BBDO Proximity China extend “The People’s Car Project” making one girl’s hover car idea a reality – Campaign Brief Asia

BBDO Proximity China has released a new viral film in their “The People’s Car Project” campaign for Volkswagen.

The campaign makes the ideas of competition winners a “reality”. Firstly, Volkswagen gathers ideas from the people of China to help innovate future cars. They took one girl’s idea for a hover car and made it into reality.

VIEW THE VIRAL
VIEW THE TEASER
VIEW THE PREVIOUS AWARD WINNING WORK

via BBDO Proximity China extend “The People’s Car Project” making one girl’s hover car idea a reality – Campaign Brief Asia.

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Trident Fun Audit | The Inspiration Room

Kraft is running the Trident Fun Audit site, online at thefunaudit.com, a Facebook Connect experience design to help people answer the question, “How much fun are you having?” The site dives into a visitor’s Facebook profile in unprecedented detail, recognizing hundreds of key words and serving up one of hundreds of relevant quotes. The Fun Audit searches your pokes, check-ins, friends, LOLs, comments, photo albums and more to give users an experience unlike any they’ve ever had, all to point to Trident Gum as a source of ongoing fun.

Credits

The Trident Fun Audit was developed at Saatchi & Saatchi New York by executive creative director Brian Carley, creative director/art director Subodh Samudre, creative director/copywriter David Ekholm, copywriter Sam Saunders, senior integrated producer Karen McKibben, account supervisor Matt Garcia, account executive Bianca Hertel.

Filming was shot by director Jason Zada via Tool of North America with executive producers Brian Latt, Oliver Fuselier, and Dustin Callif, head of production Joy Kuraitis, interactive director Jason Nickel.

Editor was Dan Maloney at Cut + Run with executive producer Rana Martin, assistant editors David Beerman (LA) and Ben Jones (NY).

Sound was designed at Lime Studios by mixer Rohan Young. Music was by Duotone Audio Group.

via Trident Fun Audit | The Inspiration Room.

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Twinings Gets You Back To You | The Inspiration Room

Twinings, the British tea brand, is encouraging women to rediscover themselves with “Gets You Back To You”, an animated commercial set to a cover of The Calling track, “Wherever You Will Go”. The commercial, featuring a woman crossing a sea to find herself, is designed to portray the hectic lives women lead. The Twinings site follows through with an invitation to take just ten minutes out each day with a cup of tea, relaxing, recharging and refreshing.

Credits

The Get Back To You campaign was developed at AMV BBDO, London, by executive creative director Paul Brazier, copywriter Diane Leaver, art director Simon Rice, agency planners Bridget Angear and Michael Lee working with Zenith Optimedia media planner Lucy Affleck.

Animation was produced at Psyop, via Smuggler, by creative director Kylie Matulick, executive producer Neysa Horsburgh, producers Mark Knockles, Jenn Dewey, Amanda Miller, Hillary Thomas, associate producers Minh Ly, Anu Nagaraj, 3D lead Kyle Cassidy, animation lead Dan Vislocky, compositing leads Danny Koenig, Julie Lenoble, compositor Cris Kong, storyboard artists Vinny Dellay, Josh Weisenfeld, storyboard colorist Danelle Davenport, editor Brett Nicolletti, lead designer Paul Kim, additional designers Andrew Park, Georgia Tribuiani, Kenesha Sneed, modeling and texturing team Rie Ito, Ibtisam Ahmed, rigging artist Sean Kealey, pre-vis animators Blake Guest, Dan Vislocky, animators Dan Vislocky, Minor Gaytan, Chris Meek, Jacob Frey, Sashdy Arvelo, Yvain Gnabro, Todd Akita, 3D artists Katie Yoon, David Chontos, David Barosin, Barry Kreigshauer, Hao Cui, Roman Kaelin, Eric Rosenthal, Andreas Berner, rotoscope artist Stephen Holbrook, water and particle effects team Kiel Gnebba, Wayne Hollingworth, Brian Alvarez, cloth effects artist Victor Garza, 3D animation team Song Kim, Dylan Spears, Melvina Wong and Kendra Ryan.

