Great work, inspiration, and helpful resources
Architectural video mapping (AVM), also known as digital projection mapping, which turns the sides of buildings into canvases for art, is fast becoming more and more commonplace. By projecting images into the façade of buildings artists are capable of producing some pretty amazing video-based creative pieces. The technique hopes to be a new frontier for advertisers in the future. AVM is currently being used by a variety of different companies in a wide range of sectors and has evolved to fit smaller objects including the New Balance shoe and the Toyota Auris as well. Polo Ralph Lauren recently used the technology in an event the founder’s son David Lauren calls “merchan-tainment” describing the technique’s ability to blur the line between commerce and entertainment.
Shoppers in New York and LA had a unique opportunity to purchase a limited edition release of the redesigned classic Airwalk, JIM. Partnering with GoldRun, Airwalk placed virtual replicas of the shoe within pre-designated areas of NYC and Venice Beach. "To be able to buy one of 300 limited-edition pairs...shoppers had to locate an image of the shoe via augmented reality". Upon finding the virtual good shoppers could use it to purchase the actual product - the pop-up store made invisible. GoldRun, an augmented reality iPhone app, allows users to collect virtual goods much like a scavenger hunt. GoldRun expressed that their "ability to subtly deliver brand messaging through compelling game-like experiences that also provide immediate and relevant user rewards" make it a good partner to all sorts of companies who would like to play in this space. Their recent H&M program is another great example of similar work.
T-Post is the world’s first and only magazine you can wear. T-Post editors choose “an interesting topic based on one or a few related offbeat news stories. The stories … are usually those that are slightly outside the radar of the mainstream media but say something important or interesting about a current event.” The copy (written on the inside of the tee) is sent to a visual artist who interprets the story and creates a graphic for the front of the tee. Issues, released every six week are not available in stores, check out their site to subscribe and have the next issue delivered to your door.
T-Post remarks “for us it’s a way to use fashion and art to spread the word about things that are important to us and the world by using one of the best pop culture mediums ever invented: THE GRAPHIC T-SHIRT.”
Pretty awesome.
TED (Technology, Entertainment, and Design), a non-profit organization, passionately espouses that ideas have the power to “change attitudes, lives and ultimately, the world”. This organization actively seeks “ideas worth spreading” and awards people for their efforts in this pursuit. This Tuesday TED turned their sights to the advertising community with the challenge to create an “ad worth spreading”. Thirty second to 5 minute video advertisements, submitted by January 10th, 2011, will be judged on their ability to “reinvent, inspire and engage audiences with a new definition of what video advertising can mean in the digital age, using TED.com as its platform.” Check out TED.com for more information on this enticing contest.
