Issuu

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The periodical magazine of The ADI Group

Volume 5 Rental Special

FAMILY PORTRAIT We get our iCONIC fleet together for the mother of all photo shoots

DOUBLE DELIGHT!

We crack the champagne as ADI take home 2 trophies from Event Awards - see back page

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IN THIS ISSUE 4

thames pagaent

jubilee concert

6-7

olympics

bt river of music

preston guild

winter festivals

iconic fleet shoot

boat race

red bull

experiential - wii

vodafone pitstop

rugby fan zones

sports industry awards

open golf

28-29

at the races

30-31

great north & manchester runs

in pictures...

agricultural shows

mobile world congress

movie premieres

pride

behind the scenes

isle of wight

16-17

mtv titanic sounds

royal wedding

images 0800 592 346 info@adi.tv | www.adi.tv

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ADI played a vital role in one of the biggest weekends of events the UK has ever seen, with screens in over 60 different locations for The Queen’s Diamond Jubilee Celebrations. With the previous year’s wedding of William and Catherine rekindling the nation’s affection for a royal celebration and a street party, the UK had plenty planned to mark Queen Elizabeth’s 60 years on the throne! Taking place over the May Bank Holiday weekend and with an extra Bank Holiday Tuesday thrown in for good measure, the Diamond Jubilee Celebrations stretched over 4 days, featuring huge events at multiple venues

DAY ONE: THE INVESTEC EPSOM DERBY ADI’s contracts with Jockey Club Racing have made us the official LED screen supplier since 2007, and 2012 saw ADI provide a total of 11 screens across the racecourse with iCONIC mobiles joined by a modular 15m² display at the finish post.

across London. With millions descending on the capital and organisers aiming to keep road closures to an absolute minimum throughout the weekend, mobile screens were vital and ADI’s iCONICs were able to feature in over 60 different locations. In fact, ADI were the only supplier to play a part in every one of the official celebration events, beginning with the Investec Derby at Epsom Downs.

DAY TWO: THE THAMES DIAMOND JUBILEE PAGEANT Saturday 3rd June saw one of the largest flotillas ever assembled on the Thames as over 1,000 boats of all shapes and sizes turned out for the Thames Diamond Jubilee Pageant.

Big screens have become a vital part of the Derby, allowing spectators to enjoy on-site hospitality without missing a moment of the racing. They also ensured the estimated 130,000 spectators could see the Derby’s most important visitor – the Queen, whose arrival on the Saturday, marked the official start of the Jubilee Celebrations.

The incredible flotilla on the Thames

It had been an early morning for ADI, as 17 of their screens from Epsom and other locations arrived at the crack of dawn to move into position, ready for the day’s crowds.

Her Majesty arrives at Epsom

QUICKFACTS :: Diamond Jubilee • The “Party at the Palace” pop concert was one of the most watched concerts in history, attracting around 200 million viewers all over the world.

Despite what can only be described as severely inclement weather (that would be pouring rain), huge crowds of over 1.2 million people arrived to line the banks of the Thames for the pageant. With this many people, organisers had split the route along the river into ‘zones’, all featuring large screens. These ensured spectators could enjoy the event in safety by discouraging them from moving along the Thames with the flotilla, therefore minimising any risk of crushing and congestion. ADI supplied 17 of the screens along the route, with a mixture of different sizes of iCONIC mobile LED screens to suit the different locations and viewpoints along the route. These ranged from ADI’s iCONIC 100s - with 4 of these giant screens placed along Victoria Embankment - to the smaller iCONIC 25s at Tower Bridge and innovative double-sided iCONIC 15s, which could be seen at Westminster Bridge, Blackfriars Bridge and Lambeth Bridge.

• The Pageant used over 14 miles of bunting and one of the vessels that took part, the Amazon, also took part in Queen Victoria’s Diamond Jubilee, in 1897. • 500 miles of cabling were laid in London so that the events of the Diamond Jubilee Weekend could be broadcast to countries all around the globe. There were also over 50 studios and edit booths. • It is estimated that the jubilee celebrations have brought an estimated £120m of sales to London’s businesses according to the New West End Company, which represents more than 600 businesses in Bond Street, Oxford Street and Regent Street • Three thousand, five hundred and twenty-one media from over 60 countries were accredited to cover the Diamond Jubilee Central Weekend from London. • The spectacular fireworks display which took place from the roof of Buckingham Palace and in Green Park over the Jubilee Weekend required 2.5 tons of fireworks, with some rising as high as 800 ft into the night sky.

An iCONIC 15 on Westminster Bridge

Millions lined London’s streets

Council / Civic Events

A ROYAL OCCASION

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DAY THREE: THE DIAMOND JUBILEE CONCERT

Tom gets the crowd going

Fireworks at the end of the night

Undoubtedly the highlight of the weekend’s celebrations, the Diamond Jubilee Concert was held on Monday evening in front of Buckingham Palace and featured a star studded line-up of stars and celebrities. Staged in front of Buckingham Palace, the high profile Concert was globally broadcast to millions, so the UK event industry’s top suppliers and contractors were called on to take part. The event was produced by Robbie Williams Productions Ltd (no relation to the Robbie Williams who performed!), who contracted ADI to provide two large mobile LED screens to be positioned on the Buckingham Palace forecourt, appearing either side of the Victoria Memorial, around which a stunning stage was built.

our iCONICs entertained hundreds of thousands on the Mall

As the world’s largest, highest resolution mobile screens, ADI’s iCONIC 100+ screens were the natural choice to be positioned at the very heart of this music extravaganza and helped the 10,000 lucky ballot winners inside the concert to enjoy a great view of the whole event.

to be inside the ticketed concert. Eight ADI screens kept crowds of over half a million entertained with live coverage not only of the whole concert, but also the BBC’s build up. These were a mixture of the smaller iCONICs – 12s, 15s and 25s – which were ideal due to their small trailer size, so wouldn’t obstruct the view down the Mall, and ADI’s iFLY 25 at the very front. Elsewhere in London, hundreds of thousands more were entertained by large iCONIC 100 screens in St James Park and Hyde Park broadcasting every moment of the star studded concert, which was brought to a close as the Queen lit the National Beacon on the Mall, and – of course – a huge fireworks display! With the concert finishing at 10.45pm, contractors started clearing the site so that the roads around Buckingham Palace could re-open. Within just a few hours many of the ADI screens were up and away - thanks to their swift de-rig times leaving only the two iCONIC 100+ screens inside the Palace gates and iCONIC 100s in the Royal Parks, which remained in place for Tuesday’s celebrations.

And what an event it was! Curated by Gary Barlow, the line-up of artists included some of the biggest names in British and global music history, including Tom Jones, Shirley Bassey, Elton John and Stevie Wonder. And one of the highlights of the weekend saw Madness appear on the roof of Buckingham Palace, which acted as a backdrop for an incredible animated projection lightshow. Just outside the concert, The Mall was the most popular viewing spot for those not lucky enough

iCONIC 100 in Hyde Park

DAY FOUR: THE SERVICE OF THANKSGIVING AND ROYAL CARRIAGE PROCESSION The final day of the celebrations, and ADI’s iCONIC 100+s inside the gates of Buckingham Palace allowed hundreds of thousands of well-wishers to watch the Royal Family attend a Service of Thanksgiving at St Paul’s before the Carriage Procession led them through Central London to Buckingham Palace. The occasion finished with a royal appearance on the Palace balcony for an RAF flypast and a Feu de Joie, signalling a triumphant end to the Queen’s Diamond Jubilee celebrations and a successful weekend of events for ADI.

The Royal Procession passes Buckingham Place

In what was probably the biggest weekend of events ever seen in London, the four day period had seen ADI provide screens in over 60 different locations to five different clients. Besides the work throughout the weekend, the logistical organisation and management of security clearance for over 30 members of staff at multiple high profile events was challenging to say the least! ADI’s screens ensured not only the enjoyment but also the safety of millions of people, and we’re proud to say were fit for a Queen!

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iCONIC screens help hundreds of thousands across the UK celebrate the wedding of the year in style Millions flocked to England’s capital for the Royal wedding of the decade, as Prince William took the hand of Kate Middleton. And of course, ADI were on hand to ensure people across the UK could share the events on our giant screens.

Triple iCONIC 100s in Hyde Park

View from an iCONIC 100!

This hugely popular wedding really paved the way for this year’s huge Diamond Jubilee celebrations. With coverage and interest that hadn’t been seen since the marriage of his parents nearly thirty years before, William’s wedding to Kate gripped not only the UK, but the world, drawing an estimated global television audience of over a billion. With the wedding taking place in Westminster Abbey over Bank Holiday weekend, London was awash with tourists keen to be part of the atmosphere and celebrations. This is the kind of event that big LED screens are made for, and with huge crowds expected to gather in Hyde Park, event organisers Jack Morton needed a solution that could entertain up to half a million people in safety. The solution involved three of the world’s largest mobile LED screens – the iCONIC 100 – positioned in an outwards-facing arc to give a huge viewing angle of over 180 degrees and several hundred metres back. We were the only company able to offer such a solution – building such huge screens from modular panels would have taken possibly weeks and have cost many times as much – our screens were able to setup the day before and be offsite only a few hours after the event finished. All three screens showed live coverage from the BBC’s feed, complimented by our own three camera outside broadcast facility.

iCONIC 12 at Keswick

In addition to the Hyde Park screens, we also provided Jack Morton with an iCONIC 60 screen which was located in Green Park as an extra place for people to watch the wedding. Jim Donald, Executive Producer at Jack Morton Worldwide, commented: “Jack Morton were briefed by the DCMS to provide a high quality viewing experience for up to 150,000 in Hyde Park. The ADI iCONIC 100s were the perfect tool for the job to ensure over 100,000 people could see high quality broadcast of the Royal Wedding. The ADI team provided exceptional service and quality for such an important project.” Outside of the capital ADI’s fleet of screens were in action with 13 screens in an additional 12 different locations, at town and street parties organised across the UK, including Keswick, Wells-next-the-Sea, Powis Castle, Skipton, Southampton, and Nunnington Hall.

iCONIC 60 at Powis Castle

The wide range of iCONIC screens available (they range from 12 to 100m²) meant we were able to supply screens suitable for events of all sizes, from street parties with a hundred people to events with thousands of revellers! In addition to ADI’s mobile screens, the Royal Wedding featured on a number of ADI’s permanent screens. ADI had just installed a brand new permanent screen in Coventry’s Millennium Place as part of the BBC/LOCOG Olympic “Live Site” Big Screen initiative, and how fitting that its very first broadcast was the Royal Wedding! Meanwhile in Manchester, large crowds enjoyed a great atmosphere at Spinningfields, with the entertainment provided by the Spinningfields “cinema” screen installed in 2010 by ADI. Huge street party in Southampton

Council / Civic Events

WHAT A WEDDING!

