Wellington Zoo - "Wellington Zoo Close Encounters"

Saatchi & Saatchi New Zealand

Saatchi & Saatchi New Zealand Parnell, Nueva Zelanda

Premios

8176

Marca: Wellington Zoo
País: Nueva Zelanda

Anunciante: Wellington Zoo

Título	Wellington Zoo Close Encounters
Agencia	Saatchi & Saatchi New Zealand
Campaña	Wellington Zoo Close Encounters
Anunciante	Wellington Zoo
Marca	Wellington Zoo
Posted	Abril 2008
Producto	Close Encounters
Sector Empresarial	Parques de atracciones, parques zoológicos
Resultado	By simply pointing their mobile phones at blotchy black-and-white newspaper ads, consumers could bring to life colorful 3-D animals during a campaign by Wellington Zoo in New Zealand. Wellington Zoo set out to bring consumers face to face with animals and spur interest in species endangerment. They deployed a new technology from Human Interface Technology Laboratory in New Zealand produce what they call augmented reality: special effects that seemingly pop animals off the page by using ordinary cameras in mobile phones. The results for the campaign were less than tame: it produced a 30% increase in visitors through the front gates of the zoo. In the newspaper ads, consumers were given instructions to download a bit of free software to enable their phones to transform their visual experience. Once loaded, the mobile phone camera was able to create a hybrid multi-dimensional viewing experience that blended a zoo animal with the current scene.
Medio	Case Study
Duración	110 seconds
Interactive Creative Director	Brian Merrifield
Director ejecutivo de creación	Mike O'Sullivan
Director artístico	Tim Huse
Director artístico	Debs Gerrard
Responsable de conceptos / redactor	Hywel James
Responsable de conceptos / redactor	Dave Mygind
Interactive Producer	Farah Iqbal
Director de cuentas	Elaine Bicknell
Responsable de cuentas de agencia	Hadleigh Churchill
In-Situ Photographer	Mat Baker
Animación	HIT Labs