Leo is a life-size avatar of Lionel Messi – created by Wieden+Kennedy for FIFA 14 – with which you can interact on a dedicated website. That is, if you have super fast internet and a powerful computer, cause at the AAB head offices (where we have pretty high computing standards) discovering Messi was a faltering affair – we could barely take a screenshot while our Macs were working hard to process the life-size data. No wonder, according to the press release Leo was built in Maya – by Amsterdam based Resn – from “hundreds of high-resolution photos of the real Messi and 3D scans, which were projection-mapped over 750 ‘bones’ to mimic and reflect human actions.” What’s more “through artificial intelligence LEO’s actions change based on how you treat him.” This sounds a little like Tamagotchi, but it’s probably more innovative than that. If you don’t get Leo to work properly on your desktop, you can also check him out on your mobile, through a custom-built HTML site. Though on mobile Leo doesn’t have the Tamagotchi skills, you can still check him out head-to-toe, cause the mobile site utilizes swipe, gyroscope and accelerometer, making for an intuitive exploration. In any case, the message that FIFA’s avatars are hyper realistic is out there.
When SSSS & Orchestra was looking for a digital manager, it more or less directly asked employees of the other agencies whether they were interested. By using these banners and the IP numbers of its competitors. They asked, is your MD around? When clicking ‘yes,’ the ad would change into a banner of one of SSSS’s clients, when clicking ‘no,’ it would change into a recruitment banner. Simple as that. The only reason why this might have not been successful, is that they put the ads on Adformatie.nl, which is clearly not the right umfeld for a digital strategist. Nice concept anyway. And in case you don’t hate casefilms, here’s the casefilm.
Quite a teaser this commercial made for the Ministry of Social Affairs that advertises a platform that tries to stimulate people to make more out of their working lives. The platform and its experiments have been developed together with the University of Amsterdam, which is actually why it might be a little too highbrow for the lethargic target it tries to motivate. But all in all it’s beautifully executed and a typical THEY concept; educational and well designed. The film was directed by Jeroen Annokkée (CZAR) and the site developed by MediaMonks.
Wow, we’re seriously jealous of this stuff for Hi, created by FHV BBDO and director Joris Dommels. Hi already was the most edgy brand in the world of mobile providers, but now it has gone one step further in promoting its 4G network. With all the freedom in the world (just like 4G) FHV came up with the hashtag #morecrap (“From The Web”) and used one of the stars from the Hi commercials to create and re-create a pile of internet crap – Vines (such as this French Fries player), Gifs, and other ‘raw’ material. The separate items were first seeded on platforms like Reddit (where one of the films became the second most popular GIF in no time) and 9GAG, and then compiled in ‘proper’ formats, such as banners and the commercial featured above this post (for cinema only). Finally, there’s even an online ‘TV’ format, created together with the Kings of crap, Dumpert. Here you can find all the content. The production was done by We Are Will and the post production by Circus Family.
Production agency MediaMonks won the majority of Dutch prizes at the Lovie Awards; 17. That’s quite a feat – though we have to add that the “People’s Lovies” (7 out of the 17 awards) are mostly about collecting votes among the crowd. On agency-level DDB & Tribal did best with 3 Gold, one Silver, and one Bronze. On project-level we very much liked KLM Space (DDB & Tribal / MediaMonks). We also liked The Big Internet Museum (TBWA / MediaMonks), about which we did a special piece - it won two awards, as well as two People’s Lovies. Here you can find the complete list of Amsterdam winners. And here you can find all winners with case-links. The relatively new Lovie show is in its third year now and celebrates, according to the website, “the most resonant and pertinent stories in Europe, those inside and outside of the prevailing trends.” That sounds pretty generic for an award show. But the event is actually quite focused – except for the shit load of categories. After all, it is named after Ada Lovelace, who wrote the first algorithm, and thus stands for technologically advanced concepts – so, basically, you could call it the European Webbies. In any case, congrats to all!