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GLORIOUS GAMES 2012 saw the world’s greatest sports show come to British shores as the Olympics and Paralympics hit London. If ever there was an event that defined the value of big screens, this was it. Interest in London 2012 stretched far beyond the capital and LED screens played an important role not just at Olympic event locations, but in cities and towns across the UK, with millions enthralled as Team GB captured a record haul of medals.

Sports

INTERNATIONAL PARALYMPIC DAY – TRAFALGAR SQUARE

Much of the reason for the huge success of the Games was the work that went into promoting it in the weeks, months and years leading up to it and our screens were heavily involved in building the excitement, sharing the joy and revelling in the victorious aftermath.

Ewan Thomas shared presenting duties

Experiential

Trafalgar Square played host to one of our high resolution iCONIC 25+ screens, backed by a full event broadcast solution for this event which celebrated elite Paralympic sport, but was also remembered for the day that Boris Johnson and David Cameron faced off on the tennis court! Taking place nearly a year before the Games started, International Paralympic Day gave the public a chance to find out about each of the 20 sports in the 2012 Paralympic Games and promoted the following day’s opening of applications for tickets. The programming called for a high specification of broadcast equipment; the accessibility requirements included live sign language as well as subtitles provided by palantypists for the live broadcast sections. The signer was filmed in front of a green screen in a backstage area which was then chroma-keyed over the live video content, whilst a further chroma channel was provided for the subtitles. All of this was played out onto an iCONIC 25+, the high resolution ensuring both the signer and subtitles could be clearly seen. Presenting duties were shared by a number of leading sporting and television personalities, including 400m star Ewan Thomas, Wheelchair basketball Paralympic Ade Adepitan and T4’s Rick Edwards, and each demonstration was filmed by ADI’s wireless cameras and broadcast live on ADI’s screen, accompanied by live subtitles and sign language.

Boris and Dave do Battle

In addition to providing video for the Trafalgar Square audience, ADI provided a clean video and audio feed of content to ITN News for global syndication.

Sports

NATIONAL LOTTERY OLYMPIC PARK RUN Imagine being the very first person to cross the finish line on the Olympic Stadium track… 5,000 lucky runners were given that chance at the first Olympic Stadium test event at the end of March.

Experiential

The National Lottery Olympic Park Run saw 5,000 runners - picked at random from over 43,000 entrants - take part in a 5mile run around the Olympic Park, culminating inside the stadium at the track finish line. The event was organised by Nova International for the National Lottery and we provided two of our new iCONIC + screens to help with the entertainment. The giant iCONIC 100+ was located inside the stadium, with the iCONIC 25+ outside – as well as playing out live content from the cameras inside the stadium, this screen also acted as an information point for the runners. iCONIC 100+ inside the stadium

Wenlock and Mandeville party!

Not far to go!

iCONIC 25+ outside the iconic stadium

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TORCH RELAY Beginning on 18th May and taking place over a 70 day period, the Torch Relay was a mammoth tour of the UK bringing the excitement of the Games to everyone and a specially commissioned iCONIC 25+ screens was on hand to help entertain the crowds on every stage of the journey. With a route that covered Lands End to the Shetland Islands, the torch was carried by 8,000 inspirational Torchbearers through over 1,000 cities, towns and villages and brought the Olympic Flame to within an hour of over 95% of the UK population. The end of each day’s route featured an evening celebration, with our screen setup alongside a temporary stage for an evening of entertainment celebrating music, dance, sport and culture local to the area. Many of the towns (including Chester, pictured) also featured an additional screen to help entertain the large crowds.

The Torch Relay visits Chester

As well as providing the official Torch relay screen, we also supplied a three camera outside broadcast team who accompanied the screen on every leg of the journey.

Haggerston Park in Hackney

Starting with a swim in the Serpentine Lake, before cycling through Wellington Arch and passing by Buckingham Palace, the triathlon events featured what must be some of the most dramatic and stunning landmarks of any sporting event in history. With hundreds of thousands descending on Hyde Park to watch, two of our giant iCONIC 100 screens made sure that everyone could catch every moment of glory as the Brownlee brothers secured Gold and Bronze medals in the men’s event.

Blackheath Common Live Site

Back to back iCONIC 100s in Hyde Park for the Triathlon

Council / Civic Events

With Olympic fever hitting the whole of the country, demand for screens was high and we provided a number of medium-term screen rentals for towns and cities throughout the UK. These screens allowed communities to get together in public spaces and enjoy the Games.

HYDE PARK - TRIATHLON

Sports

CITY CENTRE SCREENS & LIVE SITES

The Monument in Newcastle

WEYMOUTH - SAILING With London a fair old distance from the sea, Weymouth and Portland was designated the official Olympic venue for sailing events. By its very nature, much of the action takes place a long way from the shore, so our screens played a vital role at the town’s Live Site on Weymouth beach.

iCONIC 60s on Weymouth beach Live Site

Sports

Each day, thousands flocked to the beaches to catch the latest Olympics action on our iCONIC 60s. The screens frequently played out different content, allowing fans to watch the local sailing whilst still keeping an eye on events from around the rest of the games.

Surely one of the better places to relax and watch the Olympics!

Scotland’s Olympians are welcomed home in Glasgow

Large crowds in Sheffield for golden girl Jessica Ennis

A beaming Jessica Ennis on our iCONIC 25+

Council / Civic Events

Even as the sad day came that the Games fortnight was over, there was still celebrating to do in the form of homecomings and parades as the athletes made their way home. Our screens were on hand to entertain thousands in Glasgow for the Scottish Olympic parade as well as in Sheffield for gold medal winning heptathlete Jessica Ennis’ homecoming event.

Sports

ATHLETES’ PARADES

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FOCUS ON FESTIVALS Live music has played an important part in the development of LED technology. Alongside sports stadia, concerts were one of the key drivers of giant screens in the mid to late nineties. Many credit U2’s seminal Popmart tour of 1997 for its pioneering use of giant LED displays integrated into the set, and it’s fair to say that music has been one of the main developmental drivers of many of the features we see in today’s LED screens. In the modern world of advertising revenue driven screens, there’s something quite pure and noble about live music’s need for LED screens being purely for entertainment. This was an industry that pioneered and pushed the development of technology for the sole purpose of increased enjoyment for its patrons. Today, LED screens have become de rigueur at concerts and festivals of all sizes, dramatically improving both the safety and enjoyment of thousands of fans.

We’ve provided our screens for some of the world’s biggest festivals over the years, including Glastonbury and T in the Park. Whilst the focus of ADI’s rental business is mainly based around mobile LED screens, we still provide modular flown screens for concerts and many of our iCONIC mobile screens are incredibly effective for use not only alongside stages, but also in other areas of festivals.

Festivals

SOUNDING TITANIC

Experiential

As the 100th anniversary of the maiden – and only – voyage of the world’s most famous ship came around, MTV celebrated the occasion with a live music spectacular in the city where the Titanic was originally built. As part of Belfast’s Titanic Festival, MTV Titanic Sounds saw artists including Olly Murs, Pixie Lott, Sean Paul and Rizzle Kicks performed against the stunning backdrop of the new Titanic Belfast attraction located alongside where the huge ship was originally built and launched.

Pixie Lott at Titanic Belfast

With crowds of 16,000 clamouring to get a good view, the concert required screens that would enhance the experience for attendees, making sure they didn’t miss a minute of the live performances. As well as two 25m² flown LED screens on either side of the stage, we provided our new iCONIC 15+ screen, which was located behind the front of house position and providing high resolution entertainment for those further back. The new venue had restrictive weight limitations in place, which meant the lightweight iCONIC 15+ was a suitable choice, and gave the event organisers a more cost effective and elegant solution than building a further structure for an additional modular screen. Huge crowds for Sean Paul

MTV broadcast the concert across 153 territories around the world

images We’ve supplied screens to Scotland’s largest and most famous music festival a number of times over the years, and this year provided one of our iCONIC 100 screens for the annual Kinross event. The giant screen provided two main uses for the festival: at the start of the festival, it was positioned near the campsite, for the Thursday evening cinema. With bands not starting until Friday, the cinema provided entertainment for festival goers as they arrived on the Thursday afternoon and evening with three movies that they had previously voted for on the T in the Park website: The Inbetweeners, Anchorman and Step Brothers.

The iCONIC 100 at the main stage

Festivals

T-RENTIAL WEATHER DOESN’T DAMPEN PARTY SPIRIT

Thursday night was cinema night

Following the final movie, the iCONIC 100 moved into its second position – where it would remain throughout the rest of the festival – behind the front of house position at the main stage. The iCONIC 100 Anyone for a 99? helped thousands enjoy huge acts including Snow Patrol, Elbow and the newly reformed The Stone Roses. Like most of the summer, T 2012 proved to be a somewhat soggy affair but heavy rain didn’t dampen the spirits of the 85,000 music fans who visited the site over the weekend.

Classic British festival weather...

iCONIC 15+ helps entertain Sky customers in Isle of Wight Festival VIP Village

Experiential

One of the earliest festivals in the summer season, The Isle of Wight Festival takes place over a weekend in mid to late June each year on the beautiful island off England’s south coast.

Who needs live music when you have F1 on a giant screen?

We provided a bit of a Clowns playing giant different solution for the Isle chess... of course... of Wight Festival, with one of our new iCONIC 15+ screens located in the backstage VIP area, which was sponsored by the event broadcasters Sky. The VIP area was open to Sky’s customers, and gave them a chance to escape the mud of the main festival, sit down in the sculpted gardens, chillax with a drink from the bar and be entertained by the high resolution iCONIC 15+. As well as playing live festival coverage, our screen was also used to broadcast the weekend’s sporting events taking place on Sky, including full coverage of the European Grand Prix. The + version of the iCONIC 15 was ideal for this event; its high resolution screen and integrated PA system being ideal for the close-range viewing of the VIP area. Also, one of our smaller screens on a lightweight trailer, it certainly made it easier to leave the very muddy festival on the Monday morning!

Festivals

SHINING IN THE SKY AT WIGHT

Sky’s rather enticing VIP area

QUICKFACTS :: History of the Isle of Wight Festival The festival has an interesting history! Having originally taken place back in 1968, the 1970 festival proved incredibly popular, with an estimated attendance of some 600,000 attracted by a line-up that reads like a history in rock: Jimmy Hendrix, Jethro Tull, The Doors, Joni Mitchell and The Who to pick just a few. Quite how the 600,000 managed to actually all get on and off the island is anyone’s guess, but the Isle of Wight Festival warranted its own Parliament act, restricting gatherings of more than 5,000 taking place on the island without a special license. Fast forward to 2012 (via a relaxing of the laws and revival of the annual festival back in 2002) and the Isle of Wight Festival has become one of the most cherished and successful weekends on the summer circuit. Eleven years after its reincarnation, the 2012 Isle of Wight Festival treated its 55,000 ticket holders to some of the world’s biggest names in rock. Whilst the crowds may be more manageable than 40 years ago, the line-up was no less impressive, with headline acts including Elbow, Biffy Clyro, the venerable Bruce Springsteen and this editor’s personal favourite, Seattle’s legendary Pearl Jam.

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PARTYING NORWEGIAN STYLE

iCONIC 100+ heads to Norway for ultimate high school bash!

European

One of our iCONIC 100+ screens took a tour of Norway for the infamous ‘Russefeiring’ student festivals… It was certainly one of the more interesting contracts we’ve worked on!

The iCONIC100+ made for a pretty impressive backdrop to the DJ booth

The ‘Russefeiring’ are the Norwegian equivalent to high school graduation parties and have become some of the craziest student festivals in Europe! Imagine a high school prom and all the drunken, debauched partying that goes with it… Then imagine it goes on for not one night, but three weeks, and you get an idea of what the annual Russefeiring celebrations are!

Party Central

The iCONIC 100+ was located at the heart of a series of live music festivals – positioned behind the bus, with the screen as a backdrop to the bus roof, which acted as a stage for a host of DJs. The screens played out content that included music videos, graphics and live footage from an on-site camera, with the iCONIC 100+’s fully-featured on-board production suite allowing for easy multi-source video and audio mixing. The screen’s on-board generator and quick set-up and de-rig times – usually under thirty minutes – made the iCONIC 100+ the ideal choice for travelling to the multiple event locations across Norway.

Nor-rave

One of the heavily modernised Russebusser

After a ‘RusseBusser’ contest near Oslo, the iCONIC 100+ screen travelled north for ‘Tryvann – Your Life’s Party 2012’, marked as ‘the craziest Russ event in the universe’. Over 10,000 high school graduates and plenty of party-loving tourists gathered to watch Flux Pavilion and Fatman Scoop, amongst many others. Another key Russ event the screen travelled to was ‘Hike Lillehammer’, which took place at the Birkebeineren Stadium in Lillehammer, a former Winter Olympic venue. Acts including Cascada and DJ Erik Santos performed, and as seen in previous years the teenage students partied-hard, with the iCONIC 100+ adding to the atmosphere and allowing the huge crowds gathered a great view of the live performances. It’s always good to be involved in events that are a bit of a break from the norm – now the ringing has subsided in our driver’s ears, he tells us he can’t wait for next year’s event!

QUICKFACTS :: History of Russefeiring With most students turning 18 shortly before the russefeiring and thus entering the age of driving in Norway, a tradition built up in the 70s of buying old cars, vans, buses and even lorries, decorating them and using them to travel between events. As you can imagine, this doesn’t mix particularly well with a marathon festival dedicated to drinking and decadence, so in recent years regulations have been introduced requiring a non-russ driver for these vehicles, who abstains from alcohol! Over the years, these “Russebusser” have become more and more elaborate, with students investing in incredible sound systems and state of the art event technology, which is our iCONIC 100+ came in. Working with a Norwegian events company who had been tasked with finding “the ultimate mobile LED screen” for a group of russ students, , ADI’s iCONIC 100+ travelled to a series of music festivals along with a heavily customised ‘RusseBuss’, which together formed an incredible epicentre to a number of russ parties.

Festivals

RIVERDANCE

One of the most ambitious music events ever to hit London, BT River of Music was a multi-cultural celebration of music taking place across six venues in the run up to the London Olympics and Paralympics. Every taste and nationality was catered for in this free two day festival, which featured over 1,500 performers from every one of the nations participating in the forthcoming Games. The festival was spread across six different stages - one for each of the world’s continents - at iconic locations along the banks of the Thames, with ADI providing a total of nine screen solutions at five of these stages. The Americas stage at the Tower of London proved to be one of the most popular sites, with performances by acts including chart-topping Scissor Sisters and Soul Caribbean entertaining the crowds.

Tower of London Americas Stage

We supplied two 12m² LED flown screens, which were seamlessly incorporated into the staging, providing a brilliant view for the large crowds that had settled on the grassed open area within the walls of the historic Tower of London.

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PRESTON GUILD This unique event is the only Guild still celebrated in the UK and dates back to 1179, when King Henry II granted Preston market town status, giving the town its own royal charter.

Two iCONIC 100s flank the GFest stage

The 2012 event was the first since Preston was granted city status in 2002, and lasted for ten days; “one to mark each year since Preston achieved city status”. This year’s Guild involved a vast array of artists, performers and organisations, which succeeded in entertaining local residents and attracted around 300,000 visitors to the city. Local history and the heritage of the region were celebrated with events including the Vintage Guild Weekend, which was organised with the input of Lancashire designer Wayne Hemmingway MBE. Music lovers were treated to Proms in the Park, which saw a world exclusive double-bill of Katherine Jenkins and Jose Carreras, while GFest entertained a younger crowd, with chart-toppers Labrinth and Maverick Sabre descending on Preston for the occasion. The final evening saw a pyrotechnic spectacular from Les Commandos Percu, who famously performed at the launch of the London 2012 Festival. A wide variety of ADI’s mobile LED screens were used across various Preston venues, helping engage and entertain those attending the Guild celebrations.

QUICKFACTS :: What is the Preston Guild? In 1179, King Henry II granted Preston the right to have a Guild Merchant in 1179 and gave the town its first royal charter. The Guild was an organisation of traders, craftsmen and merchants. It had a monopoly of trade in the town and only its members could carry out a craft or business. Newcomers could only trade here with the permission of the Guild, and such approval was not given lightly. At intervals the Guild Merchant updated its membership lists to ensure that people were not falsely claiming the right to trade in the town. Anybody who claimed to be a member of the Guild had to come to Preston and, in a public court, swear loyalty to the Mayor and the Guild Merchant. His credentials were checked and if he was eligible, and agreed to pay a small fee, would be

admitted or re-admitted as a Burgess (the name for a member of the Guild Merchant). The first reliably recorded celebration of the Guild was in 1397, when it was already more than two centuries old. These gatherings for renewing membership were infrequent and It was soon accepted that they were needed only once in a generation. As a result, from 1542, Preston Guild took place every 20 years.

The rather wonderful Vintage Guild Weekend

The rarity of the celebration, and the fact that large numbers of people congregated in Preston for the occasion, made the Guild a special opportunity for feasting, processions and great social gatherings. In this way the great Preston Guild celebration was born and continues to flourish today.

Meanwhile Trafalgar Square played host to the Europe stage, where Phantom Limb and innovative folk ensemble The Sage Gateshead’s JigHop were amongst the line-up, providing a day of uplifting musical entertainment. ADI’s iCONIC 25 mobile screens were located either side of the main stage, showing a live feed of the performances.

Europe Stage in Trafalgar Square

iCONIC 15+ in The Flag Market for Bicycle Ballet

Due to their mobile nature the iCONIC 25s could be quickly and easily set-up (in less than an hour), in what is one of London’s busiest public spaces. This was ideal given the limited window available to move event structures into place within Trafalgar Square.

Elsewhere, we provided one of our giant iCONIC 100 to the London Pleasure Gardens which hosted the Africa Stage, two flown 25 m² screens for the Asia Stage at Battersea Park and iCONIC 15 mobile screens were placed either side of the Oceania Stage, at the Old Royal Naval College at Greenwich, which was to play host to the Olympic Equestrian events a week later. In addition to broadcasting live footage of the performances, all of our screens helped to keep the crowds at each event informed with programmes of the performances and event information. Oceania Stage at Greenwich

Council / Civic Events

ADI played a major part in the Preston Guild festivities in the summer of 2012, an historic celebration that takes place every 20 years in our home town.

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MAKING AN EXHIBITION OF OURSELVES Our screens are increasingly used in exhibitions and shows across Europe. Whether it’s to be integrated into individual stands or outside the show to promote a range of exhibitors, the wide range of screen sizes and innovative designs gives exhibition organisers plenty of choice. Our new + screens are really starting to make an impact in this market – with much higher screen resolutions they are ideally suited for more detailed content and also for close range viewing, making them great for placing on stands. Also, the ability to brand the sides of the trailers – either with temporary banners or with a vinyl wrap – opens up huge additional promotional opportunities.

Exhibitions

ICONICS GO MOBILE Double screen solution for Barcelona conference

European

Barcelona was the setting for the 2012 Mobile World Congress, but it wasn’t just mobile phone screens that everyone was looking at, as we supplied two of the world’s largest mobile LED screens for the event. The annual show takes place each February in Barcelona, with the 2012 conference located in the stunning location of Fira Montjuic, where over 67,000 industry insiders were gathered to celebrate the mobile industry and were offered a glimpse into its future. We worked with the audio visual partners of Mobile World Live to help create a lasting impression on event attendees by providing two of our iCONIC 100 screens. These were strategically placed on the ‘Avenue’ ensuring they were unmissable to delegates as they entered the conference.

