EXPERIENTIAL
VARIOUS CLIENTS / MINIVEGAS / EXPERIENTIAL
I HOLD A SPECIAL PLACE IN MY HEART for work that isn’t passive. I often try to integrate real-world objects, art, performance or interaction into campaigns because, when done well, taking an idea off the screen and changing the context of a brand for a moment, can really turbocharge someone’s perfception of it. I’ve collected a few favorites below, all created at Minivegas - an Amsterdam based creative production studio that we made briefly famous for developing highly interactive, real-time installations like these.
DANCING TRAFFIC LIGHT
Smart Car were on a mission to solve urban problems so, in a bid to reduce the road accidents caused by pedestrians crossing before the lights changed, we created a pop-up installation to mesmerise people just long enough to stop them stepping out prematurely. Disguised as regular crossing lights, our red traffic light man would come to life and dance, replicating the moves of passers by, dancing on our interactive stage nearby. Unsuspecting pedestrians were entertained by the dancing man, keeping them on the right side of the road while they watched. The installation was a success and our film quickly reached over 10M views on youTube and appeared on their ‘most viral’ round-up that year.
HIGH FIVES TO FLY
To celebrate their incredibly popular flight sale ‘World Deal Weeks’, we worked with KLM and their agency, Eigen Fabrikaat, on an idea to create a device that would enable people on opposite sides of the Atlantic to high-five each-other via two large touch-activated video billboards. Perfect High-fives stood a chance of winning return tickets to the opposite destination. The aim was to get people to engage with each other, in real time, through installations linking KLM’s original destinations of Amsterdam and New York. But the high-five aspect added an intriguing gaming element and the chance to win AMS - NYC tickets pulled the crowds.
SING FOR A SHIRT
To launch the brand new Adidas shirt for Rotterdam football club, Feyenoord, we were tasked with conceiving an activation that would bring out the passion of the truest fans, hero the shirt and echo the Adidas mantra “ALL IN”. What better way to sort the wheat from the chaff than to challenge them to sing the club’s anthem – ‘You’ll Never Walk Alone’ - In public, early in the morning, outside one of Europe’s busiest train stations?! The incentive? A highly prestigious chance to be one of the first to get your hands on the new season’s shirt, hours before it was released in the official Fan Store.
GET OFF THE ELEPHANT
We were approached tby FHV-BBDO to help draw attention to the plight of Asian elephants reared for tourists to ride. We developed an online portal where people could pledge never to ride an elephant and, for every pledge received, a layer would be added to a giant 3D elephant being printed live in our public installation at Schipol Airport. Furthermore, every pledger’s name would be etched into the giant statue. We launched on World Elephant day and, thanks to over 30,000 pledges, in just three weeks the giant beast was complete. The process attracted national and international press attention, highlighting the mistreatment of Asian elephants, ultimately leading to 16 of Holland’s biggest travel agents agreeing to remove elephant rides from their offerings.
