Looking at what won awards at Cannes in terms of online/digital/social work, and the thing that jumps out is that a lot of the work seemed less about some amazing online experience and more about a practical, utilitarian approach to dealing with customers. Feels like where things are headed now is either in that direction, or it’s about eye candy for eye candy’s sake, where the only focus is on doing something amazing that grabs your attention—not helps you with your online reservations.
But that’s okay too. Trying out cool techniques, even when they’re used to promote mediocre product(s), leads to advances in design and advertising that others can take and run with.
Swedish pop star Robyn’s new music video as 3D site definitely does that. The 3D on top of an aggregated real-time twitter stream may be overkill for some, but it works. The song is Don’t Fucking Tell Me What To Do, and in it, she lists all the things in life that were getting to her after coming off the road. Users are encouraged to update on Twitter just what it is that’s killing them by using the tag #killingme in some way. This twist on the Pulp Fiction animated type technique takes key words from those updates and displays them large across the screen at a pace that matches the tempo of the music. VIA
Hope you saved yer old 3D-glasses. See Robyns video here. http://robyn.com/killingme/