An iCONIC 100 welcomes visitors

Both screens played content from Mobile World Live TV, the official channel of the event, featuring interviews with industry experts and mobile communications news, and also carried extensive printed branding from the event’s sponsors on the sides of the trailers.

Exhibitions

ICE COLD IN EARLS COURT TRADE

ENTRANCE

Visitors to the ICE Totally Gaming Show at Earl’s Court were welcomed by a couple of our giant iCONIC 100 screens outside of the venue, before being entertained by a flown LED screen inside the exhibition hall. Bringing together international operators and suppliers from the betting, bingo, casino, lottery, mobile, online, social and street gaming sectors over three days, ICE Totally Gaming is the largest and most comprehensive b2b gaming exhibition in the world.

The iCONIC 100 promotes exhibitors to visitors as they arrive

Branded iCONIC 100 outside of Earls Court

Our screens were used to promote some of the show’s main sponsors and exhibitors and the iCONIC 100s ran a pre-produced DVD of promotional messages and prompts to visit various stands within the show. As well as the onscreen content, each of the trailers was covered in a vinyl wrap to promote some of the major brands displaying at the annual show.

Flown screen inside continues the conversation

A huge iCONIC 100 greeted visitors as they arrived at the Trade Only National Show at Coventry City’s Ricoh Arena. The giant screen played out promotional adverts for various stands at the show throughout the two day event.

images iCONICs help companies stand out at agricultural shows

European

DIG THIS!

Exhibitions

AGRICULTURAL DIFFERENCES

Branded screens promote JCB Dancing Diggers

ADI’s LED screens helped to promote JCB at the Bauma international trade fair in Munich. Bauma is the world’s largest and most important trade fair to the building industry, showcasing the latest construction machinery and vehicles, building equipment machines, mining machines and construction equipment.

Both the iCONIC 15 and 60 featured full vinyl wraps of JCB branding

The show takes place in Munich every three years on a site covering over half a million square metres and attracts the biggest names in the construction industry as exhibitors and around half a millions visitors over the week. As the world’s leading name in construction equipment, JCB have traditionally had a strong presence at Bauma, and 2010 was no different. JCB had a huge exhibiting zone, based around a central show area which featured displays from JCB’s famous “Dancing Diggers” every hour. A huge range of JCB products were on display, which were arranged around the show ring.

Not just diggers... JCB’s record breaking Dieselmax

ADI supplied two LED screens for JCB’s show area – a large iCONIC 60 and smaller iCONIC 15, both of which carried full JCB branding on their trailers, with the iCONIC 15 also featuring branded speaker pods. JCB made the most of the iCONIC 15’s double-sided screens, with one screen showing live content via microwave link from JCB’s outside

The hourly Dancing Diggers show was one of the main attractions at Bauma

broadcast vehicle (which also provided content for the iCONIC 60) and the second screen running DVD content promoting JCB’s machines in action. JCB also took advantage of the iCONIC 15’s unique ability to spin continuously, creating an eye-catching display that helped to draw crowds to the area.

Exhibitions

DOUBLE DUTCH

One of our iCONIC 12s has proven handy at promoting the New Holland brand at the last two Agro Techniek shows.

European

Agro Techniek is a biennial event for the Dutch agricultural sector, with over 380 brands exhibiting the latest advances in agricultural machinery across a large 180,000m² outdoor site in Biddinghuizen. New Holland had one of the largest stands at the show and ADI ran preproduced DVD content using the iCONIC 12’s on-board control room. As all of New Holland’s on-show equipment was stationery, the screen played an important role by allowing the machinery to be shown in use. The content also advertised new products and broadcasted animated content promoting green farming methods and New Holland’s Clean Energy Leader initiative which focuses on ingenious solutions for more efficient farming. We provided a banner around the base of the iCONIC 12 to further boost brand promotion for New Holland.

Exhibitions

CEREAL THRILLER

The iCONIC 12 allowed New Holland to demonstrate machinery in action

iFLY stands out like a beacon above the stand

iFLY towers above the rest at arable show

Our iFLY 25 certainly helped Vaderstad stand out from the rest of the exhibitors at the Cereals UK arable event in Lincolnshire. With the screen towering above everything else at the show, the iFLY made sure everyone could find the Vaderstad stand and played out promotional content for their range of agricultural equipment.

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WINTER WONDER SCREENS Whilst summer is undoubtedly the time of year when our huge outdoor screens are most in demand, the later months of the year sees our iCONIC range out in force in towns and cities across the UK as millions of people take to the streets to celebrate Halloween, Guy Fawkes and of course the ceremonial Christmas lights switch ons and New Years Eve parties. Winter events are a fantastic opportunity for local councils to bring the people of their communities together. And with increasing pressure on the retail sector, they are great at encouraging people into towns and shopping centres and therefore boosting trade for local businesses.

do they keep thousands involved in the live entertainment, but they also play an important part in the safety of the event and help to avoid crowd crushing in contained spaces. They also act as a great platform to promote local council initiatives and forthcoming community events.

Many of these events now include a full evening of entertainment and LED screens have become an essential part of the experience; not only

With so many different sizes to choose from, the whole of our iCONIC range gets utilised for these events. The smaller ‘urban’ screens are

Halloween in Belfast

Christmas Lights Switch On at Cheshire Oaks

iFLY comes in handy on Regent Street

ideal for busy city centres and especially where streets need to be re-opened shortly after the event finishes. Meanwhile, for larger town square events, our bigger iCONIC 60 and 100 screens are ideal for entertaining more sizeable crowds. These are often supported by an ADI broadcast crew with wireless cameras linked via microwave to enable them to negotiate the busy city centre streets.

New Year’s Eve in Glasgow

Christmas Carols broadcast live outside St. Paul’s Cathedral

X Factor eccentric Kitty Brucknell at Bluewater’s Christmas Lights

Belfast Christmas Lights

The iFLY sees in the New Year on Edinburgh’s Princess Street

Huge crowds in Trafalgar Square

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TAKING PRIDE IN OUR WORK

BELFAST PRIDE

The biggest lesbian, gay, bisexual and transgender festival in Ireland, Belfast Pride is a week long celebration attracting huge crowds to the city centre, especially for the parade on the final day. Having initially started with around 100 participants in 1991, Belfast’s Parade gets bigger each year and now brings crowds of over 25,000 to the streets of the city. There was an unusual float in the 2011 parade in the shape of one of our iCONIC 15 screens! This was an innovative use of our unique screen, which made use of its double-sided design to play out content on the move.

The first time any of our screens have taken part in a Pride parade...!

One of the UK’s longest running Pride festivals, Manchester Pride is also one of the largest, centred around the city’s Canal Street area. The ten day festival culminates in “The Big Weekend” – a 72 hour party over August Bank Holiday weekend across a number of different venues. The main entertainment is centred around the Gaydar Main Arena, which features four nights of live music and DJs. This year saw a starstudded line-up including Steps, Bjorn Again and the legendary Alison Moyet, all of which were broadcast

Council / Civic Events

Each June, Pride festivals take place at thousands of towns and cities across the world and our iCONIC screens play an important role in some of the UK and Ireland’s leading events.

Then, with the Parade ending at Customs House Square, the iCONIC 15 moved into place alongside the stage to take up a role it was more used to and help entertain the crowds at the Party in the Square. Party in the Square following the Parade

MANCHESTER PRIDE live via an ADI outside broadcast crew on our iFLY 25 which has been resident alongside the main stage for the past two years’ events.

iFLY at the Gaydar Stage

Two further iCONIC 12 screens feature in Sackville Gardens, which lies at the heart of Manchester’s LGBT community and has more of a chilled vibe. As well as providing visuals and programming the iCONIC 12s broadcast Saturday’s parade live and also streamed headline acts from the Gaydar Arena for those who wanted to enjoy the music in a more relaxed environment!

LONDON PRIDE

With a procession throughout the centre of London followed by a big party in Trafalgar Square, London Pride is the culmination of a fortnight of festivities in England’s capital city. Funding issues in a difficult economic climate meant a somewhat scaleddown event for 2012, with only last-minute planning ensuring the event went ahead. Whilst it meant some of the satellite events in Soho didn’t take place and the parade was without floats, still the carnival atmosphere pervaded the streets of London as hundreds of thousands joined in with the celebrations and an estimated 25,000 took part in the parade, more than making up for the absence of floats! As in the previous year’s event, one of our iCONIC 60 screens has featured at the Trafalgar Square main event, along with a 3 camera broadcast crew. With a line-up presented by Gok Wan and featuring Boy George and R&B singer Deborah Cox, our screen and broadcast crew helped entertain the thousands of people in Trafalgar Square.

QUICKFACTS :: History of Pride With its history stretching back to 1969, the Pride Festival has much darker origins than the colourful celebration of LGBT culture we see on our city streets in modern events. Whilst the 60s are looked back on fondly as a decade of liberation and freedom, these liberties were not extended to the gay community; for them it was a decade of persecution, exclusion and – often violent – oppression. The 1969 march in New York wasn’t an organised event, but an uprising against the New York City Police’s treatment of patrons at the Stonewall Inn a well-known gay bar in the city. The uprising turned into a six day long riot involving well over a thousand people and was the defining moment in the establishing of the modern gay rights movement not just in the US, but across the globe. The following year saw marches take place in a number of cities across the US to commemorate the event, and by 1971 these had spread internationally to include London, Paris, West Berlin and Stockholm, with more people marching at more events each year. By the 80s and 90s, driven by a more liberal and accepting public perception, the emphasis of the annual marches had shifted towards a more celebratory agenda and saw the birth of the “Gay Pride” philosophy. The rainbow flag became the community symbol, and the events became more famous for their lavish and colourful parades than rallying against oppression. Today, thousands of Pride events take place in towns and cities across the world and are a far cry from their anti-establishment beginnings. Whilst they still seek to highlight issues faced by the LGBT community, they now promote a more mainstream celebration of the LGBT culture, education and inclusion in a more modern and moderate society.

