Full disclosure: I pretty much copied and pasted all this content from various sites around the web, some from adweek, some from Cannes. Please do not sue me as I’m basically a very nice person.
SURRENDER YOUR SAY
Overview: Tourette Syndrome is widely misunderstood. The Tourette Syndrome Foundation of Canada wanted people to comprehend the frustration, randomness and isolation of the condition by actually feeling the lack of control experienced by those living with the disorder. The Foundation worked with Saatchi & Saatchi Canada to launch Surrender Your Say, a campaign in which Twitter users relinquished control of their feed and allowed Tourette tics to be tweeted randomly under their name. It was controversial. It hadn’t been done before. And for a day, thousands felt what it was like to have Tourette Syndrome in front of millions of followers.
BMW A WINDOW INTO THE NEAR FUTURE
Overview: It’s been more than 30 years since American auto and oil industries preempted the original promise of electric cars, and BMW was eager to show New Yorkers that the future of mobility has finally arrived. To build awareness and create anticipation for the new, all-electric BMW i series, BMW transformed a street-level window’s reflection of live traffic on 6th Avenue into an idealistic vision of a world populated by (mostly) electric cars. Four creative agencies collaborated over seven months to design and build the installation, which used digital projection and motion-detection technology to swap BMW i3 and i8 vehicles for the actual cars in the window’s reflection, giving passersby an exhilarating glimpse into the near future.”
Overview: Carly is a young woman living with autism, and is the co-author of the book Carly’s Voice: Breaking Through Autism. To help promote her book, john st. wanted to bring people as close as possible to the feeling of living in Carly’s world. Since autism inhibits “normal” social interaction, the project took the form of an interactive video over the course of which the user gradually loses control, an experience that mimics the loss of control and focus Carly describes in her book. The level of interactivity we are accustomed to in websites is also consciously inhibited, and the site gives us a first-person point of view into Carly’s experience.
THE MOBILE ORCHESTRA
Overview: In this innovative app-based holiday card, AKQA sent a clear message to friends, family, clients and beyond: the holidays are best spent with others. Teaming up with the Pacific Chamber Symphony, the agency created an interactive orchestra that joins up to twelve phones and tablets to perform a single song, “Carol of the Bells,” a sort of digital carol to bring people together. Groups of friends can sync their mobile devices and each person is assigned one of twelve musical roles—maybe conductor or cellist. As the carol begins, they play together in harmony. Executive creative director Stephen Clements described the in-house project as “a great process of invention and problem solving. When you have very limited time and resources you make quick decisions and don’t overthink things. It’s more fun that way.”
A NEW KIND OF CATALOG FROM IKEA
Overview: With customers increasingly using their smartphones to get the same product information and decor inspiration provided by IKEA’s print catalogs, the global furniture retailer knew a revamp of its iconic mailer, then in its 61st year, was in order. But with over 200 million print copies still effectively serving readers of all ages in every corner of the world, an all-digital approach was premature. McCann New York devised a balanced solution. Working with interactive studio All of Us, the agency created a mobile app companion to the catalog that let readers scan printed images to unlock a whole world of additional online content—expanded product details, photo galleries, how-to videos from designers and more. McCann’s three-pronged UX/design, technological and storytelling overhaul turned the catalog experience into an evolving innovation platform worthy of a brand that “dares to be different.”
VIRGIN MOBILE BLINKWASHING
Overview: When you’ve already got a cell phone plan, you’re not likely to pay much attention to other offers, no matter how good they might be. Virgin Mobile’s Blinkwashing, an interactive YouTube experience that reacts to the blink of an eye, solves that problem by surprising the viewer into watching. It works by enabling a person’s webcam to scan for eye location and movement to accurately detect when a viewer blinks. Then, with every blink, the video on screen switches, while the dialogue continues uninterrupted. The ad is made up of 25 different films, all perfectly synced for a seamless transition between clips. Mother New York, working with Greencard Pictures and rehabstudio, created completely new technology to let viewers blink their way through an endlessly changing stream of videos detailing the benefits of switching to Virgin Mobile.