BT: Beyond Limits brand launch

Smyle breaks records with incredible BT brand launch

  • The Brief

    BT approached Smyle to help them unveil their ambitious new brand, showcasing their huge ambition for BT as a truly global tech player. The launch was to include a live show from a headline artist, alongside an incredible world-first high-tech drone performance, curated and choreographed to tell the story of the new BT brand and the potential it will unlock for the UK, including, for example their ‘Skills for Tomorrow’ programme – a digital skills training programme aimed at helping 10 million people to better connect the UK for the future.

  • The Challenge

    To develop a unique, technology driven launch event, streamed live to the country, to bring to life the new brand identity of one of the country’s most well known businesses – BT – in just 6 weeks time…!

    Smyle partnered with Black Skull Creative and Swiss drone specialists, Verity Studios to collaborate in creating a one off production at Wembley Arena.

    An incredible show was devised to treat a few thousand guests in the room, as well as thousands more at home all around the world tuning into the live online broadcast.

    This was to be an epic World Record Breaking drone experience, with 160 drones performing to a live performance from Jess Glynne.

    The show, hosted by Tess Daly, included a world-first preview of BT’s new brand and ad campaign and a number of wonderful moments integrating local school children from BT’s Skills for Tomorrow programme, who had been invited to code part of the drone show, developing a creative sequence of shapes they felt best represented a bright technology future for the UK..

  • The Results

    Under Smyle’s direction, BT’s Beyond Limits broke the Guinness World Record for most unmanned aerial vehicles airborne, indoor, and controlled simultaneously from a single computer! The footage of the event has been viewed almost 10,000 times on YouTube alone. The client was absolutely delighted we were able to bring a complex set of requirements to fruition in front of a live and broadcast audience – and all with stunning results.