Vodafone’s global activation of the ‘Find your Firsts’ project, as part of the ‘Firsts’ campaign.

DISTRIBUTED FOR VODAFONE: Vodafone’s global activation of the ‘Find your Firsts’ project, on Wednesday 14. May 2014, National Theatre, London on the River Thames, as part of the ‘Firsts’ campaign, which encourages, inspires, challenges and enables people to do remarkable things for the first time. As part of this global activation, rolling large-scale video projections of ‘lifies’ (videos of individuals who have achieved something simple or remarkable for the first time in the campaign so far) will be projected simultaneously onto buildings in numerous global Vodafone market locations. These projections are a highly visual element of this global activation project which are intended to generate public reaction and interaction as the projections inspire them to think about what they would like to do for the first time. (Richard Chambury/AP Images for Vodafone)