August 30, 2011

Uncover your world

Amazing new mobile ad from Google to promote their search app. Like all the advertising Google puts out it is engaging, entertaining and reveals what the services can do by experiencing them.

The making of is quite incredible too where the AdMob team shows how 3D printing was used as the basis of a virtual world people could explore to uncover all the product features.

August 25, 2011

Greetings from sunny South Korea

Welcome to AdStars, an advertising festival in Busan, South Korea that desperately wants to be Cannes. The organisers are certainly doing everything they can including inviting a big name chairman of the jury like Neil French along with other creative stars (then people like me) to be judges. But they cannot bring the South of France sunshine, the arrogant waiters serving overpriced croque monsieurs or the sheer style of the Cannes sea front.

During his opening speech at an Irish bar called O’ Kims Neil French lived up to his reputation of insulting more people than Ricky Gervais with the organisers, the location and Jay-Z getting a good roasting. At the moment it is free to enter AdStars which meant that the submissions would be numerous and the quality questionable. But we were all there to help make the festival a success.

Looking at some of the digital finalists there were a few projects that have not had such high profiles at other award festivals. Let’s take a look at a few…

Directing Shadows is a website developed for Japanese sculptor Moto Waganari. His wireframe sculptures were brought to life when using a PC with webcam that followed the movements of your iPhone or a lighter.

The next project was created by a Japanese web development company One to Ten Design to showcase their abilities. Rather than just show their work they built a 3D Flash gaming engine so site visitors could battle their way to learn about the challenges faced by the agency on high-end projects.

Next up is 3D projection mapping video for Hyundai which involves a real car attached to the side of a building.

Another charming project from Taiwan was for a Dr. Milker called the Daily Life Exhibition. A team of animators would create amazing short sequences each day for 10 days based on photos and stories submitted by the public. These were shared on Facebook. Check it out here.

Finally a weird and wonderful piece of work from Japan. The younger generation were not interested in going to see the horse racing as they felt it was for older people. So an online experience was developed in a Nintendo style where people could bet on imaginary races. Each race was unique and could be shared on YouTube. Below is one of the races.

Neil left the festival early (maybe before he insulted the entire population of South Korea) but it was quite an experience being on the jury with him. Oh, and if you don’t know what the Canada reference is all about in the photo you can read about it all here.

August 18, 2011

Augmented everything

Cadbury in the UK is helping to launch blippar, an app which allows smartphone users to play games using augmented reality

As part of its Spots vs Stripes Olympics-themed campaign users can¬†play an AR game just by pointing their phone at a pack. With ‘Qwak Smack’, when they point the phone at a Cadbury chocolate bar you see an instruction screen then once the game launches players tap quacking cartoon ducks as they appear ‘out of the bar’ on an augmented-overlay on their smartphone screen. They can submit their score to go into to a prize draw.

via Creativity Online

August 8, 2011

Get emotional

In this video featuring John Jay of Wieden + Kennedy he talks about the emotional connection agencies need to have with their clients and the target audience to get to the soul of the solution. The same goes for digital but how easy is it to achieve? With projects such as The Wilderness Downtown by Google we are seeing more online communication that is able to make that emotional connection.

As people become more emotionally invested online, especially with social networks, it is becoming more important for all digital marketing to have empathy and soul. Looking at some of the most successful projects of recent times we can see this as a trend that will only get stronger. From the Decode campaign with Jay-Z to Ikea’s Happy Inside we can see the power of emotion.

So next time you feel yourself getting too intellectual in your concepts take a breath and let your emotional side out a little. You might just end up with something a lot stronger…