All posts filed under “Advertising

Maison Hermès window display

Maison Hermès window display

I’d only recently seen this on designboom, and I had to post it as its such a well made installation.

Just watch this video.

based on a window display he first presented in 2004, the japanese designer tokujin yoshioka has now restructured it using a japanese actress currently being presented at Maison Hermès, japan. the installation will run from now until january 19th, 2010.

‘on designing a window-display of Maison Hermès, I intended to express people’s daily ‘movements’ with a suspicion of humor. there are moments when I perceive a hidden presence of a person in the movements born naturally in daily life. I created a design where one can perceive someone behind the scarves as if life were being breathed into them. the window is designed with an image of woman projected on to a monitor. the scarf softly sways in the air in response to the woman’s blow. ‘ – TY

The fun theory

Quite a few people have sent me The fun theory, a viral campaign from ad agency DDB Stockholm for Volkswagen.

“This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or something entirely different, the only thing that matters is that it’s change for the better.”

I really like the concept of creating these playful experiments for the good of using our bodies & the environment.

The World’s Deepest Bin
fun theory
“To throw rubbish in the bin instead of onto the floor shouldn’t really be so hard. Many people still fail to do so. Can we get more people to throw rubbish into the bin, rather than onto the ground, by making it fun to do?”

I like this one best out of the two, particularly as its a new idea. Drop the litter in the bin and a sound plays making it seem like the rubbish is falling a very long distance to the bottom of a pit, encouraging you to put more rubbish in to the bin (or perhaps throwing away things that aren’t rubbish to hear the noise again, eek).

Piano Staircase
Piano Stairs
“Take the stairs instead of the escalator or elevator and feel better is something we often hear or read in the Sunday papers. Few people actually follow that advice. Can we get more people to take the stairs over the escalator by making it fun to do?”

Its nice, but the idea has been done many times before. This is the first time I’ve seen the stairs be made to look like white & black piano keys though, like the big piano toy.

1) Back in 2006 I wrote about Tuned Stairs
tuned stairs

2) Also by the Gainer team for the NTT ICC in Tokyo.
gainer musical stairs

3) And at the Museum of Science in Boston (watch videos).

4) Also in the Science Museum of Minnesota (watch video)

5) And finally also at the Sony Centre in Tokyo (watch video)
sony musical stairs

In true viral nature you will be able to upload your own video ideas on the theme to win a prize, so it’ll be interesting to see what concepts the people come up with.

Lupin Steal

Lupin Steal

In a previous post I wrote about Live Drive, a project that had a camera mounted to a scalextric car that you could drive around a model town & see the video stream live, created for a Honda advertising campaign.

This time Tokyo based Semitransparent Design have created another live virtual environment for Lupin the 3rd. Lupin III is a popular character in Japan, having anime tv series and movies, about a gang of thieves who steal treasure and escape from the law (watch video).

For this ad campaign, visitors to the website have to steal a diamond by guessing a random 6 digit number. There are 5 diamonds to be taken, and each winner taking home 1,000,000 yen. Of course each diamond has a different random unlock combination. Instead of just showing a number keypad in Flash, Semitransparent have created a real model of a diamond room with a projection overlayed on top, with real led lights & number display (see image above).

Lupin Steal

This is a multi-user application, so 5 people can enter the diamond room at one time. Once visiting the site, users are shown the lobby screen (shown in this top image), which is a view of a security desk. The monitor on the desk shows 4 live camera views of the space and the current activity within. As a fun bonus, anyone calling the phone number shown on the post-it-note will see the phone on the table light up and will hear Lupins voice.

Getting inside the diamond room is very hard, you have to be lucky. If there are hundreds of people trying to get in, but only 5 are allowed, then your percentage of opportunity goes down. Japanese readers will be able to understand the instructions, but it took me many attempts. Try your luck here www.lupin-steal.com/live/

For the rest of us, here is a video.

I really like the approach that Semitransparent take. Creating these semi-real virtual worlds creates a higher sense of immersion and role playing than a standard Flash game could. Below the top photo shows the set-up with the cameras & the model room, as well as their nicely housed custom hardware controllers.

