Rejoice all ye folks! For Digital Analog is back! And how! After a seemingly long hiatus we bring to you fresher and newer stories right off the hook that will get your brain muscles all pumped up and creative juices flowing!
It has a long and busy year for us all at the studio here. While the rest of the country rejoiced at the triumphant send-off of the all Indian Managalayan Mars mission, attempted to figure out their political loyalties, launched into heated debates about the emergence of the voice of the ‘aam aadmi’, collectively admired Miley’s moves, united over the teary farewell of a cricketing legend from the sporting arena and grieved over the death of a long standing symbol of peace, we worked and then worked some more; diving headlong into crafting engaging and meaningful experiences for our people and brands. We continued to stay inspired, kept alive our creative experiments and explorations and churned out some masterpieces. Alas, in all of the frenzy, the blog took a back seat. But hey let’s get it straight! We love Digital Analog! And what better time to rekindle our romance with curating the world of contemporary new media, art and technology than now! In the cheery festive spirit of Holi we bring to you, with much excitement, the first of our ‘back after a hiatus’ posts!
Looking back at the year that went, it reviews some of the global campaigns that are our favourites with respect to the innovative ideas, reinvention of technology, and state-of-the-art execution.
Without mincing any more words, here’s to the best of the year that was…
Beldent ‘Almost Identical’
The first of the campaigns features in the list largely because of its attempt to debunk an age-old social stigma through the medium of art and public engagement. Del Campo Saatchi & Saatchi’ conceived of a museum exhibit, social experiment cum marketing campaign for Beldent, all rolled into one, that went by the name of ‘Almost Identical’. Definitely a first! Conducted at the Museum of Contemporary Art in Buenos Aires, they set out to disapprove, in a unique fashion, the stereotype that relates chewing gum to generating negative impressions. Five sets of identical twins were the subjects of investigation, put on display in full public scrutiny. Styled to look perfectly identical , the only difference was that one of the twins was to chew gum during the entire duration of the piece.
During the course of the day the museum visitors were asked a variety of questions pertaining to the image of the twins as perceived by the onlookers themselves. The exhibit was interactive and kept recording the answers, which when analysed seemed to indicate that the more positive image was, in fact, attached to the twin chewing gum!
It could be argued that chewing gum needn’t have anything at all to do with either a positive or negative image, and that the demonstrated outcome in this case, lacks basis and credibility too. Nevertheless, kudos to this experiment for it, at least, seeks to trash a commonly existing social prejudice.
The list cannot be complete without including the twitter-based campaign, what with twitter being the choice for a physical interface for an increasing number of marketing stints the world over. Of the many that we came across, one that left an indelible mark was the Budweiser UK supported tweet-powered knitting machine that knits Christmas sweaters out of , well, hashtags! Named Knitbot, it produced sweaters to spread the Christmas cheer particularly amongst the sober anointed drivers in the town.
The knitting machine was powered by the #Jumpers4Des hashtag on Twitter, and the more the tweets containing the hashtag, the more number of sweaters produced with the quintessential Christmas motifs for designated drivers.
While reinforcing the act of responsible driving in a subtle and novel manner, the idea also acknowledged the drivers who chose to remain sober to drive their reveling folks and friends home. Great job trying to drive the message home!
Coke Invisible Vending Machine
An acclaimed Valentine’s Day stunt by Coca Cola charmed the couples but left the singletons in a mighty huff! Nevertheless the campaign must be mentioned for its exquisite use of technology spot on occasion!
Seemingly invisible, the beverage dispenser was installed on a pedestrian street and was coded to light up only when it sensed a pair of people walking past. Though this brings us to question its ability to discern the ‘couples’ from the other pairs!
Once it revealed itself with dreamy spectacular visuals, creating an ambiance for the couple to serenade and celebrate their love, it offered as reward, a pair of personalized chilled coke cans! In a bid to spread some love and happiness, the gimmicky yet impressive campaign managed to grab quite a few eyeballs!
British Airways ‘Lookup’
British Airways launched a new campaign called “Look Up,” and the endeavour redefined innovation in digital billboard advertising. Located in London’s Piccadilly Circus and Chiswick, the billboards feature a young boy pointing up at the sky. As you watch, lo and behold, the path of the boy’s finger is aimed at an actual plane above! And the magic doesn’t stop just there! The billboard updates in real time, displaying the flight’s number and origin.
The digital billboards use custom-built surveillance technology to track planes flying overhead. This triggers the change from the current digital display to that of a child pointing at the plane, followed by a custom message conveying information about the lowest fares, weather conditions, and the works! The ads are a part of the airlines’ “Magic of Flying” campaign, which intends to remind people of the fascination that flying can evoke especially when seen from the eyes of a child. The digital wizardry creates a seamless and enchanting experience for the spectator.
Indeed the sky is the limit when it comes to cracking technology to unleash some real-world magic!