June 21, 2012

Cyber Grand Prix – this is the new digital

Another year and another wake up call for the advertising industry. Everything is now digital but not how you think. From the Outdoor Lions to PR and Promo, everything has digital running through it – because that’s how it should be. It reflects the reality of the world we live in. The internet is like air. Who can live without it today? Anyway, the Cyber Lions were announced and we have two worthy winners. Twitter still seems to be on the rise as a great marketing tool (maybe because they don’t have a CEO who is a tool) and this project for Visit Sweden was a risky idea that really paid off. As reported on AdAge, “the Swedish Institute’s “Curators of Sweden” campaign, launched at the end of 2011, handed over Sweden’s national Twitter handle (@Sweden) to Sweden’s natives in order to showcase the diversity of the Swedish national character, in effect, launching “The world’s most democratic Twitter account.” Each week, a new curator was chosen to man the account, including a writer, teacher, priest and lesbian trucker. The campaign sparked recent controversy for featuring an irreverent young mother named Sonja Abrahamsson who expressed anti-Semitic remarks but also inspired (American) comedian Stephen Colbert petitioning to be the first non-Swede to take over the account”.

The other winner is was the work done for Nike and their Fuelband. It takes the Nike + idea to a whole new level. Haven’t found the case video yet but R/GA  developed an “immersive media launch event and participatory art installation around the concept of ‘what fuels New York’. This evolved into a day of high energy missions and cultural activities all over the city, where the influencers were broken into teams and competed to earn the most fuel points. As a launching ground for the missions we created a futuristic departure space with motion-activated interactive light installations and leader boards displaying real-time fuel data. The FUELWALL interactive light installation became the inspiration for a series of responsive LED wall installations that we created in conjunction with Nike+Fuelband launch events”.

June 19, 2012

Cannes 2012

So the the first great project to win a Grand Prix this year is the Small Business Saturday campaign for Amex – winning in the Promo & Activation category. Developed by CP+B and Digitas, the campaign saw AmEx give small stores around America a digital toolkit to help them participate in the day, with instructions on how to build special Facebook pages, YouTube video ads and Foursquare deals enticing shoppers back onto Main Street.

Really like this silver winner from the PR Lions. O&M London created this for Dove where online banners that make women feel overweight or less than beautiful get an instant makeover.

June 15, 2012

Evian Smart Drop

This smart idea from BETC Paris will help Evian sell its products directly to consumers with the promotion of a new online delivery service, and the release of a new digital device it plans to make available widely in 2013. The device takes the form of at fridge and enables water delivery with the push of a single button. The Internet Fridge never really caught on but this low cost solution might just catch on. Read the full story on Creativity Online.

May 4, 2012

Big winners in the Big Apple

The awards season is in full swing now and next off the block are the New York Festivals. In the Interactive category the big winner (Gold World Medal) was DDB Paris for their Greenpeace project “A New Warrior”. It has been around for a while but still doing well in the award festivals.

DDB are on a roll with a second Gold World Medal for their “State of Chaos” project for State Farm Insurance in the US. The campaign invites you to create your own personalized blockbuster film, starring your house and the surrounding neighborhood.  Go to ChaosInYourTown.com and enter your last name and street address to unleash the chaos!  Through Google Street View, you experience a pretty realistic scene of a giant robot busting up your neighborhood and blowing up your house.

BBDO New York won a Bronze for their project for AT&T. The “Up All Night” fan montage video was a crowdsourced concept featuring punk band Blink 182. To launch their first single in eight years, AT&T helped search YouTube for every instance of fans using their music without permission. Then they rewarded them for it. The film was made out of clips from all those videos.

Take a look at all the other winners and finalists here.

May 3, 2012

Best of Webby Awards

Congratulations to all the 2012 Webby Award winners. Let’s take a look at some of my personal favorites.

Akestam Holst won in the Augmented Reality category for their Sound of Football project for Pepsi Refresh – an initiative with the potential to revolutionize blind football but also change everyday life for the visually impaired community. You can check out the full project here. It’s great to see technology being used for the greater good rather than just to amuse the masses.

In recent years Intel has commissioned a series of amazing projects to showcase their spirit of innovation. This project from Nexus Productions won for best us of online media. Using a dynamic mix of live action and animation the action takes place in a series of software windows which open at full pelt. The result is a fantastically clever dash as we follow the heroine’s journey through a myriad of windows in her bid to outwit the baddies.

