Project Slingshot: ‘Does The King Know About This?’

1.5 million+ social media reach through influencer amplification

5 landmark locations projected across central London over two nights

Coverage: London Daily News · Plant Based News · Vegan News · KIMU · LinkedIn (Matthew Glover, co-founder, Veganuary)

Project Slingshot is a UK-based non-profit campaign organisation focused on ending factory farming by exposing industry practices, challenging corporate messaging, and mobilising public pressure for reform.

Project Slingshot’s goal is to end factory farming by 2040 by shifting public opinion and increasing political and corporate pressure.

Notable figures associated with the organisation include Matthew Glover, a founder of Veganuary, and other campaigners focused on animal welfare and food system reform.

Based on their public materials, Project Slingshot’s stated goal is to end factory farming by 2040 by shifting public opinion and increasing political and corporate pressure

For two nights, some of London’s most famous landmarks became the canvas for a bold projection mapping campaign. It exposed the reality of industrial pig slaughter in the UK.

Graphic footage and campaign messaging were projected across major public buildings, asking a simple question:

“Does the King know about this?”

The social impact campaign showed the use of CO₂ gas chambers in pig slaughter. It brought a largely hidden issue into the public eye. The projections transformed familiar landmarks into powerful storytelling platforms, forcing passers-by, commuters, politicians and media outlets to confront an issue that typically remains behind closed doors.

This bold projection stunt combined activism, public art and projection technology to create an unforgettable visual intervention in the heart of London.

We delivered a city-wide, large-scale projection mapping activation across several high-profile locations. We chose sites that symbolised political power, cultural influence and national identity.

Our team:

• Designed and executed a multi-location projection mapping campaign across central London.
• Projected campaign films and messaging onto Buckingham Palace, the Houses of Parliament, DEFRA, Tate Modern and other landmark buildings.
• Delivered a high-impact experiential guerrilla campaign designed to generate public discussion and media attention.
• Created an immersive public experience that transformed London’s architecture into a powerful communications platform.
• Coordinated technical delivery, content deployment and rapid location changes to maximise visibility and reach.

Adding more political impact, the projections highlighted Green Party Leader Zack Polanski’s stance on animal agriculture. This sparked debate about how politicians should address animal welfare concerns.

A striking press photo showed campaign messages projected onto Buckingham Palace. It became a defining campaign image. It sparked wide discussion across social media and online news sites.

The campaign grew further with help from influencer and content creator Cody Dahler. His coverage took it beyond London’s streets and into millions of social media feeds worldwide.

By combining immersive installation techniques with strategic landmark selection, the campaign ensured the message could not be ignored.

The projections gained major media coverage and sparked online discussion. This helped Project Slingshot gain national attention for its campaign against CO₂ pig slaughter. Coverage appeared across campaign, political and industry media outlets, while images of the projections circulated widely online.

• 1.5 million+ social media reach through influencer amplification.
• Multiple landmark locations projected across central London.
• Extensive online engagement and campaign discussion.
• National media coverage across political, animal welfare and food industry publications.
• Thousands of campaign supporters were directed towards petitions and political action initiatives.

This campaign demonstrates the unique power of projection mapping as a tool for social change. By turning some of the UK’s best-known landmarks into huge public screens, Project Slingshot brought a hidden issue into the open. It made the issue a national conversation.

When a message is impossible to ignore, people stop scrolling, start talking, and take action. That’s the power of spectacle.

“POW turned an ambitious idea into one of the most talked-about moments of our campaign. Their projectors were precise enough to transform iconic London landmarks — Buckingham Palace, Parliament, Tower Bridge — into massive, cinematic canvases for our message, stopping people in their tracks and driving huge online buzz. What could easily have been a logistical nightmare was handled with total professionalism and discretion from start to finish. If you want a projection that actually lands, POW are the team to trust.”

Naomi Hallum, CEO and Co-Founder