Augmented reality (AR) and high-fiving posters featuring some of adlands top execs are out to encourage young creatives and marketers to enter the Association for Data-driven Marketing and Advertising’s (ADMA) youth-focused competition.
The High-Five the Ad World interactive posters idea comes from McCann senior copywriter Damon Porter, who won the Young Creative of the Year competition last year.
The posters, which are designed to drive entries to ADMA’s Young Creative/Marketer of the Year awards which recognises achievements of those under 30, uses AR via smartphones to bring the posters to live. Viewers are encouraged to download the app and enter the competition after high fiving the executive, which is made possible due to an accelerometer in the technology.
Execs in the posters include Naked Communication’s Adam Ferrier, Droga5’s Sudeep Gohil, Ian Kennedy OAM-direct marketing hall of fame 1990, Google’s Lucinda Barlow and ADMA’s 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,” Sangster said.
“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.”
The posters have been distributed to marketing departments and ad agencies throughout Australia. Entries are open now until Friday August 16.
Winners will be announced at a gala dinner on November 1 at Sydney’s The Star. 2013 winners will receive an all-expenses paid trip to New York.