Audio post production was done at Grand Central and Soundtree, London.

Digital design was by Grand Union.

PR was handled by Freud Communications.

via Twinings Gets You Back To You | The Inspiration Room.

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Saks Fifth Avenue: Holiday Light Show – Creativity Online


Snowflakes and bubbles.

Snowflakes meet bubbles in this year’s projection mapping spectacular for Saks’ Fifth Avenue flagship store, created by Iris. The light show launched November 21 with a performance by the American Ballet Theater and will run till January 6. It includes opening and closing windows, pipes that come out of the windows and a giant clock which acts as a permanent feature counting down the time until the next projection.

Shoppers can also scan QR codes on the windows of Saks which see them redirected to a mobile site where they can watch the projection and find out about Saks. Saks’ holiday windows are sponsored by FIAT and MasterCard Worldwide.

via Saks Fifth Avenue: Holiday Light Show – Print (video) – Creativity Online.

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Exploiting the possibilities of ‘Digital Influence’

I entered the words ‘Digital Influence’ in Google and within .31 seconds the site threw up 81,900,000 results that linked to my search words. Two immediate thoughts raced through my mind.

One: That it has become almost instinctive and second nature for me to look for anything on the web today! It’s almost like I have come to believe that the web holds the answers to everything possible.

Two: That there’s obviously tons of stuff written about the subject already by many people in the world. What could I possibly write on Digital Influence that could be of interest to our world?

I am no digital expert. But I am a lover of the medium and have embraced it with open arms. Because I feel so strongly about the subject, I wanted to share my learnings about the medium and the potential influence it can have on the lives of our clients and consumers.

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Starbucks Augmented Reality App Animates Holiday Cups

Starbucks is launching its first major augmented reality app this holiday season that will let customers animate their coffee cups with their smartphones.

Starbucks Cup Magic launches for iPhone and Android devices in the U.S. next Tuesday. (In Canada, just the iPhone version will launch.) As demonstrated in the video above, the app works by pointing your phone’s camera at the company’s red holiday season coffee cups and 47 additional objects, such as bags of coffee, on display at Starbucks retail locations.

Doing so will produce animations involving five characters — an ice skater, a squirrel, a boy and a dog sledding and a fox — on your screen. You can also interact with the characters. For instance, if you tap the boy on the sled he does a somersault. Those who activate all five characters can qualify to win an as-yet-unnamed prize.

The app also includes traditional and social sharing capabilities. You can the send ecards as well as holiday offers from Starbucks, among other things.

The object, says Alexandra Wheeler, vp-global digital marketing for Starbucks, is to “surprise and delight” customers during the holiday season.

Although Starbucks experimented with an AR app years ago in an ad, Wheeler says this is the first major AR push by the company. The effort follows some other recent AR programs from marketers including an app from Nivea featuring Rihanna and an Amazon app that lets you point your phone at objects and then buy them.

Cup Magic, created by Blast Radius, caps off a year of successful mobile implementations by Starbucks. The brand launched a mobile payment app in January that has been used in more than 20 million transactions and a QR code program designed, like Starbucks Cup Magic, to enhance the in-store brand experience.

via Starbucks Augmented Reality App Animates Holiday Cups.

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Operation Alphabet | The Inspiration Room

Mother London has published a children’s book, Operation Alphabet, chronicling the adventures of a top secret government department, the Ministry of Letters, based in a special little red postbox in London, close to Big Ben. Published by Thames & Hudson, Operation Alphabet recounts the adventures of a top-secret government department, The Ministry of Letters, where all the letters and words in thecountry are created. The story’s hero, five-year-old Charlie Foxtrot, finds learning the alphabet confusing but, thanks to the efforts of the Ministry’s Special Alphabet Service (SAS), it all becomes clear in time for a crucial test. The book is supplemented by a website, ministryofletters.com, and will be be followed up with a smartphone app and further books.

