ADMA put young creative’s idea to the test in 2013 campaign
The winner of the inaugural Young Creator of The Year has seen his augmented reality concept made into reality by the ADMA, which has used it to encourage under 30s to enter its 2013 Young Creative and Young Marketer of the Year competitions.
Gimme 5
The Association for Data-driven Marketing and Advertising is using McCann Senior Copywriter Damon Porter’s idea, which applies augmented reality technology ro bring posters of industry figures to life.
The concept, entitled High-Five the Ad World brings posters of Adam Ferrier, Founder, Naked Communications; Sudeep Gohil, CEO and Partner, Droga5; Ian Kennedy OAM- Direct Marketing Hall of Fame 1990; Lucinda Barlow, Head of Marketing, Google; and Jodie Sangster, CEO-ADMA, all giving a high-five.
When viewed via smartphone, the figures can be high fived.
“With the rise of smartphone use we are embracing the very exciting area of augmented reality with our promotion of the 2013 Young Creative and Young Marketer of the Year campaigns,” said ADMA CEO Jodie Sangster.
“It’s important to find new and exciting ways to capture the attention and imagination of young creatives and marketers, and the mobile phone really works for them. High Five the Ad World is a fun and engaging concept for entrants and the use of the accelerometer to capture the high five, combined with AR technology, is a new concept.
“We are delighted to bring Damon’s campaign to life and partner with Explore Engage to bring this campaign to life and be part of something that has not been done in the Australian market before.”
Damon Porter said: "High Five the Ad World was based on the insight that winning Young Creative or Young Marketer of the Year earns you instant industry recognition.
“So I created a campaign that allowed you to experience what it would be like to win one of these big awards. You simply stick your mobile up at the interactive poster and high five the best in the industry.
“ADMA got Explore Engage on board who specialise in this type of technology. They scoured the world to bring back technology that combines augmented reality, accelerometer technology and 3D Mapping -an Australian first- which has taken my idea to another level,” he added.
The posters have now been distributed to marketing and advertising agencies throughout Australia. Entrants have until Friday 16 August to enter the 2013 ADMA Young Marketer and Young Creative of the Year.
High Five image via Shutterstock