Credits…
Sanko Partners : agency
777interactive : creative director
PYRAMIDFILM QUADRA : producer
Semitransparent Design : design and development

Lupin Steal

Big Shadow

Big Shadow

Blue Dragon is a role playing game for Xbox 360, from legendary Final Fantasy creator Hironobu Sakaguchi. In this game, your characters shadow grows into a blue dragon during turn based fight sequences.

Big Shadow was an interactive wall, OOH (out of home) advertising, that promotes the core principle of the game through engagement of people with their shadows. Located in the centre of Shibuya Tokyo, it projects participants shadows 40 metres on to a building. By waving your hands in the air, it will randomly stretch your shadow upwards and turn it into a dragon, then playing a predefined animation. The dragon could also appear as a minotaur or pheonix. Other (unrelated) animations include being squashed by a large foot, or water being poured onto participants from a cup.

Watch the video

As well as live real shadows, virtual participants could log on to the site, and take it in turns to augment a virtual shadow into the real space. A live video feed would show the street projection. A player would control a fake persons shadow, making it dance and turn into the creatures, which would be added to the street projection.

Created by GT, ZOOLIB, IMG SRC, YUGO NAKAMURA and PROJECTOR.

Other shadow related posts:
Shadow Monsters, Shadow Story, Takashi’s Seasons.

Big Shadow

Audi TT viral in Processing

Audi TT

I rarely post any motion graphics work, but is so lovely I was too tempted.

Universal Everything have produced this viral ad for the launch of Audi TT in Australia. Their site says “We created a software-based realtime wind tunnel to generate the HD video, an interactive wind-tunnel is currently in development”. It was art directed by Matt Pyke at Universal Everything, who brought in Karsten Schmidt, aka Toxi, to program the visuals using Processing. In his Flickr comments, Karsten explains that the rendering process took 4 hours, and that a making of video is on the way. More on this soon.

Watch video

Flickr images

[update] Karsten has now released some interesting insights and a behind the scenes video into the process, check here.

Audi TT

Live Drive

Live Drive

Following on from my previous post about the work of Semitransparent Design.

This time, they have created an online driving simulator for Honda called Live Drive. A banner campaign on Yahoo! enticed people to the Honda Live Drive site. Once there, you would wait in a queue if it was busy and could speak to other people whilst you wait your turn. At the right time of day (Japanese working hours), you could enter the driving seat of a real scalextric mini, driving it around a track from within the Flash application. A wireless camera attached to the car gave you a first person perspective.

Unfortunately the obvious lag over the internet detaches you slightly from realtime reactions to corners etc. I tried as hard as I could to make it fly off the track, but it seemed impossible. I love the set design though, as you can see from above. With improvements on the latency and a higher resolution camera, this project would be much more polished. The images here don’t show, but the interface that the advertising agency (who have this set in their offices) use to control the project has a giant emergency shutdown button, just in case the cars get out of control. Nice touch.

Why do I blog this?
What’s interesting is a virtual world perspective, created by a real physical world.

I have seen this a few times. Fur made a first person pinball game, where you head is in the machine with flippers at eye level, called The Furminator. Toke Barter and Anthony Mace from the Royal College of Art created Virtuality, a tiny real landscape with controlled environmental conditions, viewed through a screen to give the virtual perspective. Francobelge Design created RC/Fight, radio controlled cars with mounted cameras. This is the same approach used by artist Sabrina Raaf in searchstoretrash, driving a car around tracks in the gallery from an alternative perspective.

Live Drive

Human Locator

Canada based Freeset Interactive have combined video tracking techniques into a service aimed at retailers called the Human Locator.

humanlocator

Using movement blobs, their software tracks multiple targets, direction, speed, size of person etc. This can then be used to control frames of animation to grab the people’s attention.

Anyone who saw Minority Report will remember the advertising boards that scan shoppers’ retinas to talk directly to them as they walk around, offering products based on their buying history. In a similar way, Human Locator seems like a step towards more direct outdoor advertising.

It would be nice to see some example videos on the website of public reaction to the advertising. It could also do with a bit more info on the advantages of this method of advertising, rather than the technical issues. Why use this instead of traditional advertising? What effect does this have on the brand?