In the same category the People’s Choice Winner was Wieden + Kennedy’s Back 4 the Future project with Nike that brought to life the famous shoes from the 2nd installment of my favorite movie. All for a great cause too.

We tend to forget email marketing can be a great creative tool but luckily the Webbys have a category for that. The winner from Grupo Gallegos used the act of forgetting your password as an opportunity to tell people to support the Alzheimer’s Association.

The Webbys has always had a more altruistic edge than many other award festivals. Here is another example with the winner of the best Integrated Campaign by kempertrautmann gmbh. In Germany each year, over 100,000 children and young adults are reported missing. The “Germany will find you” campaign covered social, press, TV, events and more. Very inspiring.

Check out all the other winners and runners up here.

March 19, 2012

SXSW interactive winners

Let’s check out the winners of this year’s SXSW interactive awards. No doubt they all celebrated with a blow-out barbeque (one of the big reasons I’d like to go next year.

In the Activism category the top prize went to Slavery Footprint created by Unit 9. Hopefully the pressure of winning won’t result in them running through the streets of London naked.

In the Music category Tribal DDB Amsterdam with Stink Digital walked away with the trophy for their Obsessed with Sound project featuring the Grammy Award-winning Metropolitan Orchestra. I met up with the Stink team recently and was very impressed with their approach to collaboration.

I like the categories at SXSW. For example – the Amusement category where the prize went to Lego’s Life of George by Bilund in Denmark.

Winner of the Experimental category (and Best of Show) was Take this Lollipop by Tool of North American. The best way to experience it is to login yourself with your Facebook ID. So creepy. They did an amazing job seamlessly integrating Facebook content. If you’ve got kids show them this!

Another big winner for Tool was in the Motion Graphics category with their Interactive Video for Ellie Goulding’s song “Lights”. This creative experiment with WebGL is a wholly immersive, musical journey. It presents a stunning visual interpretation with a techno-celestial light show where viewers can soar through the music, and mouse their way through the virtual environment, while real-time Twitter comments integrate into the visuals. Read the “making of” article here.

Digital campaign of the year went to the Tesco HomePlus subway QR code supermarket that I’ve featured here before. I was in Korea recently and found out that it was actually a total scam entry when it first won at Cannes. It was basically a full-scale mockup. They did run it for real later but it just goes to show that you can lie through your teeth and still win a Grand Prix.

Check out all the SXSW interactive winners here.

March 14, 2012

SXSW – where innovation gets unboxed

For the past few years SXSW has slowly grown in stature to become one of the premier global events for innovative ideas and a launch pad for the next generation dotcom businesses. This year, more than ever it is a magnet for brands, marketers and agency folk looking for the next big thing. Let’s take a look at what’s been going down…

Marvel ReEvolution

The iPad has been a shot in the arm for graphic novels (I won’t say comics) and now we see things going even further as Marvel move into the AR arena. To quote their website, “An industry first, the Marvel ReEvolution seamlessly brings the worlds of print and digital media together for a comics experience like no other. The first two elements of this exciting new initiative were revealed as Marvel Infinite Comics, a new comic book format, and Marvel AR, the first major augmented reality app from a comics company. And fans will not have to wait long to get in on the action as they will both be released with the hotly-anticipated AVENGERS VS. X-MEN #1 on April 4, when the two biggest super heroe teams in the world go to war!”

In this interview Marvel editor in chief Axel Alonso talks to Forbes’ Tomio Geron about the comic book giant’s announcement at SXSW.

Other major brands have been present at the event including Pepsi, Virgin Mobile, American Express with their exclusive Jay Z concert and Kraft. Each one hoping for a bit of SXSW magic to rub onto them as they meet up with the developers and entrepreneurs creating the next digital revolution. You can read more on AdAge Digital here.

HOMELESS HOTSPOTS

Meanwhile BBH were on the cutting edge of good taste with their Homeless Hotspots. They recruited 13 homeless people and gave them 4G wifi hotspots that people could use for a small donation. The feedback has been mixed but it certainly was a talking point.

BEAMATRON

Of course SXSW continues to be a place for experimentation as this project from Steve Clayton shows. Hrvoje Benko and Andy Wilson presented their Beamatron, an augmented reality concept that combines a projector and Kinect sensor on a pan tilt moving head – of the kind you may find in a nightclub. The setup utilizes KinectFusion to build a 3D model of a space and enables projected graphics to react in physically appropriate ways. For example a virtual car can be driven around the floor of the room bumping into actual obstacles and running over real ramps.

