Gillette Lights Up Boston Harbor For The Olympics.


By / / Anyone get to see this in person at the ICA last week? Kinda wish something like this was actually part of the Opening Ceremonies in London… Last Friday, just as the world finished watching the Opening Ceremony of the London 2012 Olympic Games, Procter & Gamble and Gillette staged an event by the Institute of Contemporary Art to wish Team USA a great start to The Olympics. The event was a spectacle of light and water featuring 60-foot holograms of Team USA athletes Tyson Gay launching off the blocks and Ryan Lochte diving into historic Boston Harbor. Set to a soundtrack featuring M83’s “Steve McQueen”, the event officially launched Gillette’s global ‘Get Started’ campaign.