Nowadays, augmented reality is picking up steam. As more companies delve into augmented reality, we’re starting to see lots of cool tricks. But AKQA’s Washington, DC office decided to do something different. They created something useful using augmented reality for their client, the US Postal Service.
Augmented Reality project by AKQA in DC
Ever wanted to ship something and you’re not exactly sure what size box to pack it in or how much it will cost? Thanks to this insightful augmented reality project, you no longer have to wonder. For users who aren’t familiar with augmented reality, they’ve created a short video that shows you how to create a virtual shipping box 3 easy steps.
Imagine that. Augmented reality with an actual purpose.
As part of Asian Heritage Month, I would like to celebrate Asians/Asian-Americans in advertising. There are so few of us and I would like to acknowledge those who have broken through glass ceilings and are successful in advertising. I hope you find their point of view refreshing and inspiring.
It is a challenge to keep up with the change, but I’d rather deal with the change then become complacent. -Rei Inamoto
AKQA's Rei Inamoto
Rei Inamoto is a Global Creative Director at AKQA. Yes, there is an Asian in one of the highest posts in all the land.
Lars Bastholm, formerly at AKQA, is now at Ogilvy as the Chief Creative Digital Officer of North America. I was hoping this video would share more of Lars’ incredible wisdom, but alas, it made me realize that Ogilvy has no idea about his talent and brilliance. The questions were weak. Super weak. I mean c’mon, challenge him. There’s so much cool stuff happening in the digital space and all you got Lars to say is that brands should be integrated and agencies should work together instead of being siloed. Duh!
I can already tell Lars has his work cut out for him. Hopefully, the people at Ogilvy listen to him and get behind him. There’s nothing worse than working for an unsupportive team who doesn’t give a shit about digital and is pretending like they care because it’s the cool thing to do.
One of the biggest faces of AKQA has left to join the dinosaur known as Ogilvy. What made a man who worked for a shop that pushing boundaries and breaking new grounds leave for a traditional agency that has a long game of catch-up to play? I will definitely be paying attention to Ogilvy’s digital work now that Lars Bastholm is the man running the show there.
With traditional agencies trying to keep up with the digital demands of their clients and digital agencies trying to dig their way out of digital boxes, it’ll be interesting to see what Bastholm does for Ogilvy. Read the story here.
Print: “Read me.”
Radio: “Listen to me.”
TV: “Watch me.”
Traditional advertising is completely about the client. I’m talking to you. But I’m not listening to you.
Interactive advertising is a two-way dialogue.
Mobile/Web: “Interact with me.”
We want to know what’s on people’s minds. The good, the bad and the ugly. You are talking to consumers. And they are talking back. They are expressing themselves.
Everyone’s creative. Creatives. Account folks. Brand planners. Studio peeps. Administration. Even consumers. Involve consumers. Let them be a part of the conversation, the experience…
Why do we depend on media to advertise our projects? (i.e. banners to promote a new site, emails to promote a new benefit.) How come we never ask users or involve users in spreading the word? Bloggers? Gamers?
Update: I just read this fantastic article on Ad Age and wanted to share. It’s mostly about Lee Clow’s successful Apple online campaign, but the other speakers who chime in also have some great things to say. Read this interactive article here.
Every person who works in advertising should watch this.
It’s long and it was filmed a year ago. Even so, it’s still a fantastic interview with AKQA’s LarsBastholm.
Now that people are spending more time online, how come agencies don’t allocate their budgets more to interactive? Why do agencies spend $1,000,000 producing a television commercial and just $100,000 on a microsite? If the commercial is supposed to drive traffic online, shouldn’t the budget be distributed better?
Some ad people embrace interactive. Others, not so much. It’s these others that concern me. Today, users are shaping our culture and affecting what we do as advertisers. Users are smart, creative, friendly, interesting, funny, talkative, and powerful. To not embrace the medium is to turn your back on users. And when you do that, you might as well call it a day.
This is a great example of telling a story to drive people to the web.
