Uniqlo and NYC based Firstborn team up for a project that owns Pinterest.
To wake Pinterest users from a scrolling slumber, Uniqlo created 100
separate shell Pinterest accounts that pinned images simultaneously. As
users scrolled down their favorite categories, they came across all the
images, which combined to create giant mosaics that “animated” when
scrolled through.
The giant branded mosaics can be seen by Pinterest users whether or not
they follow the Uniqlo brand page. The project targets five categories
on which mosaics will appear: men’s apparel, women’s apparel, geek,
fitness and sports.
Back to the Start depicts the life of a farmer as he slowly turns his
family farm into an industrial animal factory before seeing the errors
of his ways and opting for a more sustainable future. The soundtrack of
the short film is Coldplay's haunting classic 'The Scientist' as
performed by country music legend Willie Nelson.
Both the film and the soundtrack were commissioned by Chipotle to
emphasize the importance of developing a sustainable food system.
So the Grand Prix goes to... actually 2 of them :)
Nike + Fuelband
Two years ago, Nike came to us with an idea: a device that tracks your
daily activity and a common, universal metric called Fuel for every
active body out there. They asked us to design the entire user
experience.
We ensured ease of use: set your goal, and get from red to green. If you
meet your goal, animations celebrate your performance. Hit a streak and
Fuelie shows up to cheer you on. Data visualisations show where you
were most active daily, weekly, monthly, and beyond. We created
Bluetooth synch technology so when you finish your day, your Fuel is
wireless synced to the platform.
NikeFuel levels the playing field, and fits into your life. #Counts
and...
Curators of Sweden
CHALLENGE:
Position Sweden as a progressive country. Develop an idea powerful
enough to spread organically and globally.
IDEA:
Sweden became the first country in the world to let go of an official
communication channel and hand it over to its citizens. Ordinary Swedes
are @sweden one week at a time. Tweet by tweet, the image of Sweden is
built: dynamic, innovative and deeply human.
RESULTS:
26,000 followers from 120 countries in six weeks. Real interaction,
thousands of conversations. Inspiring 21 countries and cities to do the
same. Featured in all major media globally for a PR value above
$19,800,000.
and now time for the Gold winners! Japan, Sweden, USA, Canada, Netherlands, Denmark and Germany. Shame England is not among the grand prix or gold winners :(
In Project Re: Brief, we’ve re-imagined Coca-Cola's classic 'Hilltop'
commercial for a modern audience, in the digital age. Fulfilling the
promise of the original ad, it allows users to connect with strangers by
sending a Coke around the globe to an unsuspecting recipient, making
the world feel just a little bit smaller.
The ad can be experienced on mobile phone apps in Google’s AdMob
network, across iOS and Android devices. Made possible through AdMob
rich media ads, coupled with custom-designed vending machines, viewers
can truly 'buy the world a Coke', with a few taps on their mobile
phones. A viewer can decide where to send a Coke by selecting one of
many machines located around the world, from New York City, to Cape
Town, to Buenos Aires. They can then add a custom text message to
personalise their Coke delivery.
Google Translate converts these messages on the fly, breaking down the
language barrier across countries. A dynamic video with Google Maps,
Street View, and composite motion graphics shows the Coke's journey from
the viewer's current location to the vending machine across the globe.
Users can wait for confirmation of their Coke’s delivery, or enter an
email address to be notified later. Once the Coke is delivered,
recipients are not only treated to the generosity of a stranger
thousands of miles away, but they can also say 'thanks' by sending a
message of their own back to the user. That message is delivered to the
user’s inbox where they can read the note and view a video clip of the
recipient’s surprised reaction upon getting a free Coke. A gallery
showcases some of our favourite shareable exchanges between people
around the world connecting over a can of Coke.
Today’s technology allows us to make good on a promise Coca-Cola made
over 40 years ago, and lets users 'Buy the World a Coke' from the palm
of their hand.
And now it's time for the Gold. I've guessed another Brazilian winner - The Fake Ad!
The Fake Ad
Brief Explanation
We placed in iPad magazines: an
apparently ordinary ad of a car. When the reader does the regular move
to 'turn' the page, the car follows and crashes. Then the concept is
revealed: 'Unexpected events happen without warning. Make a Bradesco car
insurance plan'.
From the author of the video:
"I created this information graphic motion piece as my final thesis project. my objective is to make Japanese people think about what is happening in their own country, and that some aspects of Japanese culture are not that normal. The deliberate English narrationoffers a point of view on Japan that isn't usually considered by Japanese people, and therefore conveys a 'foreign' perspective."
Since the catastrophe in spring 2011 Japan have lost 36 percent of their tourists. In order to bring them back Japan need to show that now, one year later, it's both a safe and beautiful country to visit. We created a campaign where we get existing tourists to share their photos to the rest of the world. And thereby helping Japan to change its image.
Ahhh I just love the idea! It is sooooo smart and fascinating! If I ever go to Japan, I think I would use it!
