What we did
nhow Hotels wanted to do something ground-breaking to launch their first English hotel so we made history by putting a GIANT, 8-meter-long chameleon on the Truman Brewery chimney!
nhow Hotels came to us to produce and deliver an idea that would promote the opening of their first London hotel. With the hotel being situated in Shoreditch, we immediately thought of utilising the borough’s most iconic landmark in a way that has never been done before.
The Truman Brewery is a grade 2 listed building that has never in history had any structure attached to it! We can proudly say that we are the first to have achieved this, especially considering the manner in which we did so.
The chameleon was a colossal 8 meters long and was attached to the 157ft chimney! Beforehand, we attached the rainbow-coloured reptile to the back of a branded, 18-ton flatbed lorry to take a tour around London. It passed the most iconic locations and caused a stir amongst residents and tourists along the way.
Sketch Events organised the filming and photography of the event. Whilst strapped to the truck, the chameleon was followed on its journey by specialist photographers and videographers on motorbikes who captured both photographs and videos.
Upon its return, the chameleon was then hoisted up off the truck and into the sky using 2 giant cranes that held it in place, whilst our structural engineers ensured that it was secure to the tower.
During the day, our multicoloured chameleon stole the attention of Brick Lane and social media across London. However, it was when the sun set that our chameleon really showed its true colours. Using programmed LEDs, it was able to light up from the inside! We also installed projectors to shine coloured lights and animated graphics onto the chimney’s exterior as well as high powered search lights at the base of the chimney’s interior to shoot a beam of light into the sky out of the top of the tower.
Check out the pictures to see how our chameleon looked day and night.
Sketch Events also promoted the installation with clean graffiti tags and promotional staff. This encouraged passers-by to look at the installation and share pictures of it on social media. On top of that; origami, chameleon-shaped leaflets, designed by us, were handed out on Brick Lane over the course of the installation.
The social media marketing strategy and promotion was handled by ourselves during the course of the live event days. Check out some of the results we achieved, below!
This event gained 40 pieces of press coverage
The final video edit had a coverage of approximately 103.4 million
650 million people reached via press coverage
@nhowlondon’s total follower count rose by 91%
There were 260, user-generated Instagram posts with the #CHANGEnhow (in total, they received over 6 million impressions)