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FAMILY POR

We get most of our iCONIC screens to an airfield for one

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RTRAIT

e hell of a family portrait!

Smile Please! So many of our competitors claim to have “one of the country’s largest fleets of mobile LED screens”; for most of them, that means they have maybe three or four screens. On the other hand, we actually do have the country’s (quite possibly the world’s!) largest fleet of mobile LED screens – so what better way to show them off than to get them all together for a family portrait shoot! This year, our fleet did over 3,000 days of screen rental, so – as you can imagine – finding a day in the busy calendar where they were all free was no mean feat! Unfortunately a few of them had other comittments, but we have at least managed to gather 21 of them together on a disused airfield over a couple of windy, rainy and occasionally sunny days in October for the mother of all family portraits… See over for some behind the scenes pics and info on how we made this shot...

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FAMILY PORTRAIT A look behind the scenes at how we planned the mother of all family portraits

21 screens made it to the shoot

Planning this wasn’t an easy job... Whilst our iCONICs are pretty quick to setup, you don’t really get the chance to say “just squeeze together a bit” when you look down the lens. We needed to be sure that we had a pretty good idea of where each and every screen was going to sit in the shot and that once we’d positioned each screen we weren’t going to have to move it!

The plan below... looks pleasingly like the end result!

We used a fair bit of 3D modelling in the weeks leading up to the shoot and ended up with a shot that spanned some 100m in width, but that we were fairly sure was going to work – now we just needed to actually get the screens into the positions we had planned. Cue a very long tape measure, a fair bit of chalk and a lot of waving arms to get the screens into position…! A few trips up the cherry picker and hundreds of shots on a superwide lens later we had our family portrait. We’re pretty happy with how it came out! As well as the stills cameras, we also brought along a crew from of our in-house Production department to make a film – you can see a behind the scenes special in glorious HD at www.adi.tv/familyportrait

Checking levels

Just the place to be on a windy day!

Arriving...

Measuring up

Finding a dry patch (under the arm of the cherry picker)

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WATER RACE!

ADI screens entertain huge crowds for most dramatic Boat Race in history Double-sided screens means the iCONIC 15 entertains twice as many

One of the oldest sporting events in the world, the annual race up the Thames between Oxford and Cambridge is a unique sporting event between the world’s most famous and revered universities. With a history stretching back to a challenge between two friends from the opposing universities nearly 200 years ago, 2012 saw the 158th running of this historic race and it proved to be one of the most eventful yet! This was the third consecutive year as official LED screen supplier to the event for ADI and again saw us providing screens to entertain fans along the banks of the Thames. The race attracts crowds of hundreds of thousands and our screens are located in the busiest viewing areas along the course, with a modular screen facing across the Thames at the start line at Putney Bridge, plus two iCONIC 15+ screens – one in Putney’s Bishop’s Park and the other in Furnivall Gardens, which was further along the course, next to Hammersmith Bridge, as well as a number of convenient pubs! Our screens ran a feed of the BBC’s live coverage and 2012 will go down in history as one of the most memorable in history. The race was shaping up to be one of the closest in recent times before it was brought to a juddering halt by assistant umpire Matthew Pinsent, as a swimming protestor swam into the path of the both, narrowing escaping decapitation from the crews’ oars! These unprecedented scenes saw the race stopped before restarting around 20 minutes later, but the drama continued. It had only been under way a few minutes before the next major incident – as the two teams got perilously close to each other, a clash of oars left Oxford worse off as they lost a blade, leaving them an oar down and effectively out of the race.

QUICKFACTS :: iCONIC 15 The Boat Race is the kind of event our iCONIC 15 screens were designed for. With two back-to-back screens, each with its own PA system, they can be placed in the centre of the crowds, giving near 360º viewing angles and giving the organisers two screens for the price of one.

Cambridge won comfortably in the end, but the drama wasn’t quite over as the huge effort in trying to keep up with them saw one of Oxford’s oar men collapse as they crossed the line – fortunately he regained consciousness a short while later and recovered fully. We look forward to returning for another exciting race in 2013 – although perhaps not quite as eventful as this year’s one!

ADI’s iCONIC 100+ screens formed integral parts of modern interpretations of this most historic of stories.

With roots stretching back to medieval times, Passion plays began as a means to communicate the Gospel to a mostly illiterate general public, telling the story of the physical, spiritual and mental suffering of Christ in the days leading up to his crucifixion.

PRESTON PASSION

The plays have become a traditional part of Lent in many Christian denominations, and have gained huge popularity in recent years, thanks in no small part to Mel Gibson’s infamous Passion of the Christ film in 2004. Today, the tradition is still strong, and Easter weekend sees thousands of Passion plays taking place across the globe. Two of the most prominent British plays took place in London and Preston, with ADI’s giant iCONIC 100+ screens playing key roles.

TRAFALGAR SQUARE PASSION Surely the most exciting thing ever to happen at Preston’s bus station...

The location of the North West town’s iconic bus station set the tone for this most contemporary of interpretations of the Passion story, which drew crowds of thousands and audiences of millions thanks to its live BBC One broadcast on Good Friday. The play combined live performance, music and pre-recorded video in a modern interpretation that intertwined the biblical story with the real lives of the people of Preston through history and today. ADI’s giant iCONIC 100+ screen played a key role in the production, playing out both the pre-recorded video segments as well as live coverage via a feed from the BBC’s on-site cameras.

Dramatic scenes in Trafalgar Square

Meanwhile, a few hundreds miles south, another Passion play was taking place in London’s Trafalgar Square, featuring another of ADI’s iCONIC 100+ screens. The Trafalgar Square enactment involved over 70 actors, plus a donkey on which Jesus made his entrance. Without a defined stage, the play was performed throughout the audience gathered in the historic square, with the main focal point of the cross erected in front of the famous Nelson’s Column. Although more traditional in flavour to than the Preston Passion, there were a couple of concessions to modern times, with microphones and ADI’s huge screen enabling the crowds of tens of thousands to fully enjoy and appreciate this most powerful of plays.

Council / Civic Events

PASSIONATE ABOUT EASTER

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EXPERIENTIAL IS EVERYTHING One of our biggest growing markets in recent years has been the experiential sector. As brands look for ever-more inventive ways in which to communicate with their customers, LED screens are an ideal, high impact platform to engage crowds on a visual and visceral level. A number of our screens have been designed with the experiential market in mind, and our iCONIC 15 screens prove particularly popular, with back-to-back screens, built in PA systems and the ability to be fully branded making them

ideal for promoting products and brands to as many people as possible. Our new + screens have further upped the ante, with high resolution screens slashing viewing distances and meaning the public can get even closer to the action.

Experiential

Wii LOVE RUGBY

Wii Party for the Investec Autumn International Series

iCONIC 15 helps with series of Wii promotions at Twickenham Stadium

Sports

One of our iCONIC 15 mobile LED screens formed a stunning centrepiece for a Nintendo Wii promotion at Twickenham Stadium for Experiential Agency BD Network. The promotion took place over six dates during the course of the RBS Six Nations and Investec Autumn International series, running throughout the day for every England home match at Twickenham Stadium. The promotion took place in the Fan Village in the West Car Park of the stadium – an area for fans to congregate before and after the match and enjoy a few drinks and entertainment and soak up the match-day atmosphere! For each match, ADI arrived onsite early in the morning; quickly setting up the iCONIC 15 which was adorned with a Nintendo promotional box on its roof before the promotional marquees and branding were built around it.

Mario Sports Mix for RBS Six Nations

The promotional area featured a central seating space flanked by marquees containing a number of Wiis for people to play on. The iCONIC 15 took a feed from one of these, which was played out live on both screens on the iCONIC 15, along with audio played through the onboard PA system. With back-to-back screens, the iCONIC 15 has near 360º viewing angles, which added incredible impact to the promotion and drew attention from all sides. Every half hour the content was switched to a one minute DVD advert for the game being promoted (Wii Party for the Investec Autumn International Series and Mario Sports Mix during the RBS Six Nations matches).

Experiential

VIRGIN RACING

Whilst tens of thousands roughed it in the waterlogged fields around Silverstone for the 2011 British Formula One Grand Prix, a short drive away at Stowe School a far more civilised camping experience was to be had…

Sports

The Marussia Virgin Racing Weekend was “glamping” at its finest. The lucky few who had either won or paid for tickets were treated to exclusive camping in beautiful bell tents, catering from Jamie Oliver’s Fabulous Feasts, live music from some of the country’s best up-and-coming bands, hot showers, plentiful bathroom facilities, F1 and supercar displays, free transfers to and from the Silverstone Circuit and additional entertainment from an ADI iCONIC 25 screen. Setup next to the stage, our screen showed live coverage and highlights from the action at Silverstone along with promotional content and Formula One based entertainment such as the thrilling Senna movie.

Ideally, that parasol should be sheltering them from the sun, not the rain

Organised by Itch Ltd fof the Marussia Racing Team - of which Virgin are a major sponsor – the event took place at Stowe not only because of its close proximity to Silverstone, but also Definitely beats because of Richard Branson’s close standing in the rain links to the school that he attended as a child. Ticket sales included a 5% donation to the Branson Scholarship Scheme which provides children from disadvantaged backgrounds the chance to study at the famous school.

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SPOTS VS STRIPES As a major sponsor of the 2012 London Olympics and Paralympics, Cadbury’s have sought to maximise their sponsorship value through a series of promotions and experiential activities. The brand’s Spots and Stripes campaign was an incredibly ambitious promotion, unlike anything seen before, with a noble cause to get people playing more games! Beginning two years prior to the Games opening the public were invited to choose a side – Spots or Stripes – which were pitted against each other in thousands of games, with the focus on participation and fun! The campaign took in multiple channels, including social media, television, print, community programmes and events, which is where ADI and our iCONIC mobile screens came in. The Spots and Stripes tour visited a number of major events and festivals over summer 2011, promoting their “Minute to Win it” games, which invited members of the public to take part in crazy challenges, all of which needed to be completed in – you guessed it – a minute! The tour took in a number of locations, including the Relentless Boardmasters, Wakestock, The Thames Festival and the Freeze Festival, with participants given the chance to win great prizes, including tickets for the following summer’s Olympics. It also helped to promote the brand new Spots v Stripes Minute to Win It games show, which aired concurrently on ITV2. At each event, our screens were used not only to promote the activities, but to broadcast live content and act as countdown clocks throughout each challenge. To fit in with the impressive set, the trailer was branded with a full wrapped Spots v Stripes banner.