No festival is complete without its own awards so check out the finalists for the SXSW Interactive Awards here. I’ll follow up with a post about the winners.

December 4, 2011

Euro rising

While things in the European economy are looking extremely dodgy the advertising awards season in Europe keeps rocking like there’s nothing wrong. This past week saw both the Epica and Eurobest awards. Let’s look at some of the highlights…

EPICA d’Or for Interactive went to Jung von Matt in Stockholm for the Mini Getaway. I recently met the guys from Monterosa, the mobile agency that the agency tasked to make this happen. So instead of showing the old video here is a new one about the next Mini Getaway in Tokyo (it’s in Japanese just to annoy you all).



There was a GOLD in the web category for Lowe Brindfors and thei Magnum Ice Cream “Pleasure Hunt”. The internet is a place where all kind of pleasures exists. They wanted to build a light-hearted story in which Magnums new ice cream came out as superior to everything else out there: Internet’s ultimate pleasure. The mechanic was inspired by something that has engaged and united people for decades: classic platform games. But this time with a totally different platform: the Internet. The user controlled a young woman literally running trough the Internet collecting the ingredients for her ultimate pleasure, the Magnum Temptation. Below is a making of video.


Another GOLD, this time for branded content in social networks went to Forsman & Bodenfors for the REEBOK Promise Keeper. It was the first online running application (website,
iPhone/iPad-app and Android app) that would actually get you out and run. Every run you
promised to make in your online calendar was automatically posted on the social network of your
choice and spread to all of your friends. They would also be notified about whether you ran or
not. Every update was personal and became a direct message that spawned conversation.
Everything was built on the insight that a promise to everyone you know is more important than a
promise only to yourself.


Let’s head over to the Eurobest Awards and see who triumphed there.
The Grand Prix went to Hypernaked for Nokia. In this joint promotion with Burton, Push Snowboarding introduced a new way of marketing. Rather than simply telling people about Nokia’s most powerful smartphone, they developed a piece of new technology to show people it’s power. Using the smartphone at the core, they developed technology that could take snowboarding to its next stage by developing wearable sensors that bluetoothed simultaneously to the N8, giving snowboarders live tracking of their ride: speed, airtime and even fear.


Gold went to Tribal DDB Amsterdam for their latest Philips Obsessed with Sound campaign. To demonstrate that Philips is ‘Obsessed with sound’ and claim that you can hear every detail with the brand’s audio products, they created a unique interactive music video. They collaborated with the Grammy Award-winning Metropole Orchestra and recorded a specially composed music piece entitled “I’m No Prototype”- in 55 separate music tracks. On the site, viewers could experience the music video as a whole, played by the entire orchestra, and were invited to single out each musician to hear every detail.

Another Gold went to SapientNitro London for Foot Locker
Sneakerpedia was not only the world’s largest sneaker archiving project and the first ever visual-wiki, it wasdigital solution specifically designed to connect sneaker fans, enabling them to share, discuss, follow and help shape future sneaker trends.


Not every great project wins Gold. A Silver went to FORSMAN & BODENFORS for AMF. They knew that pension savings was boring but the future was exciting to people. Also, if you got a sudden message from a company, you were not very interested but if you got a message from a friend, you usually were. By offering people to send messages to their friends or colleagues that couldn’t be opened by the recipient until the year 2030, both the sender and the recipients would start to think about how life will be 20 years from now. And with a rising interest for the future, they would eventually have a rising interest on their pension.

——

Maybe we should have an advertising Olympics. See which countries would come out on top in digital. From looking at these winners the Europeans would give the rest of the world a run for their money.

November 23, 2011

Augment your energy

Lucozade Energy has launched The YES List – featuring seven limited edition bottles designed by some of the UK’s hottest music artists – using Augmented Reality via a mobile app.

Working closely with Aurasma, agency Billington Cartmell exploited an innovative feature of the technology, cylindrical mapping, where the Aurasma app’s interface recognises the 3D surface of the bottle and augments it with exclusive video content – an industry first. Once a smartphone equipped with the app is pointed at Plan B or Tinie Tempah’s limited edition bottle the design suddenly springs to life with the artist themselves directing fans to watch the ‘making of’ documentary with a simple touch of the screen.

November 21, 2011

Catch that eel

B-Reel have taken projection mapping one step further with this installation that allows people to play a game of Eels in 3 dimensions using mobile. Will be interesting to see how this technology develops further with some investment from a major brand. Then everyone will be doing it.