WEBER GENESIS II

TitleWEBER GENESIS II
BrandWEBER
Product/ServiceWEBER
Category A01. Interface & Navigation (UI)
Entrant MEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation WEBER Palatine Illinois, USA
Idea Creation 2 UNCLE GREY Copenhagen, DENMARK
Production MEDIAMONKS Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Lars Samuelson Uncle Grey Chief Strategy Officer
Jimmy Blom Uncle Grey International Creative Director
Simon Naver Uncle Grey Art Director
Karsten Kirkegaard Uncle Grey Creative Technologist
Charlotte Porsager Uncle Grey Client Service Director
Stig Peterson Weber Vice President Gloal Creative
Connor Story Weber Global Digital Marketing Manager
MediaMonks MediaMonks Creative Production Partner

The Campaign

This pioneering digital showroom is designed as an interactive experience, seamlessly combining inspirational video, educational content with a WebGL product demonstrations in an immersive 360 environment. Letting you explore every detail of the state-of the art grill with a touch of your fingertips and via the website. Access to the functionality of the grills is experienced through a completely integrated and responsive UI surrounding each BBQ. The design comes to life using cutting-edge WebGL and real-time physically based rendering, reflecting the HDRI photographic 360 surrounding. The custom developed rendering camera reveals beautiful depth of field, presenting The Genesis II in the most stunning light possible. The site brims with video tutorials, grill recipes, tips & tricks, and everything else grillers could wish for.

Creative Execution

The project was briefed in August 2016 and reached completion in November 2016. The experience was deployed on the 8th of December after a period of UX and performance optimization, and rolled out globally during December 2016/January 2017. The experience was supported by a massive above the line campaign and social media campaign for four weeks all driving towards the digital experience and weber.com. The design of the microsite was driven by the idea of creating a grilling experience and product demonstration that felt and looked as lifelike as possible in a digital environment. The first person view was essential to seamlessly transition from filmic narrative to interactive product exploration. The Aesthetics were created to be as lifelike and cinematic as possible, making use of cutting edge real time rendering in WebGL as well as fully integrating the UI into the digital experience.