National Grid, Viking Link Launch

We wanted the experience to connect with multiple audiences - it needed to appeal to a general audience as an impressive 'wow' moment, appeal to the shareholders and partners as a platform for business messaging, and appeal to project workers as a celebration of their efforts. Overall, we needed to educate everyone on National Grid's role in making renewable energy viable.

We designed a ceremonial event with immersive imagery, lighting, music and displays. Following speeches from CEOs and key stakeholders, guests were treated to show-stopping content that took viewers on a journey through time. Large-scale imagery projections and surround-sound effects set the stage for the moment of connection.

We created a simultaneous switch-on moment, where those in Denmark were live-linked with those in the UK. We had a real-time synchronised interaction across both countries, with a touchscreen button to launch the interconnector. Once the button had been pressed, a launch video played celebrating both National Grid and Energinet, with messaging that could resonate with both UK and Danish markets. Viking Link was officially live!

We developed an immersive stage design and setup deserving of a ceremonial launch - all lighting, screens and AV had prominent National Grid branding, with several touchpoints to bring the Viking Link colourways to life, including a backlit logo photo opportunity.

Collaborating with the archaeological team, we created the Archaeological Zone, a museum area that exhibited discovered items during the construction of the interconnector in a captivating, educational way. Objects included spearheads, helmets, brooches and pots.

These were accompanied by the History Walls, branded stands that detailed Viking Link and its journey. It featured authentic images from the excavations, the build and execution, as well as detailed explanatory texts. The walls were there to inspire visitors to explore and engage with the work.

Photos courtesy of National Grid