Bouncing pencils into mugs!

Spots v Stripes was a perfect example of an experiential campaign providing value not just in terms of hard sales but in participation and value to the community. Over 120,000 people took part in some 1,800 events, rising to over 900,000 including spectators. As a result 83 per cent of participants said that they were now more likely to get involved in community activities because of the campaign and 49 per cent would get involved in sports.

QUICKPICS :: Photos from other Experiential Campaigns

MERCEDES BENZ WORLD FAMILY FUN DAY

BEN & JERRY’S SUMMER SUNDAE

DESIGUAL KISS TOUR

Vodafone customers watch qualifying

ADI were contracted by Ignite to supply an iCONIC 12 to the special VIP Fan Zone in Albert Square, an exclusive area open to Vodafone customers and their friends, featuring an interactive F1 experience. Visitors got to try their hand at changing a Formula One car tyre in the pit stop area and to get behind the wheel either in a go kart on the bespoke track or in the Vodafone McLaren F1 simulator. Throughout the event, the iCONIC 12 played out promotional material as well as live action from the Belgian Grand Prix which was taking place that weekend. Undoubtedly the highlight of the weekend was Monday’s guest appearance of Jenson Button – fresh from his podium finish at Spa Francorchamps – who treated the crowd to a very special display in the his Vodafone McLaren Mercedes F1 car as he drove it through the streets of central Manchester, obviously throwing in a few donuts for good measure!

Jenson tears down Deansgate

Sports

As main sponsors of the Vodafone McLaren Mercedes Formula One team, Vodafone brought F1 to the streets of Manchester with the Vodafone VIP Live event – a three day celebration of the sport taking place in the city centre, which also promoted Vodafone’s VIP customer reward scheme.

Experiential

VODAFONE BRING MCLAREN TO MANCHESTER

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EXPERIENTIAL WITH WINGS If you wanted to write a case study on successful and innovative branding and sponsorship, then you wouldn’t want to look much further than energy drink Red Bull. The brand dominates the energy drink market, with a strategy driven by comprehensive sponsorship and endorsement of a wide range of extreme and alternative sports and athletes, targeting not only the sports’ superstars but also providing support at grass roots level. With their strategy firmly based around participation and involvement, Red Bull recognise that sponsorship and experiential activity isn’t a loss leader, but a key driver of markets and consequently sales. We’ve provided our screens for a number of their events over the years, and last year worked on three quite different events in British cities.

Experiential

RED BULL SPEED JAM RED BULL HOME RUN

Sports

Red Bull’s Speed Jam took over the streets and skies of Cardiff’s city centre, bringing high octane thrills from some of the brand’s leading motorsports teams and drivers. In a smart piece of experiential promotion, tickets for this free special event were available by ballot to those who had played the Red Bull Kart Fighter online and iPhone game, or entered a unique code found under the ring pull of promotional cans of Red Bull.

Since entering the pinnacle of motorsport racing in 2004, Red Bull Racing have made an incredible impact in Formula One in a short space of time. Mark Webber chats with Jake

I think we’ve forgotten the wheels

The lucky ticket winners were treated to a tremendous show led by Mark Webber and the reigning Formula 1 world champions Red Bull Racing and Daniel Ricciardo in the Red Bull Nascar, plus the amazing aerial acrobats of the Red Bull Matadors, and a special motorbike display from world renowned stunt rider Chris Pfeiffer. Speed Jam also featured the semi Two of our iCONIC 15s finals and finals of the Red Bull Kart Fight – a nationwide contest to find the UK’s best amateur karter which took place on a specially designed track throughout the streets of Cardiff. We provided Innovision with a number of our smaller screens (an iCONIC 25 and two 15s) for this awesome event, which were positioned along the course and helped keep the large crowds entertained throughout the day.

Experiential

RED BULL RAPIDS

Britain’s first Red Bull Rapids event took place at the National Watersports Centre, Holme Pierrepoint, Nottingam last September, with an ADI iCONIC 25 on the shore to enhance the spectator experience.

By 2010, the team had its first drivers’ champion in Sebastian Vettel as well as taking the constructors’ champion title They were to repeat that double success in a dominant 2011 display, in one of the most one-sided seasons of the past decade. With their base in Milton Keynes, the team wanted to thank the town for its incredible support, and what better way to do so than by bringing its stars to the city streets?

iCONIC 25 on Midsummer Boulevard

You don’t see these driving

This huge free event was open through Milton Keynes very often to all, and crowds of over 60,000 packed the centre for an afternoon of incredible entertainment, featuring F1 displays from the two victorious drivers Vettel and Mark Webber as well as a David Coulthard in a Nascar and live interviews with Team Principle Christian Horner and the team’s Chief Designer Adrian Newey from host Jake Humphrey. With such huge crowds, LED screens were a vital cog for this event, not only in terms of entertaining fans, but also in crowd management and ensuring their safety. We supplied 5 screens through Whisper Films for this event, with varying sizes to suit the location they were positioned, with larger iCONIC 100s and a 40 placed along the Midsummer Boulevard “race track” and smaller iCONIC 15 and 25s throughout other viewing areas in the city centre. This slightly insane event invited the clever and courageous to design and build their very own home made boat which they then had to navigate through the lively waters of Holme Pierrepoint – usually used for white water rafting and advanced canoeing!

Sports

24 crews piloted crafts ranging from a lego inspired boat to a giant rubber duck down 500metres of grade 3 rapids. Those whose boats hadn’t sunk were then marked by judges for criteria including the creativity of their craft before a final time was calculated. Needless to say, the British weather was absolutely as you’d expect for an event such as this: wet and miserable. That didn’t stop some pretty large crowds coming to cheer the intrepid rafters on and our iCONIC 25 played out live coverage of the event as well as graphics and scores to keep everyone up to date with the competition leaderboard.

iCONIC 100

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STARS OUT FOR SPORTS INDUSTRY AWARDS

The stars came out at Battersea for The Sport Industry Awards and ADI’s brand new iCONIC 15+ screens were there to greet them. The Sky ladies arrive

Sports

Held at the Battersea Evolution event space in London, the star-studded ceremony is attended by 1,750 key members from the world of sport. Sporting greats such as Denise Lewis, Colin Jackson and Michael Johnson rubbed shoulders with celebrities including Jamie Oliver, Rick Edwards and Jodie Kidd, as well as some of the most influential people from the world of sports marketing and sponsorship. Located on either side of Evolution’s red carpet entrance, ADI’s high resolution screens provided a stunning welcome to the evening’s guests. Content came in the form of a specially commissioned programme from Sport Industry Group featuring powerful and emotive video of some of the year’s greatest sporting moments. Inside Evolution, the awards ceremony was hosted by rugby legend Martin Bayfield. Obviously in such a momentous year, much of the focus turned to the forthcoming London Olympics 2012, where the global spotlight turned to UK sport. Bayfield was ably assisted by a number of sports and television stars, not least Keith Lemon who shared the stage – not to mention his unwelcome affections – with Sky’s Kirsty Gallacher… As the award winners and other guests partied late into the night, ADI’s screens continued to play content throughout the evening, eventually providing entertainment for the taxi queue as the night came to an end!

Entertainment in the taxi queue

Exhibitions

TOP GEAR LIVE With an estimated 350 million viewers across 170 countries per week, Top Gear stakes a claim as one of the world’s most popular and successful programmes.

The series has spawned countless spin-offs, not just as Russian, Australian, US and even South Korean versions of the show, but also in the form of Top Gear Live, a global tour that stopped off in Birmingham’s NEC and London Excel. Featuring an exhibition space (including some of the most famous cars to appear on the show and even a Cool Wall), an indoor race track and a live arena where Jeremy, James and Richard hold court, Top Gear Live gives visitors the chance to get inside the crazy minds of the show’s presenters and treats them to a host of high octane thrills and insane stunts.

High octance thrills with the latest rally cars...

...as well as some classics of yesteryear

ADI provided a brace of screens for each of the UK events, with an iCONIC 100+ and iCONIC 15 both located in the indoor race track. The track was designed by Group Lotus Motorsport – who were responsible for the original Top Gear test track – and ticket holders were treated to head to head races from some of the world’s leading drivers, a lesson in how to drive a car on two wheels from stunt driver Paul Swift and – of course – Top Gear’s infamous Star in a Reasonably Priced Car, where celebrities including Mark Cavendish, Chris Evans and Rupert Grinch pitted their skills against each other.

Experiential

With its irreverent look at motoring news, passion for horsepower and famed distrust of caravanners, Top Gear’s audience stretches far beyond its Sunday evening BBC 2 slot.

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IN THE ZONE AT TWICKENHAM The modern sporting occasion is about so much more than what happens on the pitch, focusing on the whole matchday experience for fans - with giant LED screens playing a vital role in audience entertainment throughout the day. Rugby in particular has embraced the fanzone concept, and major matches at Twickenham Stadium sees areas outside of the venue turned into giant fanzones, where fans are encouraged to arrive early and stay late and ensuring that – whether their team wins or loses – they have a memorable experience! The home of English Rugby Union, Twickenham stadium has seen huge investment over the last decade to extensively modernise the stadium into a truly world-class venue.

But the RFU haven’t just confined their efforts inside the stadium – for each match the west car park is transformed into a huge “fan village”, with fun, family entertainment to encourage the 82,000 fans to arrive early and soak up the atmosphere. ADI’s screens have been used at a number of different rugby competitions at Twickenham and in a number of capacities. As well as ensuring a memorable experience for fans, the fan village brings in extra revenue as fans arrive early and stay late, choosing to eat and drink at the stadium rather than elsewhere.

