Ignite keeps entertaining

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Experiential marketing agency Ignite has announced its partnership with global entertainment agency Percept.

Ignite, based in London, and Percept, whose head office is in Mumbai, India, will partner on a project–by–project basis with the aim of delivering some of the worlds largest entertainment experiences. The agencies first project was a show to mark the launch of Hero Hondas rebrand as Hero MotoCorp – held at Londons O2 Arena in August 2011. Hero MotoCorp, the largest two–wheeler motorcycle company in India, asked Ignite and Percept to put on the One World One Hero show for a 1, 500–strong audience of customers and component suppliers. The brand launch event featured performances from Akon and Bollywood stars Shah Rukh Khan, Anushka Sharma and Ranbir Kapoor. Also in attendance was Slumdog Millionaire composer A R Rahman, who has written the new Hero Moto theme tune, former Wimbledon champion Boris Becker and former F1 driver David Coulthard, who helped unveil Hero MotoCorps new identity. Ignite used cutting–edge technology to organise the show, including 3D–mapping video content projected onto a custom made 40m–wide stage, which created the illusion of depth and perspective. It used a combination of LED screen and LED mesh mounted on Kinesys motors to lift the screen and mesh in and out of position on stage. The agency also used an automated sound and light show for the new Hero MotoCorp logo reveal, utilising 140 individual lights, eight confetti cannons, four lasers, fire and CO2 pyrotechnics. Harvey Goldsmith, chair of Ignite, said: Our heritage producing shows such as Live 8 have proved time and again we can deliver when it comes to size, but creating and customising a show like One World One Hero required some very specific skill sets and cutting–edge technology – again, we were able to deliver. Im tremendously excited about our partnership with Percept, which means we will be in a better position to produce and run more ambitious shows that we hope will create history. Said Shailendra Singh, managing director of Percept: We have worked alongside the Hero Moto teams for more than two decades, but this was the companys most important event to date, so we had to deliver the best. With Ignite, we surpassed all expectations. Our partnership aims to ensure that One World One Hero is the first of what we expect to be many great events in future. The One World One Hero show took place at the O2 Arena on 9 August 2011.

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