BT creates pop-up to teach children how to code for ‘Beyond Limits’ campaign


On 23rd October, BT will host a pop-up activation in the centre of Piccadilly Circus. During the half-term break, children will get involved in the campaign’s creative, developing their very own avatars using code. These avatars will then be lit up on a Piccadilly Circus billboard.

Last week, BT launched its brand campaign ‘Beyond Limits’ that reveals the company’s ambition to help families and communities across the UK, and companies in Britain and around the world. The new campaign reflects the changing nature of BT and its focus on improving connectivity, setting a new standard for customer experience and providing essential skills training for 10 million people and businesses.

Angela Noronha, Head of School at St Joseph’s, said: “Collaborating with BT to produce this creative display of digital coding has been exhilarating for the teachers and children involved,” said  “As a five year sponsor of our computing initiative, BT has been integral in expanding the programme and it is now ingrained in 60% of UK primary schools. Our future will continue to rely more and more on digital skills and participating in this exciting event will inspire children, fuelling their imaginations as well as developing their critical digital technology skills.”

Marc Allera, CEO of Consumer division at BT, said: “The ‘Beyond Limits’ campaign represents a real shift for BT, inside and out. Our presence and scale across the UK means that we have an opportunity and responsibility to go further than ever to connect more people and businesses across the UK, help them make the most out of the technology they have, and equip them with the skills they need to shape the future. This campaign represents just that, a bold step into the future, helping people to break down barriers and realise their potential.”

TV campaign

BT further launched a TV ad developed for the campaign, which captures hope in a time of uncertainty for Britain. It pays homage to Charles Dickens’s classic novel, The Tale Of Two Cities, following the story of a young girl as she travels through modern Britain to reach her classroom of the future.

The TV campaign builds in partnership with ITV where BT unveil the new logo and feature interpretations of it created by children from the Ashmount and Pontlliw Primary School from London and Swansea using coding robots.

A launch event

Last week the campaign was launched an event at Wembley Arena, headlined by pop-singer Jess Glynne and hosted by TV presenter Tess Daly. BT, with students from St. Joseph’s School in Islington created a choreographed drone performance, featuring 160 drones synchronized to a medley of Glynne’s greatest hits. The performance was a celebration of BT’s new brand direction as well as its commitment to its ‘Skills for Tomorrow’ initiative, a new online and community training programme designed to provide essential digital skills training for 10 million school children, families and businesses across the UK.

Led by Saatchi & Saatchi London, supported by other Publicis Groupe agencies as well as AnalogFolk and PosterScope and a wide roster of agencies across all disciplines. “Beyond Limits” will also feature digital and social advertising, significant PR and internal communications campaigns to communicate this new frontier for BT to its global workforce, an experiential OOH activation and launch event.