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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2007
I D EAS Creative Department fourmonthsin the life Advertising has always valued original, progressive, imaginative ideas. But in today’s environment, where technology is causing rapid changes to both traditional and new communication platforms, understanding what has become creatively possible - and what could soon be possible - is an increasingly important part of the equation. Saatchi & Saatchi New Zealand has been open about its quest to embrace new media as part of its strategy to move on from being an ad agency, to an ‘ideas company’. CB takes a closer look. IN MANY OF THE LATEST PROJECTS created by Saatchi & Sa atchi New Zealand, it’s impossible to define a hierarchy between the idea, and the technology, which makes it possible to express - both are essential to the end result. Marshall McLuhan’s “ the medi- um is the message” quote has been around since 1964 and seems more prophetic now than ever. Truly cre- ative advertising in today’s environ- ment - advertising t hat t ranscends the traditional - relies both on what is said, and how it is said. Understandin g the ful l range of possibilities available in the “how it is said” arena, which are constantly changing t hrough new t echnology and new platforms, can only mak e creative insights stronger. Saatchi & Saatchi New Ze aland creative director Mike O’Sullivan said some technology application s are s til l in their infa ncy bu t it’s about understanding what t hey will mean for creatives i n t he f uture: “Techn olog y of fer s e scapism… people ar e immer sing t hemselves deeper in it than ever before.” Her e’s what the Saatchi ideas department has been working o n recently, both in terms o f taking advantage of the opportunities that new media o ff ers, an d i n us ing older media in more creative ways. AN ANIMAL IN MY NEWSPAPER For t hose who don’t count pr int media as a ‘ new’ m edium, thi nk again. Technology is t ransforming the humble print advertisement into a completely new offer. All print publications ch arge out their ads u sing a si ze c alculation, and i t is to this space that a cre - ative’s options are confined. But what if the print ad’s allocated space on a page was only o ne side of a 3D ‘box’ for a creative to play around in? New Zealand company Hitl ab, with some help from Hyperfactory, has come up with a patented tech- nology that allows people to down- load an application onto their cel l- phones, meaning that if they view a print ad through th eir c ellphone’s camera, they will s ee a 3D image instead of a geometric p attern of squares. 24 CA MPA I GN B RIEF Wellington Zoo - For those who don’t count print media as a ‘new’ medium, think again. Technology is transforming the humble print advertisement into a completely new offer. Turn to page 27 of this issue for a real live version of the ad in action. Follow the instructions to see the 3D image on your mobile phone. MAY/J UNE 2 007
July August 2007