We all have heard about Cannes, for the glitz and glamour it invites from all over the world making it one of the most star-studded film festival in the world. But, there’s another Cannes festival, Cannes Lions festival, which celebrates the best in the advertising world.
Here, this year AR and VR projects have made the ‘mundane’ advertising world run for breath.
AND THE WINNERS ARE:
♦ Google’s Tilt Brush: The Google’s Tilt Brush allows you to make the whole space around you your canvas. You are limited by your own palette of imagination, colours, patterns, designs and strokes when you have this magic wand in your hands. And, the most exciting part is when you can step in and stroll through you’re the world you just painted!
Yes. That’s the magic of VR in art.
♦ Audi’s Enter the Sandbox: It allows user to enter a purpose-built sandpit and create a customised track. The sand is then carefully scanned by a depth-sensing camera, from which a virtual world is rendered. Having built the track, drivers then buckle up in the new Audi Q5, which becomes a portal to the virtual world they just created. The size of the jumps and the challenge of the course are all dictated by the sandy self-made chicanes. The installation was developed by MediaMonks in line with Pol’s creative concept. To be able to capture every bump and curve, the sand is bombarded with short bursts of infrared light with over 200,000 measure points captured by the infrared camera. This data is then used to create a 3D model that informs the virtual environment. Once in the car, the driver experiences all the tangibility of a real-life drive, from feedback in the steering wheel, to the actual sounds of an Audi Q5.
♦ VR Vaccine: Created by Ogilvy Brazil aims to take the fear away from children of injections.
♦ Never-Ending Forest: In AR, art supplies company Faber-Castell created the Never-Ending Forest, an app that that turns every one of its EcoPencil into an animal from the rainforest in Brazil.
♦ Magenta Unleashed: Deutsche Telekom created Magenta Unleashed, an AR project that turns everything in the colour magenta (the company’s brand colour) into a trigger for exclusive content.
♦ Snaplications: In Australia, McDonald’s created Snaplications, an AR project called using SnapChat to find new staff.