The interactive website encourages children to think of the alphabet as characters, and therefore easier to relate to. With content for children, parents and teachers, and a blog updating fans on activity and canvasing their feedback, the site parodies a real government website. Development on the Ministry of Letters app includes an ambitious plan to harness the next generation of voice activation technology.

Credits

The Operation Alphabet book was developed by Al MacCuish, creative director at Mother London. The book was illustrated by Luciano Lozano, Barcelona, and designed by Jim Bletsas, head of design at Mother. The team worked closely with Samantha Marrian, a children’s education specialist, who helped give them insight into the audience and educational thinking. She has subsequently joined the team to co-ordinate a live roadshow that will tour schools around the country. The site was co-created with Conran Singh.

MacCuish, who has been developing the idea for several years, had the idea when he spotted a shop sign from the top deck of a bus with some of the letters missing.

“It suddenly dawned on me that the alphabet is actually tremendously important to all our daily lives. But apart perhaps from crossword fans and typographers, the vast majority of us take it for granted. All except children. For a few years at the beginning of their lives, the Alphabet is incredibly important to children. Letters suddenly become new words, and those new words begin to access ideas – and I thought that was quite exciting. It struck me as a really fun idea that they might actually be alive.”

via Operation Alphabet | The Inspiration Room.

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Mentos: Choose Up2U – Creativity Online

Red pill or blue pill?

The Martin Agency and Unit9 London launch a microsite for Mentos’ new line of gum that really puts the choice in your hands. The gum comes in a pack that has two flavors — it’s your choice which one you want to take. The site follows a similar “Up to You” theme with four pairs of films that run in parallel to each other. In one scenario, visitors can decide between being a “Hip Hop Superstar” with Naughty by Nature, or an astronaut. In another, they can either take part in a Japanese Game Show or run from zombies. The unique interface allows users to toggle seamlessly between the two scenarios. A central menu holds all the different combinations of films, each representing one flavor of the Mentos gum.

via Mentos: Choose Up2U – Interactive (image) – Creativity Online.

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Why do brands need mobile apps : Exchange-4-media

When brands started getting Internet aware, they discovered a new elixir – of a medium that provided a double whammy of interactivity and accountability. Naturally, expectations ballooned and interactivity became clutter and accountability became risk distribution. On the mobile however, things were different. Where people were used to the concept of free on the internet, on the mobile, people were made to pay for premium content. This sensitised people to the value of content, whether perceived or real.

Over time, the mobile has gotten the keen capability of being a personal device that delivers relevant and premium material to its user, while keeping them connected and conversant. Mobile phones also got smarter, faster and more capable. Today, smartphones can stand neck to neck with PCs for content consumption and basic content creation. Which is making the digital world about being mobile instead of being plugged in. This opens up a huge opportunity for brands, as the relentless march of mobiles over take PC and broadband users the world over.

We’re now in an era where it’s a given that phones connect brands to their consumers. The imperative question is of how they connect them and how that connect is maximised in its yield for the brand. Above all, mobile phones by design, captivate the audience for a longer duration both in length of experience and quality of attention than any other medium available today.

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JWT Melbourne introduces a literary innovation with Wi-Fiction at Melbourne Writers Festival – Campaign Brief

JWT Melbourne has launched a world-first digital literary innovation at the Melbourne Writers Festival, using Wi-Fi networks to bring short stories to the mobile devices of unsuspecting festival goers.

Called Wi-Fiction, the initiative was created as part of JWT’s brief from Melbourne Writers Festival to make stories more accessible to the public.

Powering Wi-Fiction is ‘Router Writer’, a box full of wireless routers, placed at the epicentre of the week-long festival at Federation Square Atrium.

When the public tried to browse the internet on their smartphone or tablet devices, they were shown a list of Wi-Fi network names which created the Wi-Fiction stories.

Says JWT Melbourne executive creative director Richard Muntz: “Wi-Fiction is a new genre and medium of storytelling which, for the first time, uses Wi-Fi networks as a communication medium. Router Writer was an innovative and ingeniously simple way of bringing the stories to life.”

via JWT Melbourne introduces a literary innovation with Wi-Fiction at Melbourne Writers Festival – Campaign Brief.

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