ABC Creates Its First Immersive Virtual Reality Experience
The ABC has created its first immersive virtual reality experience Warwick Gold: Australian rodeo, taking audiences backstage to Australia’s most famous rodeo at Warwick in regional Queensland.
The five-minute experience, available in 360 video and VR, has been released to celebrate the ABC’s 70th year of rural reporting. Warwick Gold follows champion saddle bronc rider and cattle farmer Michael Maher as he prepares to compete in the Warwick Gold Cup Campdraft and Rodeo.
ABC regional director Fiona Reynolds said that the national broadcaster has been a part of regional communities, sharing their stories, from the beginning.
“Through our regional programs and coverage, new and innovative approaches to storytelling have always emerged,” she said. “360 video and virtual reality present an exciting new way for audiences to connect with life in regional Australia – one that lets them immerse themselves in the experiences of people across the country.”
This story was filmed by ABC Regional, in collaboration with the ABC’s Research and Development team and with support from VR production company Pixelcase, to explore the potential of the immersive platform.
ABC digital network director Angela Clark said the ABC is committed to exploring new storytelling methods in a media landscape increasingly shaped by the rapid take-up of technology.
“It’s been a big year for 360 video and VR and these immersive experiences are becoming more and more accessible to Australian audiences,” she said.
“In Warwick Gold people who have never watched a campdraft can feel like they’ve been transported there, if only for a few minutes. It’s this ability to make you feel ‘like you are there’ and the empathy that this can evoke that will be exciting to watch evolve in the coming years. And while it is still early days, it really does open up new possibilities for storytelling.”
Warwick Gold will also be coming soon to the Oculus store and on Samsung Gear VR.
CREDIT
Producers: Dan Battley, Chris Lewis, Emily Bissland, Astrid Scott
Interviewer: Cassandra Hough
Talent: Michael Maher (Voice and Performance)
Technical Direction: John Colebrook, Pixelcase
Digital Producer: Carsten Reimers, Pixelcase
Executive Support: Scott Gamble, Matt O’Sullivan, Angela Clark
Latest News
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science has announced that it is one of the first companies to receive TrustArc’s recently launched TRUSTe Responsible AI Certification, demonstrating alignment with the highest standards of AI governance. The certification, which was launched in March of 2024, is the first AI certification focused explicitly on data protection and privacy and based on […]
AWARD Calls For Hall Of Fame Nominations
The Australasian Writers and Art Directors Association (AWARD) is inviting nominations for the AWARD Hall of Fame, one of the industry’s most prestigious accolades that honours outstanding members of the creative community. Inductees are usually nominated by the AWARD membership and selected by an independent Committee, however, this is the first time nominations will be […]
Havas Red Wins PagerDuty PR Account
Havas Red has won the PagerDuty PR account in Australia, following a competitive pitch. Havas Red has been tasked with growing awareness of PagerDuty’s Operations Cloud through earned media, effective media relations and executive visibility. “We were impressed by HAVAS Red’s strategic approach and creative vision during the pitch process. It was their passion for […]
ACA Poised To Release Results Of 2023 Create Space Census
On Tuesday, 21 May, Advertising Council Australia (ACA) will host an all-industry webinar to reveal the findings of the second Create Space census. Close to 2,500 professionals from advertising, media and marketing contributed to the anonymous census in November 2023, providing an updated picture of the industry’s demographics and experiences of diversity, equity and inclusion. […]
Why Fear Is Essential To Fernando Machado’s Creativity
He may have stopped counting his Cannes Lions awards when they hit 200, but despite being the poster boy for pushing creative boundaries, global marketer and advisor Fernando Machado is by no means fearless. Lead image: Fernando Machado. Having had the opportunity to lead major brands such as Dove, Burger King, Popeyes, and Activision Blizzard […]
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
Superdry has teamed up with AFL player, Patrick Lipinski to launch their new puffer jacket range, set to be this season’s outdoor wardrobe staple. To celebrate the campaign, Superdry hosted a Puffer Party at Public House Rooftop, in Melbourne where guests including Australian rugby league player Justin O’Niell and his wife Chantelle, Big Brother Star […]
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
X Corp is unlikely to convince a Federal Court that it can operate above Australian law, and refuse to remove the visibility of violent content to Australian audiences. However, media regulation academics have told B&T eSafety commissioner Julie Inman Grant might face problems in forcing X to issue a worldwide takedown. Lead image: Elon Musk’s […]
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
The Golden Globe and Emmy Award winning actress and comedian, Amy Poehler will join this year’s Vivid Sydney line-up for a special Vivid Ideas event at the Sydney Opera House on Monday 27 May. Poehler is one of Hollywood’s most versatile and sought-after talents. Her credits include actress, writer, director, producer, and bestselling author. She […]