Sports

AVIVA PREMIERSHIP

Experiential

ESPN broadcast live from outside Twickenham

For last year’s Aviva Premiership Final and this season’s opening Twickenham Double Header event, sponsors and broadcasters ESPN broadcasted live from Twickenham, via a portable studio located at the foot of ADI’s giant iCONIC 100+ screen, which was covered with an ESPN banner for further brand promotion. Pre-match the screen showed a mixture of live broadcast from EPSN’s studio and its commercial partners mixed with preproduced atmosphere heightening content and graphics, all of which was mixed from the 100+’s onboard production suite, helping to save both money and space.

Sports

HEINEKEN CUP FINAL

Experiential

Incredible atmosphere from the Irish fans

With two Irish clubs – Ulster and Leinster – competing in 2012’s final at Twickenham, sell-out crowds were expected and the fanzone was enlarged accordingly. Tens of thousands arrived early in the day, to enjoy the hospitality and entertainment, with a stage set up for live music and an additional iCONIC 25+ joining the iCONIC 100+ in the European Champions Village.

As well as the iCONIC 100+, the fanzone also featured a 25+

Sports

RBS SIX NATIONS

Experiential

The famous annual competition sees England, Scotland, Ireland, Wales, France and Italy battle it out for the honour of being the top northern hemisphere nation, attracting massive sell-out crowds for every match. With three matches taking place each weekend, our iCONIC 40 was used at Twickenham to show the day’s earlier match live to the fans, encouraging them to come enjoy the atmosphere and hospitality of the fanzone rather than watch in a pub or at home, with the fanzone’s Guinness Bar proving particularly popular amongst punters! The screen was turned off during the England match, but once the final whistle had gone, match highlights were shown to entertain fans who stayed at the fan zone for an extra pint or pie…

The pinnacle of European club rugby, The Heineken Cup Final sees Europe’s leading clubs compete in a knock-out competition to be crowned champions of Europe.

The screens played an important role in the build up to the final, playing out highlights of previous matches in the competition, live broadcasters’ coverage as well as live content of the crowds via an on-site cameraman.

Guinness and rugby on the big screen a great way to warm up for the match!

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PARFECT SOLUTIONS The oldest of the four major championships in golf, The Open takes place at one of nine links courses throughout the UK each year. This year’s champion took home a purse of some £900,000 – dwarfing the original prize money of nothing when the tournament first started in 1860 (rising to a whopping £10 three years later!) – but of more importance is the chance to hold the famous and most coveted Claret Jug Trophy for a year.

An iCONIC 60 entertains the crowds in the Tented Village hospitality area

ADI have supplied screens for this most historic of sporting occasions for the last four years. LED screens play an increasingly important role in sports such as these that take place over a large area, by allowing spectators to keep up to date with everything that’s going on around the course. ADI supply a number of screens around the course, which are located in hospitality areas, allowing fans to sit back, relax, enjoy a drink and some food and watch the live BBC coverage. As well as entertaining the fans, they are a great revenue generator for the organisers by encouraging food and drink sales both throughout the four day tournament and also in the practice rounds leading up to it. With a seaside links location for each year’s tournament, the course weather can get pretty hairy! Our iCONIC 60 screens are chosen for that very reason, and can operate in pretty much any wind conditions that the gods can throw at them! In fact, back in 2009 play had to be stopped because the balls on the green kept moving of their own accord, but that didn’t mean we had to lower our iCONIC 60 screens on-course…

One side of the iCONIC 15+ broadcast live coverage...

...whilst the other featured a live leaderboard

This year saw us provide a number of our + screens for the first time, with an iCONIC 15+ and 25+ making the journey to Lytham St Anne’s along with an iCONIC 60 and 40. With back-to-back screens, the iCONIC 15+ formed a unique tool for The Open, by running live video on one side and a full live scoreboard on the reverse, made possible because of its high resolution + screens.

The various screens around the course not only allowed people to keep up with the action...

...they also helped increase food and drink sales throughout the tournament

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PREMIERE PRODUCTIONS Movie Premieres

The stars come out for movie premieres, giving ardent fans the chance to meet – or at least catch a glimpse of – their favourite actors. London’s West End is the UK’s preferred choice of location, with Leicester Square a particular favourite, and ADI’s screens have become a staple part of the entertainment for many of these events! We’ve a number of screens that really stand out for movie premieres, not least the iFLY 25. Its incredible reach and manoeuvrability means it can be located high in the air without the need for supporting structures, making it an ideal replacement where flown screens might have been required. Leicester Square is a tight space to operate in – not least during the substantial refurbishments taking place throughout the past couple of years – so our

smaller “urban” iCONIC screens have proven popular, in particular the new + versions, their high resolution screens being ideal for the closely packed crowds in the square. They also allow more content to appear on-screen – the premiere of Snow White and the Huntsman featured a live on-screen Twitter feed on the iCONIC 25+, helping to generate buzz and extra interaction at the event.

iFLY 25 at Jonny English Reborn launch

iCONIC 25+ displays video and live tweets at premiere of Snow White and the Huntsman

Movie Premieres

TOTAL RECALL

Our iFLY 25 was one of the star attractions of the Leicester Square premiere for the 2012 redux of the 1990 Arnie classic in an event organised by Premier PR.

One of our iCONIC 15+ screens was located in the newly developed Leicester Square for the London premiere of the epic Russian Love Story in - another Premier PR event.

The iFLY shared the limelight with stars of the movie including Irish badboy Colin Farrell and the delectable Kate Beckinsdale, and was used to playout both live and pre-recorded footage as well as a live twitter feed showing #TotalRecall hashtagged messages.

Our screen was positioned at the end of the red carpet which had been transformed with chandeliers to give it the appearance of opulent 19th century Russia and played host to a number of stars including Keira Knightly, Jude Law and Benedict Cumberbatch.

Sports

RACING SCREEN As the official large screen supplier to almost every race course in the UK, last year we provided screens for hundreds of days of racing. The courses and events we supply vary hugely, with everything from single screens for small meets with just a few hundred people, to 14 screen solutions for some of the world’s most renowned sporting occasions such as Royal Ascot, The Cheltenham Festival and The John Smith’s Grand National.

Royal Ascot

iCONIC 15+ screens around Ascot’s Parade Ring entertain thousands behind the Grandstand

ANNA KARENINA

images It’s not just Leicester Square that hosts movie premieres - our screens have featured at movie events in loads of other locations, including a Glaswegian brewery!

Marking 100 years since the most famous and disastrous maiden voyage in history, the re-issue of James Cameron’s 1997 blockbuster Titanic in 3D brought the stars out to the premiere, which took place at London’s historic Royal Albert Hall. ADI provided two of our high resolution + screens for the event – with an iCONIC 100+ at the end of the red carpet and a smaller iCONIC 25+ further along. The event was hosted by Alex Zane and content included live red carpet interviews with celebrities and stars, including Kate Winslet and Billy Zane as well as with James Cameron, interspersed with never before seen footage from

Hosted in Glasgow’s Wellpark Brewery, this was an unusual movie screening location for an unusual movie!

iCONIC 100+ at the end of the red carpet

The intimate affair took place in a marquee at the home of the famous Scottish lager, using an iCONIC 15 to playout the movie, which was obviously enjoyed by all with a pint or two of Tennants!

Alex Zane interviews Kate Winslet - shown live on iCONIC 25+ behind

The iCONIC 15 was branded with Tennants logos

Best enjoyed with a pint or two of Tennants!

Experiential

You Instead is a free-wheeling, rock ‘n’ roll comedy set against an unforgettable lost weekend at a music festival; Scotland’s largest music festival in fact: T in the Park. The film was shot at the 2012 festival which is famously sponsored by Tennants, who put the T into T in the Park and the screening was the chance for 150 lucky fans to see the movie before it went on general release.

the film. As well as entertaining the thousands at the event via ADI’s screens, the show was also netcasted to a global audience via a dedicated website.

Movie Premieres

YOU INSTEAD

Movie Premieres

TITANIC IN 3D PREMIERE – THE ROYAL ALBERT HALL

Tote sponsored iCONIC 12 at Aintree

One of our screens entertains at the Cheltenham Festival Guinness Village...

Branded iCONIC 15 at Chester Races Additional screens at The Grand National as Everton took on Liverpool in the FA Cup semi-final

...and one of our iCONIC 60s out on the Cheltenham course

Parade ring screen at Punchestown Festival - the biggest meet of the Irish National Hunt Season

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GREAT EVENTS ADI are proud to be long term supplier to some of the UK’s leading mass participation sporting events. The Bupa Great North and Manchester Runs have become major dates on the UK athletics calendar, providing the chance for tens of thousands of members of the public to test themselves on the same course as a host of elite athletes. Organised and run by Nova International, both receive

significant coverage from the BBC, especially since the introduction of the Great CityGames events on each weekend, which sees a field of international athletes compete in track and field events in iconic locations in the cities.

ADI’s screens play a major part in both the Great Manchester and North weekends, with a dual role to provide information to entrants and entertain and manage the huge crowds of spectators that line the streets.

BUPA GREAT MANCHESTER RUN Taking place on a Sunday in May, The Powerade Great CityGames and Bupa Great Manchester Run see the North West’s leading city streets taken over by thousands of athletes, both amateur and professional. With huge crowds – not to mention over 38,000 athletes – crowding the city centre, our screens form an important source of entertainment and information.

