To bring to life the 3D, Blu-ray and DVD release of The Amazing Spiderman 2: Rise of Electro, Universal Sony Pictures, Slingshot and Adshel have developed a unique ‘Electro-fy digital experience’.
As the first digital takeover of its kind, the ‘Electro-fy experience’ invites consumers to become the face of the Spiderman 2 villain.
Adshel’s ‘Electro-fy interface’ gives members of the public visiting Town Hall Station the opportunity to immerse themselves into the fabric of The Amazing Spiderman 2: Rise of Electro, by morphing their image into Jamie Fox’s villainous character from the film.
This innovation is the first large scale app of its kind in Australia. The technology scans an image using sophisticated image recognition software, isolates the target image from a busy background and then morphs the image into Electro.
The output image is then stored on a server which is then beamed across the Adshel Digital Rails Network, encouraging social sharing. The effect is similar to that of the iconic scene in The Amazing Spiderman 2: Rise of Electro where Jamie Fox’s character is beamed onto all the screens in Times Square, New York.
Tania Caruso group director of Slingshot says, “Our mission as an agency is to take brands and ideas to places previously thought impossible and we push ourselves to do that on every brief. We’ve worked with Universal Sony for five years now and we consistently work together to develop creative ways to entertain their consumers through marketing. We really wanted to give lovers of this superhero the chance to fully engage with their favourite characters, what better way to do that than allow them to embody a Spiderman villain and replicate a pivotal moment from the film!”
Nicole McInnes chief marketing officer of Adshel added, “As consumers become more demanding of personalised experiences they can share and talk about, we are always looking for ways to entertain and delight them during what would normally be a dull commute. So it was really exciting to be able to work together with a company brave enough to embrace the cutting edge potential our new digital network in Sydney. The Amazing Spiderman 2: Rise of Electro digital interaction campaign represents not only the future of Advertising, but also shows Universal Sony’s understanding of how pushing the boundaries engages today’s connected and distracted consumers.
Cindy McCulloch, marketing director of Universal Sony says, “This is an exciting time for Universal Sony and the future of digital marketing. We have a thirst for innovation and love looking at new ways to engage consumers around our content. The Amazing Spiderman 2: Rise of Electro was the perfect title for us to look at for this type of activation as the fan base is so passionate and the action and special effects so spectacular.”
Liz Cambage, Australian basketball star, has taken to social media to criticise a lack of racial diversity in recent Australian Olympic Committee photoshoots, indicating she may boycott the Tokyo games. Cambage is a member of the Australian Opals basketball team, and has played in a number of elite leagues including the WNBL, where she played […]
Massachusetts state attorney Maura Healey has sued Publicis Health, a subsidiary of Publicis Groupe SA, over allegations of deceptive marketing. Healey argued that Publicis Health used unfair, deceptive marketing tactics to sell a powerful, addictive prescription painkiller called OxyContin on behalf of Purdue Pharma. According to the suit, “dangerous opioid drugs continue to kill hundreds […]
B&T’s Research Agency Of The Year, strategic insights consultancy Nature, was a big winner at the Research Society Awards last night, taking home four prestigious honours. Nature won the Research Effectiveness Award for Technology and Innovation for its work for Don KRC; Managing Partner Chris Crook (main photo) was accepted into the Research Society’s Fellowship; […]
Australasia’s leading independent creative company, Special Group, has been named the world’s best Creative and Independent Agency of the Year by one of the world’s most prestigious advertising titles – the United Kingdom’s Campaign. Special Group – which has offices in Sydney, Melbourne, Auckland and Los Angeles – was named Global Agency of the Year […]
The winners of Fast Company’s 2021 World Changing Ideas Awards have just been announced, honoring the businesses, policies, projects, and concepts that are actively engaged and deeply committed to pursuing innovation when it comes to solving health and climate crises, social injustice, or economic inequality. Losing Lena by Clemenger BBDO Sydney was a finalist in […]
Adland's future was on display at yesterday's Young Lions. Sadly, the B&T's editor's plumbers crack was also on display.
A highlight of Australia’s creative calendar, The Design Conference celebrates its 10th conference with a cracking line-up of 20+ speakers when it returns to Brisbane Powerhouse from Wednesday 16 – Friday 18 June 2021. Over the last ten years, The Design Conference has evolved into one of the world’s premier professional development opportunities at the […]
Sydney-based design studio Universal Favourite launched a new branding for US beauty brand Youthforia, whose mission is to make makeup more playful. To appeal to a Gen Z market bored by the minimal aesthetic approach adopted by most beauty brands, Universal Favourite created a maximalist identity. The result is purposefully messy, uncurated, raw.
APRA AMCOS, a music rights management organisation for Australian and New Zealand songwriters and music publishers, has engaged Klarrio to help modernise its IT architecture and accelerate its digital transformation journey. Klarrio, a systems integrator specialising in real-time data streaming and customised IT architecture modernisation, is helping APRA AMCOS migrate from an on-premise, single-threaded processing […]