The Ambassadors have a ‘Playground’ program, which means creating stuff just for the fun of it. This film, dubbed Delfts Blauw (the distinctive blue pottery from Delft), is one of the results. When we asked Will Jeffers, part of the VFX team, what the pile of shards at the end means, he answered: “we wanted to leave that ambiguous. Perhaps the girl is unlucky in love. Or she is a real femme fatale.” Either way, we love it.
Crafty stuff, this website (in Dutch) – dubbed “The Big Interview” – for one of the biggest law firms in the Netherlands; Houthoff Buruma. It’s a virtual (static) world where you can prepare for a job interview at the “Big 7.” Each firm has its own building and by zooming in, you can discover how you compile a CV, dress smartly, act in an interview, etc. One thing we don’t really get is why Houthoff is doing this. First of all, if you educate students too much about interviews they might fake it into your firm. Secondly, these guys are helping their competitors as well – so the effect evens out. We know, it’s also about making the Houthoff brand more attractive. Then again, the only brand that really adds something to this site is Talent First, the recruiter that explains in a bunch of YouTube films how to prepare. So, strategically maybe a bit wobbly, but as a concept quite impressive. It comes from a collaboration between Ruby’s Glue, Taco Zuidema (art), Huib Maaskant (copy), and Maarten Versteege (artwork). The site was built “tablet-first” in HTML5 by Thispagecannotbefound.
Xavi’s Lab is Glassworks’ fully committed Special Projects division which takes on projects that fall outside the traditional post-production and digital services. Xavi’s Lab was set up by Xavi Tribo in 2011 and uses the agencies collected experience to create pieces that can fill technical requirements for shoots, installations for experiential platforms, or simply provide inspiration and fun for overworked creative brains. Xavi’s Lab latest project is CubePix. The fully interactive and real-time 4D projection mapping package was conceived and developed by Xavi himself. Combining a projector, a Microsoft Kinect, 8 Arduino boards, 64 servo motors, 64 cardboard boxes and ‘simple’ human brainpower. CubePix was invited to be a standalone exhibit at this year’s Sónar Festival, Barcelona’s International Festival of Advanced Music and New Media Art and was also selected to participate in the Bloop Festival in Ibiza. CubePix will be located in Amsterdam for the next couple of months. To arrange a visit or find out more about Xavi’s Lab you can get in touch with Glassworks.
You are what you ‘Like’. So, connecting people through the ‘Pages’ they like on Facebook makes an interesting app. Ad agency Energize has dubbed it ‘Like Companions.’ Apart from knowing who in your circle of ‘Friends’ likes the same pages, you can also make new friends. It wouldn’t make us buy a Samsung Galaxy S4 – after all, the concept of Liking is pretty device agnostic – but in all fairness, it makes Samsung as a brand yet a little smarter. There’s also a video explaining the concept – with a visual style that doesn’t really match with the smooth website. The site is built by MediaMonks and the instruction film illustrations drawn by LouLou & Tummie (Shop Around).
A typical Achtung! concept, integrating on and offline in a playful way – and digital concept of the year, if you ask us. With this “Bannerbahn” the agency brings digital to the streets, or the streets to digital – depending on how you look at it. To introduce the new Volkswagen GTI Achtung! painted the websites of Nu, Telegraaf, Autoweek, and GeenStijl on tarmac and subsequently brought in a Stig-like character to frantically race a GTI through the banner spaces, while being filmed from the top with drones. With the exact right measurements these ‘banners’ will be uploaded on the respective websites at noon and 4pm on Friday the 13th. The readers can click the car – as quickly as possible – and the fastest clicker gets the car. It is not the first time that Achtung! creates an on/offline race; in 2011 it organised a race between Jens Button, on tarmac, and a digital opponent, in a simulator, for Vodafone. This Bannerbahn however transports the race to a digital environment, and allows everyone to participate. It goes without saying that the execution must have been quite a hassle – here is a making of (in Dutch) that shows more or less how it was done. To realise this creative feat Achtung! teamed up with Kwasten met de gasten (paint job), Thispagecannotbefound and Adrime (digital), director Lee Ford (known for directing TopGear), Deane Thrussel (D.O.P.), Munky London and Storm Amsterdam (3D and Post), and Stable TV for the teaser – featuring copywriter Joep Drummen, for that matter.