beam panels soffits and stair risers. Advertisements also feature 18 Team Visa Vancouver athletes and Olympic legends including Lindsey Jacobellis Seth Wescott Johnny Spillane and Dan Jansen. An estimated 3 million consumers will pass through Grand Central Terminal’s subway corridor during the 28-day campaign period. Beginning Februrary 1 street teams will hand out 3D glasses that will allow commuters to view the 3D commercials. To bring high definition 3D content to a high profile location like Grand Central Station we needed a partner with the experience and resources to meet our clients' needs.  Our partner N4D created a custom 3D solution that exceeded our expectations and their team overcame every challenge we presented to them.  We look forward to a continued expansion of our 3D offering with N4D  says David Lane vice president digital media CBS Outdoor.   N4D estimates that over 1 000 000 viewers will see the 3D spots which feature a voice-over performance by Academy Award-winning actor Morgan Freeman.  To develop the famous Manhattan terminal's first 3D display N4D partnered with digital projection experts Christie and Lightspeed Design's DepthQ.  Christie is providing a true high definition 3D active stereo projector the Christie Mirage HD6.   CEO of N4D Clif Parker says N4D's goal is to change the way the world views information.  N4D's 20 years of research offer a new paradigm - 3D for extended daily use.  This 3D technology provides CBS Outdoor with a definite edge in the signage industry. It also ensures that their customers and viewers of the 3D advertisements will enjoy the world's most comfortable 3D experience. N4D president Lance Hilton says N4D is pleased to be able to offer this unique opportunity to CBS Outdoor. We see this type of advertising approach becoming very popular with companies looking to reach viewers that have become desensitized to traditional media. CBS Outdoor's use of 3D dioramas placed throughout the Shuttle passageway (where the projection screen is located) represents another first for Grand Central Station.  The 3D dioramas appear dimensional to the naked eye giving the impression you can see around certain elements of the creative.   CBS Outdoor is very proud to debut this revolutionary new step in outdoor advertising in one of the nation's highest-profile locations: Grand Central Station says Lane. And we're thrilled to be doing so with Visa whose 'Go World' high-definition 3D commercials will create a one-of-a-kind brand experience as well as a show-stopping moment for millions of commuters.  The interest and fascination in 3D technology has grown tremendously and we're pleased to have partnered with N4D in bringing this theatrical quality experience to such an iconic destination. Working with CBS Outdoor is a tremendous opportunity for N4D says Clif Parker chief executive officer N4D.  Their best-in-class campaigns and willingness to innovate at the leading edge of outdoor advertising are a perfect match for N4D.  We look forward to building a strong long-term partnership with CBS Outdoor and together pushing the boundaries of what digital outdoor advertising can become. CBS Outdoor Christie Digital Systems Lightspeed N4D