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Mutinex has launched DataOS, a new companion product to its GrowthOS market mix modelling (MMM) tool. Lead image: Mutinex co-founder and CEO Henry Innis. The company said that its DataOS tool is set to revolutionise the way that marketers think about data warehousing and radically simplify a space that has traditionally been plagued with complexity. […]
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
The Independent Media Agencies of Australia (IMAA), the national not-for-profit industry association for the independent media agency industry, has celebrated the ongoing success of its landmark trade credit insurance group deal. The deal now offers industry-best insurance rates, and the association is preparing to announce additional group deals next month. The world-first trade credit insurance […]
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Voice-dubbed videos of Adam Sandler, Emma Stone, and Bradley Cooper, among other Hollywood stars, seemingly slamming Ukraine and President Volodymyr Zelensky have flooded social media. The videos are said to be real interviews with the stars, but they have been voice-dubbed in German and French with words that were never actually spoken. In one video […]
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
PR and comms firm The Recognition Group has launched Sovereign, a new integrated agency focused on serving the defence and aerospace sectors in Australia. Sovereign builds on The Recognition Group’s portfolio of marketing and public relations (PR) agencies—including Recognition PR, Write Away Communication, and Outsource—which focuses primarily on business-to-business (B2B) market sectors including IT and […]
Opinion: Do Punters Want To Wear Your Brand?
ALDI recently took a foray into streetwear with a 10-piece collection including a sweatshirt, a beanie and even a pair of slides. But Molly Blacker, head of strategy at Slingshot, believes that the supermarket chain has changed how Aussies think about shopping and has even more lessons for brands to consider. I spend my week […]
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
Australian home builder, G.J. Gardner has announced the appointment of WiredCo. as the brand’s creative and content agency of record. The family business, which has been in operation since 1983, operates under a franchise model across Australia, New Zealand and the USA. WiredCo., who pitched against ten agencies, has been retained to deliver strategic and […]
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
Building on its Ideas People Choose positioning, national independent PR and creative agency Keep Left has revealed a redefined, fit-for-purpose strategy team that bridges the gap between earned and creative. Strategy director Laura Agricola steps up to lead the team following three years with the agency as a senior brand strategist. She has more than […]
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Michael Chong, Initiative’s chief analytics officer, has done something quite remarkable — climbing Ama Dablam, one of the most challenging peaks in the Himalayas on a trek that takes the best part of a month. Here, he tells B&T about his marvellous mountaineering, and what we can learn from it. Ama Dablam, rising proudly at an […]
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Introducing Nathan Kent, a Bunning’s aficionado, a Radiohead groupie and the marketing director at DrinkWise. Welcome back to ‘CMOs To Watch‘ . Once a month, we look beyond the biggest marketing bosses in Australia and the world to focus on emerging leaders and under-the-radar brands. Kent holds an impressive CV. After eight years in various roles […]
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
ITA Group, a global leader in engagement solutions, has announced the acquisition of Sydney-based Performance Incentives and the appointment of Mari Kauppinen as managing director of ITA Group’s Australia office. The formation of ITA Group’s Australia office, headquartered in Sydney, builds on its existing client base to deliver events, incentives, recognition, loyalty, research and learning […]
“It Is Getting Better But At A Glacial Speed”: Legends Of PR On Shaping A More Diverse Media Industry
B&T would struggle to meet our daily newsletter deadlines without them, but their contribution to the industry too often goes unnoticed. Lead image: Rochelle Burbury (top left), Sandra Hogg (top right), Katy Denis (bottom left), Susie Thomson (bottom right) But not today! Ahead of the 2024 B&T Women In Media Awards, presented by Are Media, […]
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
New research by GoTransit and Rapid Media has unveiled the effectiveness of transit advertising in engaging with regional audiences, demonstrating positive uplift results across key brand metrics. Engaging Fiftyfive5, GoTransit conducted a brand study to assess the impact of Bus and Light Rail advertising on the target audience by measuring Recall, Branding, Diagnostics, and Impact. […]
Slew Of Promotions For Special Senior Creative Leadership Team
Special has bolstered its senior creative leadership team, promoting Max McKeon, Sian Binder, Lea Egan, Nils Eberhardt and Simon Gibson to group creative directors. Lead image: L to R – Sian Binder, Max McKeon, Nils Ederhardt, Lea Egan, Simon Gibson “This crew is some of the best and brightest that our industry has to offer, so […]
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.