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Outdoor

David&Goliath Puts On Live AR Experience for California Lottery

David&Goliath wanted to do something a little different to promote the California Lottery’s California Black Exclusive Scratchers tickets as part of their “Luck Will Find You” campaign. So the El Segundo, CA-based agency teamed up with production company V Squared Labs to create the “first-ever real-time, augmented reality experience.”

Utilizing “a mix of live TV production and augmented reality,” David&Goliath and V Squared Labs brought Lady Luck to life on a massive LED screen at L.A. live on February 9th. Select bystanders were given the opportunity to dance and interact with Lady Luck in real time. Pulling off the augmented reality experience was made more difficult by having “set times to go live and nail the performance before the next advertisement went on,” combining some of the more difficult aspects of live television with those associated with creating a believable experience out of augmented reality technology. After each performance, the scene was reset and the crew went through the whole process all over again. It’s exhausting just thinking about it. In order to account for any mishaps, and to make the experience as seamless as possible, V Squared Labs “created a custom software platform to react to real-time interactions,” including any possible mishaps.

“It was all about creating a fun, engaging, interactive piece of entertainment,” says David Angelo, founder/CCO of David&Goliath, and it seems the agency was willing to pull out all the stops to make it happen. Check out the video above to see how the whole thing came together, and stick around for credits after the jump. Read more

As a Zombie Fan, I Thank You, Relevent (Now, Only If We Were in Union Square at the Time)

There’s not much to say, but as The Walking Dead crawls, groans, lurches, etc. to the telly soon, here is a nice little stunt set up in Union Square today by NYC-based, MDC Partners-owned experiential marketing agency, Relevent. I promise to never walk over a sidewalk subway grate again (ok, at least for today). In case you missed this one, here’s a prank from just a couple of weeks ago on the AMC show’s star Norman Reedus in London.

Russian Flaming Billboard Today’s Ad Ripoff?

flaming billboard

It’s been awhile since we reported on a potential ad ripoff, but this one got our attention.

A restaurant in Yekaterinburg, Russia decided to promote their flame-broiled steaks with a flaming billboard. The technique is strikingly similar to a 2011 Deutsch NY campaign promoting Outback Steakhouse’s wood-fire grill cooking platform in which, “three long, brown cylinders running along the front of the billboard—symbolizing a grill—[were] ignited.” The new campaign certainly shares a lot in common with Deutsch’s work for Outback, although that campaign was significantly more badass, ending with “The flames [consuming] the billboard and the grill [falling] off, landing on a car, [resulting] in an explosion.”

It would be a much more clear case if the billboard in question were in the US, but the distant location suggests that it’s at least possible that the similarities are a mere coincidence. Did the Yekaterinburg restaurant rip off Deutsch’s campaign? We’ve provided footage of the Outback billboard below for comparison. Let us know what you think in the comments section.

Korean Air Lands on Madison Ave

Korean Air has landed downtown in Madison Ave, with a new, interactive video wall aimed at enticing business travelers.

The immersive, interactive wall, designed by Pearl Media, was installed at 335 Madison Avenue — a location strategically selected for its heavy foot traffic and proximity to Grand Central. Visitors to the wall, after activating it through gesture-based technology, are invited to choose from a list of cities, including Dubai, Bali, Seoul and Prague. Then, the video screen immerses them in the selected location and prompts them to take a photo, which can then be emailed and shared on social media. A sweepstakes is also part of the promotion: nine winners will receive a $500 Korean air voucher.

koreanair

The experience “…is intended to be a market disrupter to encourage travelers to consider Korean Air,” says Pearl Media CEO Josh Cohen, who adds, “Breaking demanding business travelers out of their familiar patterns is an ongoing challenge for airlines.” And yes, Pearl Media’s Korean Air experience attempts an intriguing solution. It also looks pretty fun. Check it out for yourself if you’re in the neighborhood, and let us know what you think in the comments section.

Ta No Mapa! Draws a More Complete Rio de Janeiro

In America, we may have to worry about politicians manipulating our maps, but at least we know that the maps themselves are complete. In Brazil, that’s not something the people can take for granted. In Rio, for example, there are more than 1,000 favelas that simply appear as blank or incomplete spaces on maps. However, some folks at JWT Brazil just launched a campaign with the educational organization Afroreggae that will let students in Rio conduct research and accurately draw a new map that includes the favelas. The goal of “Ta No Mapa!” is to let kids interview business owners and ultimately manage the online mapping platform as a means of social communication. Think of it as digital networking for future employees who, until this point, have limited access to this type of social media entrepreneurship and creativity.

JWT and Afroreggae hope to expand to other cities and favelas in the future if the project succeeds. Bem feito and credits after the jump.

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Helping the Homeless, with Advertising

Some young ad students, who you may remember from this QR code eulogy, wanted to do something to help the over 3,000 homeless people in San Francisco. But, like most students, they were broke. So they decided to employ the knowledge they learned in ad school as a tool to make a difference.

