Title	THE LOOP: A VR EXPERIENCE FROM ONEPLUS
Brand	ONEPLUS
Product/Service	ONEPLUS 3
Category	E02. Virtual Reality (VR)
Entrant	DIGITASLBi Copenhagen, DENMARK
Idea Creation	DIGITASLBi Copenhagen, DENMARK

Name	Company	Position
Rasmus Frandsen	DigitasLBi Nordics	Creative Director
Johan Baettig	DigitasLBi Nordics	Associate Creative Director
Peder Sandqvist	DigitasLBi Nordics	Creative technologist
Jenny Wästgerd	DigitasLBi Nordics	Project Manager
Talya Pulver-Lindqvist	DigitasLBi Nordics	Producer
Kurt Beren-Geiger	DigitasLBi Nordics	Senior Copywriter
Matt Chapman	DigitasLBi Nordics	Head of Client Services
Jonas Kääpä	DigitasLBi Nordics	Senior User Experience Architect
Mattias Andrén	DigitasLBi Nordics	Systems Developer
Oskar Wimmerman	DigitasLBi Nordics	Graphic Designer
Lars Ørum	DigitasLBi Nordics	Sales Director
Pierre Renhult	DigitasLBi Nordics	Nordic Managing Director
VR Development	DigitasLBi Amsterdam	VR Development
VFX	Chimney/Haymaker	VFX
VFX	The Gentlemen Broncos	VFX
Sound Design	RedPipe	Sound Design
Brian Sum	Freelancer	Visual Architect

The Campaign

For the launch of the OnePlus 3, we wanted to demonstrate what the new smartphone was really capable of. We created "The Loop", a VR experience made up entirely of 10-second looping animations. It pushed the boundaries of both VR technology, and what people could expect to do with it. Well inside, visitors could order the OnePlus 3 in the virtual world and then have it delivered to the real one. During the first 24 hours of the launch, the smartphone was only available in The Loop – giving hard-core fans first dibs.

Creative Execution

Implementation The Loop is a VR experience made up entirely of 10-second looping animations. This pushed the boundaries of both VR technology, and what people could expect to do with it. Well inside the experience, people could explore the features of the new One Plus 3 smartphone, then order it in the virtual world, and have it delivered to the real one. Placement See Touch points Scale The Loop was used as the global launch vehicle for the new OnePlus 3 smartphone. Brand relevance The brand mantra of OnePlus is “Never Settle”. This means they push the limits in everything they do. The Loop pushes the boundaries in what can be accomplished with and within accessible VR technology. Touch points Trailers for The Loop were launched on YouTube, the OnePlus website and user communities. 30,000 especially created The Loop VR headsets were distributed to core fans. The app is available on Google Play and the App Store. Materials, style elements, design choices The Loop is designed as a space station located 450 kilometres above the Earth’s surface. The story and styling were anchored upon the brand’s core fan base’s love for all things science-fiction and tech-related. Methods and process The Loop was created with stereoscopic CGI, 360° film and 4D sound. The immersive experience consisted of a melange of 10-second animations that were merged into a seamlessly looping VR-universe. Timeline The creative process for The Loop began in December 2015. Animation and programming began in February 2016, 3D development and 4D sound began in March and final testing began in May. The experience went live on June 14th, 2016.