FILL THE STREETS WITH LIFE
| Title | FILL THE STREETS WITH LIFE |
| Brand | NESTLÉ ICE CREAMS |
| Product/Service | ICE CREAMS |
| Category |
A01. USE OF MOBILE TECHNOLOGY |
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Entrant Company
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DEC COMUNICACION Barcelona, SPAIN
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Advertising Agency
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DEC COMUNICACION Barcelona, SPAIN
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Credits
| Gabriela Dominguez |
DEC BBDO |
Account Director |
| Manuel Vilches |
DEC BBDO |
Digital Project Manager |
| Eli Colomé |
DEC BBDO |
Creative Director |
| Christian Águila |
DEC BBDO |
Art Director |
| Jael Grau |
DEC BBDO |
Account Executive |
| Cesar Torras |
DEC BBDO |
Strategic Planning Manager And Client Service Director |
| Eduard Baldrís |
DEC BBDO |
Executive Creative Director |
| Inés Barber |
DEC BBDO |
Agency Producer |
| Aina Cortina |
DEC BBDO |
Copywriter |
| Rafa Soto |
DEC BBDO |
Executive Creative Director |
Creative Execution
This branded game was launched in Spain in May and worked until September 2014. It was available as an app for Android and iOs, is a turning point in augmented reality visualisation systems. Before this app, augmented reality was limited to animation and 3D poligonal models. Now, for the first time ever, the Nestlé ice creams app integrates with a real person in a real setting.
What kind of technology was used to create this branded game?
•A "multiplex" type video system with 16 cameras in a single stream. Sixteen cameras filmed the celebrities at the same time from different angles.
•A 10-camera HD rig in vertical format mounted in a 180 degree ring with a Smart Assist system was used to create the content.
•Consumers use their iPhone or Android smartphone cameras to create the "illusion" that the celebrity is performing with them and, what's most amazing, they can move 360º around him.
This is the first time that an augmented reality app has been used with real images as the interactive content.
More than 130,000 people have already downloaded the app… and the client is so pleased with the results that we are already working on the second part, which will be launched next summer.
The ice cream world is melting with promotions.
What could we do to make Nestlé Ice Creams stand out from the rest?
Offering something that nobody had offered before: Each Nestlé ice cream wrapper was also an invitation to experience a unique performance (in augmented reality) starring you... and some famous celebrities.
The first augmented reality app that makes you feel as though your favourite celebrities are right here with you, in your own street.