A happy new year – and once again lots of new year resolutions. Give up smoking at long last, learn another foreign language or spend more time with the family. But that’s where it usually stops: at the good intentions stage. We’re going to be different, Uniplan decided. And that’s why staff from our agency got out on to the streets to encourage lots of people to have a serious think about themselves, under the motto “Change your reality”.

On the evenings of 22 and 23 January 2010, a number of passers-by in the centre of Cologne were given a surprise. As if from nowhere, abstract, original statements could suddenly be read on people’s stomachs and backs as they stood around or hurried past. An Uniplan scout troop was on the loose reminding people of these good intentions by projecting messages on to passers-by. The personal approach meant that it wasn’t only those who had something projected on them who got the message. Those who were just observing got actively involved too.

Thus a lady on her way to the opera was astonished to read the sentence “Change your attitudes” on her partner’s coat, and after a brief discussion informed him that in future he really should take this advice to heart. On an elderly man’s back, passers-by were amazed to read the statement “Rejuvenate your wisdom”. They started lively discussions about how he could set about doing that at his age. Though the bit about wisdom was certainly something that could be put into effect one way or another. An Italian couple on the other hand felt that Mediterranean types would have no problems at all with the statement “Stretch your imagination”. Other advice too, such as “Revitalise your emotions” and “Transform your hopes” triggered a lively dialogue between the projected message and the observers.

“We put human beings right at the centre of our campaign. Through its function as a direct projection surface, we created an original type of communication, which surprised people above all by its directness”, said Dr. Andrea Vossen, Chief Creative Officer at Uniplan, who initiated the campaign. “That did more than just blur the border between image and observer. It automatically created an interaction between the people themselves.”

You can see more about the campaign at www.change-your-reality.com

For additional press information or if you have any enquiries, please contact:

Annette Dieckmann
Corporate Communications

Uniplan GmbH & Co. KG
Schanzenstraße 39 a/b
51063 Köln

T +49 (0) 221.8 45 69 - 106
F +49 (0) 221.8 45 69 - 4106
a.dieckmann@uniplan.com

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