Disney has taken the Force to the streets of Madrid by creating the first floating outdoor advertising in history. The visually spectacular outdoor ads in high footfall Madrid locations, Cibeles, Alonso Martínez, Calle Alcalá and Fuencarral, promote the cinema release of The Mandalorian and Grogu.
The activation, developed by Havas Creative, transforms classic street advertising panels featuring the official film poster through magnetic levitation technology, as if Grogu were using the Force, an invisible energy in the Star Wars franchise that grants the ability to move and levitate objects to those who possess it, to make them levitate.
The technological development of the installation, carried out by Andtonic, was a major technical and creative challenge. Its operation is based on a complex magnetic levitation system capable of keeping a large structure suspended defying outdoor conditions such including wind.
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