Drive design Gymbox Human Punch Bag for Frank PR

It’s official. Pop supremo Simon Cowell has been voted the most punchable celebrity in the world.

Gymbox, the gym chain behind the “no-holds-barred, anything goes, diva dancing, combat training melting pot of fitness insanity” fitness classes has launched its most extreme workout yet: The Human Punchbag.

A national competition, launched over Facebook by Drive partners Frank PR, has voted Simon Cowell over Jordan and Jedward as the most sought-after celeb to literally ‘head up’ the Human Punchbag, the latest concept tested yesterday at Gymbox Holborn London.

Drive designed, made and rigged the Punchbag.

Gym-goers are encouraged to throw punches against someone inside a custom-designed bag, who subjects the boxer to insults and taunts to incite them to hit harder for an improved work-out.

Gymbox-goers were invited to send in a picture of a celebrity like music mogul Simon Cowell or former newspaper editor Piers Morgan to be attached to the Drive bespoke-built human punchbag to spice up a workout.

Hands down: Simon won – although Adam Bant, 30, an unemployed Londoner from Harrow, has become the first professional human punchbag by taking on the role at Gymbox.

Read all about it in The Evening Standard online, with the 3am Girls , at Digitalspy and The Daily Mail

But please – don’t try this at home?

*Thanks to Gymbox and Solent News for any images

Last week we transformed the magnificent seventeenth century Old Guild Hall in Peterborough with our  latest 4D projection-mapping extravaganza to promote Anglian Water’s ‘Keep it Clear’ sustainability campaign.

Leading communication strategists Corporate Culture hired us to execute this 4-dimensional projection mapping show in Cathedral Square in Peterborough to mark the launch of Anglian Waters ‘Keep it Clear’ sustainability campaign. The animation aims to bring to life the message at the heart of this campaign through the magic of 4D projection-mapping technology.

With the help of two projectors and some extremely clever motion graphics, the audience were taken on a journey by a bespoke digital installation, combined with a custom-made soundtrack, creating the illusion that water pipes are literally bursting over the audience.

To view our latest 4D experience click here.

For the more curious amongst you click here to see more of our work.

The Drive team test the projectors as twilight falls this evening outside Peterborough’s Old Guild Hall where the Drive 4D projection-mapping show will shine a light on Anglian Water’s ‘Keep it Clear’ sustainability campaign tonight.

19:15pm for the first show. There’ll be more street performers joining us throughout the evening – TWEET us @wedrive if you’re in the audience tonight and let us know what you think!

The team in action today at Peterborough’s Old Guild Hall where the Drive 4D projection-mapping show will shine a light on Anglian Water’s ‘Keep it Clear’ sustainability campaign tonight

Scaffolding went up today in Peterborough’s Cathedral Square as we prepare to transform the magnificent Old Guild Hall for tonight’s 4D projection-mapping show.

The show kicks off at 19:15 GMT – and is open to the general public, so if you’re in the area, come and say hello. You’ll be amazed!

Drive produce 4D projection-mapping show for Anglian Water’s ‘Keep it Clear’ sustainability campaign

We’re very excited about our next big 4D Projection-Mapping show working for Corporate Culture, taking place tomorrow 13th October 2011, in Peterborough.

We’ll be drawing attention to Anglian Water Company’s latest sustainability campaign ‘Keep it Clear’.

What better way to put one of Britains largest water companies at the forefront of technological innovation than by projecting a bespoke piece of 4D visual theatre onto the magnificent Guild Hall in the centre of this historic cathedral city.

Today the Guild Hall looks something like this:

Over the next 24 hours we are transforming it into something quite different.

We’ll be posting up more images showing the transformation. So watch this space!

Drive Productions bag a Bronze for ‘Innovation in Action’ for the Bentley UK tour at the 2011 Field Marketing and Brand Experience Awards

THANKYOU!

Gold went to Posterscope for ‘Mini Countryman’, a Silver for Soho Events ‘The Telegraph’ and some undeniably fine competition from Lodestar; Mindshare; Neon; PD3 and Hyperactive. A great night, right up our street with Pete Long’s Big Top Bop – circus and music from the Carny Villains and Ronnie Scott’s sumptuous jazz orchestra.