So you make mineral water and you want to advertise in a way that sets you apart from the crowd. What are you going to do? The competition is stiff and you are selling water. What you do is, hire Digital District™ and Gang Films to produce a spot that feels like a movie trailer for an epic Sci-Fi movie. I have no idea what the budget or production schedule was on this, but I can tell you it wasn’t cheap, and it took some serious time and effort. If this doesn’t sell some Volvic mineral water, I don’t know what will.
This might seem a bit gimmicky but the results are pretty impressive. Y&R NYC created an interactive print campaign with social hooks for the new Land Rover Sport. Using Blippar’s Augmented Reality technology, readers of the ad were encouraged to use their smartphones to unlock additional interactive content. This gave readers an opportunity to experience the car in a tangible-digital way, activated from the large scale print campaign. The campaign became one of Blippars top five campaigns of all time and generated over 66,000 interactions in the first week of deployment.
The video below highlights what the interactive ad actually did and is worth a quick view. This is another great example of how print, and mobile are merging, and how publishing is embracing technology to continue to make the medium viable. I have a feeling we are going to see more and more of this kind of thing in the future. I guarantee as it becomes more ubiquitous, the number of interactions will continue to grow.
Playing off vintage car culture, Saturday morning cartoons, and movies like “The Great Race” Y&R São Paulo has created a nice little 30 second spot for the Peugeot 208. The spot is filled with really nice CGI blended with live action footage and completely goof ball story line. The spot was directed by Antoine Bardou-Jacquet, with post production work being handled by ETC London who did a stellar job of compositing and color grading on the final spot. How many cartoon character references can you make out?
Advertising Agency: Y&R, São Paulo, Brazil
Chief Creative Officer: Rui Branquinho
Creative Director: Victor Sant’Anna, Rui Branquinho
Creative Team: Fabio Tedeschi, Leandro Camara, Felipe Pavani, Victor Sant’Anna, Rui Branquinho
Film Production Company: Partizan, Movie & Art
Director: Antoine Bardou-Jacquet
Director of photography: Damien Morisot
Executive producer: Madeleine Sanderson, Georges Bermann, Douglas Costa, David Stewart, Paulo Dantas
Account Manager Film Production Company: Regiani Pettinelli, Douglas Costa
Editing: Bill Smedley
Post Production: ETC London
Sound Production Company: A9 audio
Sound Producer: Apollo 9, Henrique Racz
Account Manager Sound Production Company: Roberto Faria
Audio Finalization: Factory UK
One of the things that sucks about traveling, id being stuck in an airport that offers nothing to do except wait for a charging station to open up, or a way to clog your veins with fat filled goodness from Sbarro or some other god awful fast food joint. One thing that is true, airports are an environment that is ripe with opportunity for advertisers to take advantage of, if they choose a compelling and unique way to deliver their advertising content.
I have been interested in interactive walls, and projected interactive media for some time now, and I think this execution from Tronic for Xerox and Target are spot on examples of how great this medium could be.
Working in partnership with Young and Rubicam New York, Tronic designed and produced two interactive, live action productions for Target and Marriot Hotels. Both segments were created to promote the Xerox business-to-business campaign that launched in September of this year. The two productions run in rotation on life-sized, nine-screen interactive video walls at Atlanta, Denver, Los Angeles and nine other airports in the United States.
Tronic is known for its ability to blend digital and physical media in unique ways, and this campaign showcases the way Tronic was able to create a new form of advertising that mixes gesture based interactivity with live action commercials. What works really well here is how the advertising is no longer a passive experience, but instead how it is now disrupt and interactive. How a standard commercial has transformed itself into something that is actually fun and offers an almost game like experience.