Even if I’m posting this on October 31st, this project hasn’t got much to do with Halloween night. However, the title of the post, couldn’t have been more appropriate. Yes, I’m presenting you an interactive box, a cookies distributor, that gets activated by a tweet. It’s a cool experience prototype created at the Umeå Institute of Design. Read more…
Lexus could have done it with this print/iPad hybrid advertising for the new Lexus ES 2013.
Some festive fun here from Zoo magazine, with an inventive use of YouTube annotations to create their own twist on the much loved tradition of trick or treating.
From Spain, an outdoor campaign that adds an new twist to interactive billboards. The McDonald’s OOH Ping Pong we posted last week generated a lot of attention. To me, this execution is even better, since the game is not just a gimmick but its concept is actually very well connected to the product (Blue Bloods, the TV series) it’s promoting.
When talking about advertising in South America you’re sometimes exposed to hear about certain (and false) cliches: for instance, “Brazil is really good at graphic work, and only at graphic work” or “Argentina is really good doing TV work, and only doing TV work”. I wasn’t even interested in advertising when I saw on TV this commercial done for the new (then) Renault Clio. Years later I knew about their creators, Agulla&Baccetti, and some of their legendary (and multiawarded) campaigns, being also a seeder of new talents (with the likes of extremely succesful people in later years such as Juan Cabral or Leandro Raposo, among many many many many others) Did i say “many” enough? Being one of the things I like the most about all of that works was the way in which emotions were expressed through images, it is often said that creativity in Argentina was dramatically fed because of the infamous Corralito situation in 2001, which almost completely froze bank accounts and forbade withdrawals from U.S. dollar-denominated accounts. The tone of TV spots, introspective until then, became more of cheerful, trying to help people to overcome the sadness they were living. As part of this anomalous situation you can even find three minutes length tv ads done by Madre for Banco Hipotecario, being the length of the ad part of the strategy as to try people believing in banking again.
The latest Wonderbra outdoor campaign is all about user generated content. Conceived like a mosaic made of about 8000 images of women in their bras, the creativity forms the image of a close up shot of the bust of Wonderbra model Katie Green.
The underwear brand has also launched a website that is the interactive version of the outdoor and gives space to all the girls who submitted their photos to become part of the big shooting for the campaign.
This is not a nice post. Once again I have to sadly point out how it’s rare and unusual in Italy to find innovative ideas in interactive. This morning I was reading Pubblicità Italia, and I found the news about this campaign (sorry the article it’s in Italian), www.bodyscare.com a website created to promote the upcoming horror movie “Hostel II”. I visited it and I thought “cool, eventually an innovative concept! But it was just an illusion… Yes, because when you first land on the site you happen to see a L’Oreal kind of visual, promoting a beauty farm and a series of treatments to keep you beauty and young. However the positive impression lasts just for a couple of seconds, because after a moment the site reloads and because the ugly page I show below. So, to recap… they had a very good idea (hiding an horrow movie campaign behind a beauty farm site), but they didn’t take it any single step further. There isn’t a second level of content (and there was sooo much to play with!), everything is just a wallpaper! Flat, sad and depressing. Who’s the one to blame for this lack of energy? The client? The agency?
Next autumn the BBC will launch an online only TV series, the Wannebes. Netimperative reports the show will be broadcasted through a website which will also feature related animations and games. The series will allow users to interact with the 14 episodes, providing the characters with advices on their relationships and life choices.
Unicast is ready to launch on the market a new version of its video commercial. The new Flash based format will be interactive, allowing for side-by-side interactive elements during and after the video presentation. As explained in the press release, Avenue A, Ogilvy Interactive, and RPA are developing campaigns for advertisers using this latest version of the Video Commercial, the first campaigns are expected to go live in mid-June. Richard Hopple, Unicast Chairman and CEO, commented:“The Video Commercial with companion interactivity extends this tradition by ushering in the first generation of truly ‘interactive’ Television advertising. Never before has a single ad unit been able to unite advertisers’ brand and direct response objectives in so compelling a manner.”
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