The group came up with creative signs, designed to attract attention and increase the likelihood people would give money, and handed them out to willing homeless men and women around San Francisco. These signs included slogans like “My start-up needs more investors,” “Invested in MySpace. Here I am,” and my favorite, “For every dollar you put, a Justin Bieber fan dies.” While some may question whether these signs make light of the difficulties of homelessness, people aren’t used to seeing humor employed in such a situation, and it may be just the thing to attract the attention of those who would normally ignore more traditional pleas for help. At any rate, it seems that the project was well-intentioned. It’s hard to say whether their efforts made a difference, although they make it seem like the signs helped in the above video. Let us know what you think of the project in the comments section. Credits after the jump.

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john st. Wants Us to Know that Toronto is ‘More Than Ford’

Making a city self-promo is hard enough without having to compete against a crack-smoking homicidal mayor who has become a big-bellied joke of a scandal around the world. Toronto-based john st.’s “More Than Ford” compilation video of all things pleasant in its hometown attempts to do just that for a Canadian city that has been the unfortunate butt of the news for too long. The project comes from a good place, but the execution is typical, and as a result, uninteresting.

I think there’s a way to do this, to help Toronto separate itself from Rob Ford, but doing so would require a more self-aware, confrontational approach. john st. repeatedly puts out quality work, but this spot feels much too clean for the circumstances. Every city has people doing cool gymnastics in parks and drinking coffee. What makes this interesting and specific to Toronto? Where is the voice? It’s out there, but it doesn’t sound like a benign, glossy magazine cover.

Credits and a brief disclaimer after the drug-free jump.

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McCann Toronto’s Peel-Off Tattoo Posters Double as Fading Fast Coupons

Have a tattoo that you regret? Maybe that Alex Rodriguez ink seemed like a good idea at the time. Maybe you thought you’d always love 98 Degrees as much as you did in 1999. But getting a tattoo removed is hard, right?

McCann, Toronto is working on dispelling that conception with their new work for laser removal center Fading Fast. They’ve created an outdoor campaign featuring billboards of tatted-out individuals. The catch? The tattoos can be peeled off to reveal that they are, in fact, coupons for 50% off tattoo laser removal at Fading Fast. McCann’s video for the campaign, featured above, shows people interacting with the posters and gradually removing all the tattoos. Bonus points go to the agency for featuring the music of The Ramones.

The campaign is a clever way of making tattoo removal seem easy, while also giving those who might be interested in removal incentive to go directly to Fading Fast. We suggest Chris Brown avail himself of their services if he’s in Toronto any time soon. Credits after the jump. Read more

JWT Brazil Uses Graffiti Interventions to Raise Breast Cancer Awareness

JWT Brazil, the agency responsible for the “91 Rock Clock” progressive wake-up app and turning Brazilian teen mag Capricho into an iPhone amplifier for Coca-Cola FM has a new project raising breast cancer awareness for A.C. Camargo Cancer Center.

Dubbed the “Anti Cancer Paste Up,” the project uses the graffiti and tagging around Sao Paulo to raise awareness for breast cancer. The narrator of the spot remarks that everyone always assumes the graffiti was done by male artists. So JWT used painted posters over the graffiti of several artists, in each case pasting over an image of a breast with a post-mastectomy image, in an attempt to spread the message that breast cancer “is a real problem and…can happen to anyone.” The WPP-owned agency hopes that the “youthful language” of graffiti can help them reach young women and convince them to get breast exams that can result in a 90% treatment success rate. It’s the kind of innovative and unusual approach we’ve come to expect from JWT, and should turn some heads to raise awareness of an issue that’s much too easy to ignore. Credits after the jump.
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#StealBanksyNY Site Promotes Theft, Artistic Freedom, Awkward Hashtags

Screen Shot 2013-10-30 at 12.02.46 PM

Stealbanksyny.com does not exactly have a ring to it, but the new site created by two NYC digital ad folks – Derek Evan Harms & Damjan Pita of Razorfish and AKQA, respectively by day – is an interesting bit of content to check out as Banksy’s unofficial October art tour comes to an end. Users can find a map of New York that shows where FREE Banksy art is all over the city. Each FREE bubble links to an image of the art. People have already stolen some of the work, whether it be traffic cones, car doors, or wall art. On the site, in big block letters reads the rallying cry, “Better Ours Than Theirs.” Underneath that in a bright orange rectangle is, “Get it before the MOMA gets it!” And then, of course, is the famous Picasso quotation that has been mimicked by everyone from Quentin Tarantino to Steve Jobs: “Good artists copy, great artists steal.” At least there’s no ambivalence.

Banksy has encouraged people to shake things up instead of simply following the rules. And stealing – or borrowing with no plans of returning – his street art is the perfect way to honor the man’s words. Besides, MOMA already has enough art.

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