OPEN 2
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
INTERACT WITH ME | CONTINUED<br />
...<br />
technology, we partnered with people. We<br />
handed our sign over to them and encouraged<br />
them to get involved. Ultimately, we delivered<br />
a branded experience that not only disrupted<br />
but created excitement and engaged. Most<br />
importantly, the intent of the campaign and<br />
what is at the heart of the Coca-Cola brand was<br />
delivered, that being: enabling a connection<br />
with the world and those around us.<br />
These three examples are just a small<br />
demonstration of how we have used technology<br />
to enhance our outdoor communications. They<br />
also demonstrate our intent in this area and,<br />
more broadly, across all connection points.<br />
There are a lot more examples such as Coca-<br />
Cola’s Small world machines campaign (right),<br />
which used vending machines with cameras<br />
and 3D touch screens to stream live video<br />
between India and Pakistan. And we are not<br />
the only organisation seeking to embrace the<br />
constant change that technological advances<br />
create. While at times this change can be<br />
challenging, we choose to accentuate the<br />
opportunities. Why? Because this is how a real<br />
connection between a brand, its idea and<br />
a person is created. It’s also what makes the<br />
job so exciting.<br />
ADVERTISER<br />
Coca-Cola<br />
PRODUCT<br />
Beverages<br />
MEDIA<br />
Digital<br />
AGENCY<br />
Leo Burnett Sydney<br />
COUNTRY<br />
Pakistan & India<br />
YEAR<br />
2013<br />
View campaign video.<br />
/ 156
Change language