Four activations, each hooking into the next. Inside the Light booth at Energy Summit.
The visitor was photographed on arrival, flew a balloon in virtual reality over Light's generation fleet and, on the way out, received their own photo inside that balloon, created by AI. Then they found their consumption profile on a totem and left the word that sums up energy for them on the big screen.
Inside the Light booth at Energy Summit, nothing stood on its own. Each activation left a hook for the next one. The photo from the entrance only revealed what it was for once the headset came off, and the game and the big screen turned the visit into an answer. People who came for one attraction stayed for the whole journey. The set design was by OTOK, our partner on the activation. The technology, the mechanics and the operation of each experience came from T3i.
On their own, they are four familiar activations. In sequence, they become a story with a beginning and an end, and the visitor figures that out on their own, the moment the photo lands in their hand.
The basket was real wicker, with the logo in neon. In the headset, a guided tour began over Light's generation fleet, with the hydroelectric plants below and audio telling the story of each point along the route. Visitors stepped into the basket and lifted off without leaving the booth.
The capture happened on arrival, at a simple photo point. AI gave back the same person in a new scene, as if the selfie had been taken from up there, inside the balloon they had just flown in.
Seven short questions about everyday life at home, answered on the screen of the 43-inch totem. At the end, one of five profiles: Furacão de Watts, Distraído da Tomada, Equilibrista, Consumidor Consciente or Mestre da Energia.
Just one question, asked by a host with a tablet in hand: what does energy mean to you. The word went up on the LED panel right away, and the more people repeated the same one, the bigger it got.
Six moments, in the order the visitor lived them. While one person was in the headset, the next was already being photographed, and the booth stayed full of people in motion the whole time.
At the entrance, a capture point with its own light and a tablet. It takes seconds and asks nothing of the person walking by. At that point the visitor still has no idea what the photo is for, and that is the fun of it.
With the headset on, the room disappears and the climb over Light's generation fleet begins. The hydroelectric plants pass below while the audio guide tells that story. From outside, people watch the person turn their whole body looking for the landscape, and that is what makes the crowd around them want a turn.
Coming off the headset, the printed image was already waiting: the face captured on arrival, now in a balloon scene, with the brand strip along the bottom. It is where the first two activations meet, and the reaction is always the same: surprise. The result looks too real for someone who had no idea what to expect, and the visitor sees themselves in the place they just came back from. They stop, look closer and show the person next to them.
Photo in hand, the visitor headed to the totem. Seven questions about their own home: how long the shower runs, how they use the air conditioning, what weighs most when it is time to replace an appliance. At the end the screen gives back three things: the profile name, a score and a practical tip on energy use. It is the profile quiz everyone knows from social media, and it works for the same reason. Nobody finds out their own and keeps quiet about it.
Right after the totem, a host walked up with a tablet in hand and asked one question: what does energy mean to you. The person thought about it, typed the answer standing right there, and tapped send. It is the only part of the circuit where someone from the team talks to the visitor.
Within seconds it showed up on the LED panel, among the ones already there, and the more people repeated the same word, the bigger it got. Life, evolution, hydropower, transition: the big screen slowly took on the face of everyone who came through the booth.
The campaign identity went into the landscape of the flight, the strip on the printed photo, the game screen and the top of the LED panel. It never interrupts the experience at any of those points. It is the setting for it. And what the visitor takes home, printed and in hand, carries the brand along without anyone having to ask.
A well-built circuit delivers more than movement on event day. It delivers material for afterward, and here it comes in four different forms.
The balloon was not flying over a generic landscape. The route passed over Light's generation fleet, with the hydroelectric plants in view, and the audio guide told that story along the way. Visitors took the headset off knowing a little more about where the energy they use comes from.
Every visitor left with their own picture inside the balloon, with the campaign strip along the bottom. It is the piece that ends up on an office desk and in an Instagram story, without anyone asking.
The game gives the brand a read on the habits of everyone who played, and gives the visitor a nickname to joke about with whoever is standing next to them. Both sides walk away with something.
The panel ended the event filled with words that came from the visitors, not from the briefing. It becomes a record of what that audience associates with the brand, live and in plain sight.
The four activations run together or separately. Build the whole circuit or pick the block that fits your space.
Card IA XP: a collectible generated with AI and handed over in acrylic on the spot.
Brand quiz on a totem: quick match, ranking on screen and a conversation opened by the result.
Mosaico XP: the visitor takes one photo home and sticks another one up. Hundreds of shots build the brand's artwork.
T3i brings the headsets, writes the flight narration, generates and prints the AI art at the booth, programs the game with your campaign's questions and puts the word cloud on your big screen. Build the whole circuit or start with one of the four.