Samsung is running a holiday campaign in London to promote its Gear S3 smartwatch that involves bringing choirs from around the world to sing in the middle of Piccadilly Circus.
Each day from Dec. 1 to 24, choirs from 24 countries, from Ireland to Bangladesh, are performing festive songs from around the globe on a special Gear S3-themed stage. Selected members of each choir will wear a Gear S3 smartwatch and the biometric data collected will be displayed on giant screens as a live data display, reflecting the heartbeat, movements and even calories burnt of each choir in real time as they perform.
Cheil London is responsible for the campaign, and Framestore created the data visualisation display, which is also powered by audio from the stage's mircophones.
Choirs performing include the Les Fauristes Chamber Choir, the only French choir in London; the LOL Choir from Latin America; the Reggae Choir from Jamaica; and The Chopsticks Choral Society from China.