The 2016 Future of Advertising event at BAFTA earlier this week saw the launch of the APA’s first Interactive, Digital and Experiential Advertising Showcase (IDEAS).
Steve Davies reflects on the showcase’s conception, “We went to Shanghai last year with a number of APA members. Agencies there were interested in commercial production companies and of course their directors (a market that is still showing growth), but they were even more excited about interactive and experiential work. They want to be offering it to their clients but don’t have the expertise there to do so, which is presumably true of many other markets around the world.”
He adds, “London is creating brilliant and original interactive and experiential work, and we want the world to see that and know that they should turn to London for that work and of course, who to turn to as well. We can then take the showcase around the world to do just that."
He further comments "We also felt that interactive/experiential deserves its own event and whilst there are some well established UK advertising events for commercials, there wasn’t anything specifically for these disciplines/formats."
The showcase encourages all sorts of interactive and experiential work, including the ever-evolving VR format. The showcase features short case-studies, explaining an advertising campaign or project that isn’t purely film based. This lends itself to an exciting array of submissions.
One of the showcase’s eleven judges, Ed Hornby (Director of Digital Delivery at VCCP), comments: "The breadth and quality of the work we saw is inspiring; some of it could be classed as works of art. VR and AR played a dominant role, as did physical/digital experiential installations."
He adds, “The more we point at the very best work, the greater our expectations become and the more opportunities appear to achieve them."
Fellow Judge, Chris Williams (Group Creative, Director at R/GA) also muses, "There were some outstanding pieces of work, which went beyond the norm, creating experiences which defined new ways of engaging audiences."
The Winners of this year’s IDEAS are:
Coca Cola ‘Share a Smile’
Agency: Starcom Media Group
Agency Producer: Daniel Bauman
Production Company: Grand Visual
Director: Tim Last
Google ‘Made with Code: Holiday Lights’
Agency: 72andSunny
Agency Producer: Tristan Parker
Production Company: Nexus Interactive Arts
Director: Evan Boehm
Honda ‘The Other Side’
Agency:
Wieden and Kennedy
Agency Producer: Lou Hak, Gemma Knight
Production
Company: Somesuch/Stinkdigital
Director:
Daniel Wolfe
Kazakhstan
550th Anniversary ‘Mangilik El’
Agency: Balich Worldwide Shows
Agency Producer: Simone Ferrari
Production Company: Partizan
Director: Kate Dawkins
London
Stock Exchange ‘Stellar Atrium Project’
Agency: Framestore
Agency Producer: Jonny Dixon
Production Company: Framestore
Director: Robin Carlisle (Installation Director)
Marvel
‘Battle for Avengers Tower’
Agency: 72&Sunny
Agency Producer: Christine Cattano, Eric Bixon, Pete
Jones, Celeste Jones, Jamie Glass
Production Company: Framestore VR Studio
Director: Mike Woods, Andrew Daffy, Bryan Rowles, Michael Bryce
Merrell ‘Trailscape’
Agency: Hill Holiday
Agency Producer: N/a
Production Company: Framestore VR Studio
Director: Mike Woods ECD
Microsoft
Xbox ‘Glitch – Halo 5: Guardians’
Agency: McCann London
Agency Producer: Dheerna Parmar
Production Company: B-reel
Director: N/a
Samsung
Wireless Audio 360 ‘The 360 Sound Experiment’
Agency: Chiel
Agency Producer: Taewon Woo
Production Company: Little Dot Studios
Director: Ross Cairns
Smart
Energy ‘Smart Meter’
Agency: AMV BBDO
Agency Producer: Verity Elvin
Production Company: HeLo
Director: Zach Guerra
Teatreneu
‘Pay Per Laugh’
Agency: The Cyranos McCann
Agency Producer: Ignacio Muñoz (Glassworks)
Production Company: CANADA and
Glassworks Barcelona
Director: Marc Oller
Notes
on Blindness ‘Into Darkness’
Agency: N/a
Agency Producer: Arnaud Colinart, David Coujard,
Amaury La Burthe & Mike Brett
Production Company: Archer’s Mark,
Ex Nihilo, ARTE France
Director: Peter Middleton & James Spinney