Bupa Great Manchester Run Starting the day bright and early was The Bupa Great Manchester Run, with the first wave of runners lining up on Portland street from 9am ready to begin the 10km course. With two screens positioned at spectator points in the Charity Village at Manchester Central (one inside, one outside), an ADI camera crew was on hand at the start line to relay live footage onto screens, which was mixed in with the BBC’s extensive coverage throughout the race as well as footage from another ADI crew at the finish line. This year’s race featured an incredibly strong male Elite Athletes field, with World marathon holder Patrick Makau Musyoki lining up alongside 2010 London Marathon winner Tsegay Kebede and Stephen Kiprotich, who would go on to win the 2012 Olympic Marathon. However, they were left trailing the legendary Haile Gebrselassie, the evergreen 39 year old winning his fifth Great Manchester Run and setting a time that equalled his previous course record three years ago. With the final wave of runners getting underway by 12.30pm, one of ADI’s broadcast team moved from the startline to Deansgate, ready to cover the afternoon’s next major sporting event, The Powerade Great CityGames.

iCONIC 15 at the end of the specially laid running track

Powerade Great CityGames With a special 200m setup on the city’s famous Deansgate street, the Powerade Great CityGames is a truly unique event that brings world class athletes to the city streets. Setup begins days before to lay the IAAF approved track which has played host to some of the world’s fastest athletes over the past four years of competition, with Usain Bolt setting a new world’s best of just 14.35s for the straight 150m sprint, before Tyson Gay set a new world record for the straight 200m, beating the previous 44 year old mark. This year, the women stole the headlines, with US star Sanya Richards-Ross setting a blistering 200m time and British favourite Jessica Ennis setting the pace in the 100m hurdles and beating the 2008 Olympic champion in the process! ADI’s mobile LED screens were located at either end of the four lane track, with the unique double-sided iCONIC 15 just behind the start. To compliment it, the larger iCONIC 25 could be seen by the finish line - allowing spectators to get the best view of the action as it unfolded, and in close run races see every detail of the photo finishes! Trackside interviews were possible through a wireless ADI camera, while a cabled camera was stationed by the finish – a Portable Production Unit was also onsite to manage the feeds. In addition to screening a live feed from ADI cameras, the iCONIC screens played out a mixture of BBC coverage, pre-produced graphics and statistics to the crowds. Meanwhile, a short distance away in Albert Square, the accompanying pole vault competition was taking place. Prior to the starting time of 3.15pm – and with most of the Great Manchester Run athletes now finished – one of the iCONIC screens from the Charity Village had moved to Albert Square to provide coverage of the event to the onlookers. Further spectators gathered at Spinningfields’ Hardman Square, which is host to a permanently installed ADI screen, which played out live BBC coverage throughout the day. Jessica Ennis, always happy to meet fans

Friends and families watch runners on iCONIC 15 outside Charity Village

ADI OB team

Spinningfields screen also showed live BBC coverage

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BUPA GREAT NORTH RUN WEEKEND Having initially supplied a single screen to the Great North Run in 2004, the size and scale of ADI’s solution has grown year on year. The most recent weekend of events featured 14 of our iCONIC screens as well as a number of ADI outside broadcast teams around the city. This is the type of event where mobile screens are essential. With a number of different disciplines taking place over the weekend (including the Great CityGames and Junior and Mini Great North Runs on the Saturday, before Sunday’s Bupa Great North Run), our iCONIC screens are able to easily be moved to different locations around the city, giving incredible flexibility for the organisers.

Finding that running 13.1 miles just isn’t enough of a challenge any more? Then why not be like ‘Tony the Fridge’ and strap a 40kg fridge to your back...

Great North CityGames and Junior & Mini Great North Run Now in its fifth year the Great North CityGames have become a highlight of this sport packed weekend, with Team GB and NI athletes going head to head with their USA counterparts on a purpose built track at Gateshead’s Quayside. Thousands attended the event on Saturday 15th September, which saw man of the moment Mo Farah participate in a two mile international guest race. The iFLY 25 got its first outing at the Great North CityGames in 2010

Bupa Great North Run

Our iFLY 25 was in its usual position at one end of the track, while an iCONIC 60 was positioned nearby, both screening live BBC feeds of the athletic action. Just a hop, skip and a jump across the Tyne over on the Newcastle Quayside the long jump competition of the City Games took place, with Olympic gold medallist Greg Rutherford drawing the crowds who could also watch on an iCONIC 12 screen by the staging area. Over on the Newcastle Quayside the newly added 5km run and the UK’s most popular children’s running races also took place - with a mini 1.5km circuit for under 9s and a 4km route for Juniors. The largest and highest resolution mobile LED screen, the iCONIC 100+, was situated on the open area by the Law Courts, between the start and finish lines, screening live BBC footage in spectacular quality – in addition to a feed from an ADI camera that captured the young runners and City Games athletes competing. The pole vault competition, beautifully framed by two ADI screens

The premier event in the Great Run series took place on the Sunday, with around 60,000 runners making their way over the start line, which was situated north of Newcastle city centre. A quartet of iCONIC screens were positioned at the start’s staging area -located on the specially closed A167 into the city. A double-sided iCONIC 15, two iCONIC 100s and an iCONIC 60 allowed spectators to spot friends and loved ones in the sea of runners that made their way through the 1km long assembly area - and ensured everyone could enjoy watching start line interviews and warm-ups. In order to ensure that audio and visual content for all four screens were in sync, the ADI team created a video delay for the first year. To further enhance the solution, we supplied a microwave linked camera (with operator) specifically for the start line. With no cables to worry about our cameraman was able to go up in a cherry picker to capture some great footage of the motivating warm-up instructor, followed by a host of honorary starters that included gold medal winners Mo Farah, Greg Rutherford, boxer Nicola Adams and swimmer Ellie Simmonds – who were broadcast onto the big screens for everyone to see.

As weary runners reached the 10 mile marker in South Shields the Bupa Boost Zone was on hand to give them an extra push towards the finish. An iCONIC 25 was integrated into this ‘wall of sound’ which featured live music, cheerleaders and refreshments. The coastal town also hosted the finish, with two ADI cameras and an iCONIC 60 stationed near the line – where it displayed safety information and directions for the triumphant runners, while also screening BBC coverage and feeds from the ADI cameras. A further iCONIC 100+ was placed by the Finisher’s Marquee at Gypsies Green which provided all manner of post run chill-out ranging from refreshments and live entertainment to post-race massage, helping soothe the abundance of aching limbs! A smaller iCONIC 12 could also be seen by the Powerade tent in the Charity Village. People visiting the centre of Newcastle over the weekend could also enjoy watching all the sporting events thanks to a large 25m² modular LED screen, installed by ADI at Grey’s Monument back in May. The screen was the key element in creating ‘Monument Live’, which has attracted thousands of people during the summer with its live broadcasts of Euro 2012, Wimbledon, the Olympics and Paralympics.

Olympic heros offer some inspiration to runners at the start

IN PICTURES...

One of our iCONIC 100+ screens keeps everyone involved in the action at this year’s Veuve Clicquot Gold Cup Final This most exclusive of events is the highlight of the polo calendar and attracts only the most desirable of guests, as a throng of celebrities, aristocrats and the odd polo lover descend upon Cowdray Park in Sussex. Finding out who actually won the match is proving to be difficult, but I can tell you that guests included Katherine Jenkins, Henry Holland, Tiny Tempah and Jodie Kidd and that they all looked fabulous.

A wet day at the spa... Some pretty miserable weather for the Formula One Belgian Grand Prix. Fernando doesn’t look too impressed by it all! As for the previous two years races, fans at this most stunning of circuits were able to enjoy the action on the world’s largest mobile LED screens, thanks to a brace of iCONIC 100+’s.

Beating the Retreat An iCONIC 100 looks over Horse Guards Parade for the annual Beating Retreat event. The pageant of military music, precision drill and spirited marches saw 300 musicians, drummers and pipers perform the age old ceremony. Live feeds came from 3 ADI cameras, one of which was positioned on the roof of Horse Guards Arch, providing a dramatic bird’s-eye view for the audience.

Essential Viewing For the past two years we’ve provided one of our iCONIC 25+ screens for the Essential Edinburgh “Under the Stars” outdoor cinema, taking place in the beautiful St. Andrew Square Garden, just off George Street. The event is a prelude to the famous Edinburgh International Film Festival, with a playbill featuring a host of family classic films. Under the Stars is organised by Essential Edinburgh – the city’s central Business Improvement District, which is funded by local businesses. The free event helps to bring in customers to the area, with local businesses also given the opportunity to promote exclusive offers and discounts on screen.

The World Pipe Band Championships in Glasgow - I think those people are enjoying it...

Star Quality ADI provide a full event broadcast solution along with two mobile screens and a flown screen on stage for Newham Council’s Under the Stars extravaganza of free live music.

Champion Screen

Steady Now... The World Archery Championship, taking place in the wonderful setting of Edinburgh’s Princess Street Gardens. With small targets some 70 metres away, our iCONIC 25 ensured the crowd had an uninterrupted view of every shot throughout the competition.

An iCONIC 100 in front of the iconic Wembley arch as the Champions League Final comes to the worldfamous stadium.

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WINNERS!

ADI scoop two trophies at Event Awards

The 2012 Event Awards took place at the Roundhouse in London, with the great and good of the UK’s live event industry gathering to recognise achievements and celebrate what’s been a hugely successful year for the creative, exhibition and experiential sectors. Organised by leading Haymarket title Event Magazine, they are amongst the most prestigious awards in the industry, so we were over the moon over to win the category of Event Industry Supplier of the Year - AV, Production, Lighting, and Technology, but it didn’t stop there! With an exceptional standard of entries across the board we were thrilled to walk away with Event Industry Supplier of the Year - Overall Winner, a real testament to the hardwork, dedication and innovation of the ADI team in the past 12 months.

photo courtesy of www.leothephotographer.co.uk

KEEP IT GREEN Rent One Get One Tree initiative sees 8 football pitches of trees planted in the last twelve months! We’re proud of our position as the UK’s greenest LED screen hire company and our 2009 initiative to helping offset carbon costs is still going strong. Rent One Get One Tree sees us commit to planting a tree for every day one of our iCONIC screens is hired out and this year has seen us plant more trees than ever. In fact, in the past twelve months, we’ve planted a whopping 2,373 trees! That’s enough trees to cover 8 Wembley pitches! Needless to say, with a year as busy as we’ve had, we don’t have time to personally plant those trees ourselves, so that part of the process is entrusted to our offsetting partners, Carbon Clear. Carbon Clear are one of the world’s leading provider of carbon management and offsetting services and, alongside reforestation, provide a wide portfolio of carbon projects that reduce global greenhouse gas emissions and improve livelihoods in the developing world.

Our pioneering Rent One get One Tree initiative - it’s quite simple really!

2,373 trees planted in the last twelve months = an awful lot of football pitches!

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