Spikes Asia: B&T’s Bloggers Report Direct From The Front(ish) Line

Spikes Asia: B&T’s Bloggers Report Direct From The Front(ish) Line
SHARE
THIS



Asia’s very own version of Cannes – Spikes Asia – is on right now in Singapore. And, Aussie duo from MEC Global, Ben Doecke (left in photo) and Simon Keith, are not only representing Australia in the media category they’re also blogging for B&T. Here’s their second diary instalment from Asia’s balmy climes…

Not wanting to waste the amazing opportunity of being at Spikes Asia sitting in our hotel room working on the competition the entire time, we managed to make time to soak up the festival atmosphere and attend a talk on emerging technologies: The Next Wave of Reality: VR, AR & MR, delivered by Rod Findley, Executive Creative Director of C2K in Los Angeles.

Screen Shot 2016-09-23 at 9.12.40 am

Virtual Reality

VR is not a foreign concept to us as it’s been doing the rounds in industry press for a while now. However true VR immersion can’t be explained in words so we urge you to try it out for yourself.

VR AR MR iphone edit

A mix-up in airport luggage logistics meant Rod was unable to share with us the immersive VR experience he had planned for us. However, we’re on the mission to hunt him down for a Google Cardboard set which Rod described as the gateway drug into VR.

Rod showed off an innovative campaign for Toyota which highlighted the new automated breaking technology Toyota Safety Sense.

But the immediate problem we see with VR – how do you make it scalable? A truly immersive experience requires some expensive gear, and it’s currently a solo experience. For high value products such as cars and holiday destinations this makes sense, but what about FMCG products? There’s only so many videos you can film of people experiencing VR before the novelty wears off.

Augmented Reality

AR takes a view of the real world and supplements it with CG elements in some way, usually on a screen. It’s impossible to talk about AR without mentioning the mainstream success that brought it to the masses, so Rod did just that. PokemonGo saw more downloads in one week than Tinder has in its entire existence.

No doubt more brands are plotting how they can virtually get their product right next to consumers. But how long will it take before this becomes the norm and people lose interest?

Mixed Reality

Now we get to the good stuff, a reality we hadn’t seen distinguished before, MR was the most exciting and frightening concept.

It’s is a mixture of VR and AR, seamlessly integrating CG elements into the real world. It’s already worked its way into advertising, with the most memorable being Pepsi’s Unbelievable Bus Shelter:

One of the most exciting (and secretive) companies working in this space is Magic Leap, who’ve developed technology that shoots the images directly into your eye rather than projecting on a screen in front of you. With over $1.8b AUD in backing from the likes of Google, Alibaba and Disney, they’re obviously onto something big. Judging by the examples they’ve released so far, the potential goes well beyond advertising and entertainment. Like something from a futuristic movie, it’s easy to see how this could become part of our daily lives sooner than we think.

And then there’s the frightening thoughts of what the future holds. What happens when an MR technology is developed that requires no extra gear? Beamed straight into eyes or minds with no off switch. Will Mixed Reality become our only reality?

 

Latest News

Charity Group Debuts Confronting Ads For International Children’s Day
  • Campaigns

Charity Group Debuts Confronting Ads For International Children’s Day

Today is International Children’s Day and to draw attention to the often appalling treatment of many of the world’s kids, charity group Right To Play has unveiled two stunning and provocative spots. The work of BBDO Toronto, the first is a 90-second TVC highlighting the mistreatment, forced marriage and child labour suffered by many children around the world. While a second deals […]

by B&T Magazine

B&T Magazine
Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine