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Five's Lights Up Romanian City for J&B's Party
Romanian production company Five's, a member of the Synco Europe Network, successfully staged the country's third J&B Start A Party event in April in the unconventional location of the roof-top of the Moldova Mall in Iasi, the largest city in the Moldova region of Romania, reuniting more than 1000 guests. The production included a city-wide laser lightshow and the construction of a two-metre-high mirror ball, the symbol of the party whisky brand's promotional campaign.
Five's were first brought in for J&B Start A Party on the event's first appearance in Romania in 2007, by Ogilvy Action Romania, J&B's brand activation agency. The first party was held in the former Senate's headquarters, followed, in 2008, by an open-air party at Caro Hotel on the bank of Tei Lake. As the event has grown, Five's contribution to its success and unique atmosphere has expanded too.
Mircea Sebe, business unit director at Ogilvy Action Romania, said: "J&B Start a Party is the avant-garde of Romanian events, a different party for a special brand. We kept all the details of what was going to happen secret beforehand, creating a sense of anticipation among the inhabitants of Iasi. Everyone who came truly wanted to party in the J&B spirit, discovering a night where anything is possible. The atmosphere created by Five's dedicated crew and their production equipment was extraordinary, and it's fair to say we set the standards of a successful party in Iasi - in fact we've already begun to work on our next event."
At this year's party, the light show provided by Five's included lasers sited at various locations around the city, and a giant video projection on the Moldova Hotel building opposite the party venue. The finishing touch was a specially-built two-meter diameter disco mirror half-ball that was used as a dedicated location for the DJ console.
The lighting rig comprised 150 Pulsar LED light fixtures, including Chroma Bank IP, Chroma Strip II, Chroma Strip 25 Tricolor, Chroma Panels and Chroma Flood 200 fixtures, chosen for their versatility and ‘green' energy efficiency, as well as Martin Mac luminaires.
Video production included 56 square meters of Curtain LED Screen, 24 square metres of Barco S-Lite10 LED screens, and three 6000 ANSI DLP projectors. The rooftop rig was deployed on Eurotruss ST truss in order to ensure full safety standards would be met if the weather had turned windy.
The sound system was also supplied by Five's. As a Synco Network member, it operates Synco by Martin Audio line arrays and the company's director, Liviu Stanescu, commented: "The extraordinary W8LM's made the difference between ordinary sound and a magnificent result."
Diageo, the owners of J?B Scotch whisky, devised the ten million pound global marketing campaign for its party whisky brand J?B, Europe's most popular Scotch. Launched in over 20 markets in all regions through a wide mix of media, its highest profile aspect, importantly for the mixable whisky, is through high profile events and promotions in bars and clubs.
The artists invited to this year's party were Tomasan, Igor Miarjuan and DW.
Five's supplies professional sound, lights, staging, video, pyrotechnic and special effects equipment, as well as technical services and crew, for the entertainment industry. The company has supplied equipment to events of all sizes, from concerts by artists including Alice Cooper, Metallica, Marilyn Manson, Deff Lepard, Whitesnake, Shakira, Nelly Furtado, Faithless, Iron Maiden, Kylie Minogue and Lenny Kravitz, to theatre plays and corporate events.
14th May 2009
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