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Interactive

North Kingdom Crafts ‘A Journey Through Middle-Earth’ Digital Experience

North Kingdom collaborated with Google and Warner Brothers to create a digital interactive experience entitled “A Journey Through Middle-Earth,” promoting The Hobbit: The Battle of the Five Armies, the final film in Peter Jackson’s The Hobbit trilogy.

The project is the conclusion of a two year partnership between the parties and the result of eight months of work. Built around an interactive map of Middle-Earth, fans can then explore 21 new locations from the world of The Hobbit and Lord of the Rings, and the updated map contains “3D animations, highlighting the paths of eight key characters in the films, including Bilbo Baggins, Gandalf and Aragorn.” North Kingdom also created “‘Hero’s Journeys’, an area of the platform that will allow people to relive all of their epic Middle-earth adventures, from Frodo’s journey to Mount Doom in The Lord of the Rings to Bilbo’s final battle in The Hobbit: The Battle of the Five Armies.” There’s also a new, peer-to-peer social battle experience allowing visitors to challenge their friends.

“This was an overwhelmingly exciting project for us here at North Kingdom,” said David Eriksson, chief creative officer. “Our challenge was to really push the boundaries of what is possible in a digital experience, drawing inspiration from the world of Tolkien and the drama world that has been built up throughout 14 years of epic films.”

You can watch a trailer for “A Journey Through Middle-Earth” above and head to the site for the full experience. Read more

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W+K Creates Interactive Video for Honda Civic Type R

W+K London created an interactive video ad for Honda’s new sportier Civic Type R which allows viewers to toggle between two stories.

Using the “R” key, viewers can switch back and forth between two story lines featuring the same main character. Seemingly an everyday dad, one story features the man picking his daughters up from school. But switch to the parallel story using the “R” key and you’ll see that by night he uses his Civic Type R for a more exciting type of mission. We’ve included a (very) short trailer above, but you really need to head to Honda’s YouTube page for the full experience. It’s a clever idea, echoing the experience of drivers toggling on the vehicle’s “Racing Mode,” and W+K and director Daniel Wolfe execute it pretty brilliantly.

We wanted people to feel Honda’s other side as well as see it, W+K London wrote in a blog post yesterday, “so we dreamt up a technique that brings together both narratives through a simple interaction.”

twofifteenmccann Crafts ‘#ThumbMoments’ for Pandora

twofifteenmccann have created a new campaign for online radio service Pandora, entitled “#ThumbMoments.”

Users of the service typically give a song a thumbs up to favorite a song, and a thumbs down to not hear the song on their station again. But on September 5th, twofifteenmccann and Pandora made the thumbs up much more meaningful. Fans who favorited a song by Lindsey Sterling, the song was interrupted by a live message from the star, followed by a one-on-one concert for the fan. Over the course of three hours, Sterling performed seven of these concerts for Pandora listeners. Their reactions form the backbone of the new online campaign, which debuted today.

The emphasis on the thumbs up emphasizes one of the service’s more recognizable features, and allows for Pandora to surprise fans of other artists with similar concerts in the future. Indeed, The New York Times reports that future “commercials will follow the same format, but Pandora declined to name participating musicians.” Additionally, hitting thumbs up for certain (unspecified) artists in the future will result in fans receiving “thumb gifts,” such as signed instruments.

“It was very emotional for listeners, and very emotional for Lindsey, too, because she could see them one-to-one in a way that she doesn’t even get to in a concert,” James Robinson, chief creative officer of twofifteenmccann, told The New York Times of the campaign. “She could see what her music meant to these people.” Read more

The Sweet Shop Directors Team Up with Google Creative Lab for Cube Project

The Sweet Shop directors Steve Ayson and Damien Shatford teamed up with Semi-Permanent and Google Creative Lab Sydney to create a project demonstrating the capabilities of the new Google Cube.

Tasked with utilizing the Cube — a “six-sided display that integrates motion technology to offer its audience members an active role in the storytelling process” — to tell a unique story in a never-before-seen way, Ayson and Shatford rose to the occasion with an innovative approach. They crafted a narrative “in which the six sides of the Cube would be used to tell a series of short stories in which the characters move across each side of the device, each experiencing their own adventure while simultaneously becoming the heroes, sidekicks, and villains of their neighbor’s worlds.” Intriguingly, the six sides of the Cube each correspond to one of the seven major narratives of literature (ie. tragedy, comedy, etc.), while also completing a cohesive, unified story. Read more