Posted: Apr 4, 2011
IVCA Awards show off experiential content
The International Visual Communications Awards (IVCA 2011) have seen a set of winners that show the increasing overlap between channels of visual communication such as film, video, digital and events. Digital agencies won for their events and events agencies won for their virals.
Experience agency Jack Morton Worldwide won the Grand Prix for Nokia Foosball. This film, makes little inference towards a live ‘event’. It depicts the greatest ever table football game ever, with ball juggling and trickshots. The film was viewed on multiple platforms, including on Nokia, thereby bringing Nokia’s ‘Connecting People’ strapline to life, meaningfully using creative content (the clip is below).
Mediakinetic’s win in the experiential digital category was a further blurring of the lines. The digital agency’s launch of Activision’s Call of Duty: The Black Ops saw a 500 VIP party at Battersea Power Station being connected via eight cameras to an online audience of 182,000 via ustream, facebook and xbox live.
The “black” carpet was flanked with Call of Duty soldiers as guests arrived and VIPs stopped to talk to the press Mediakinetic’s Xbox presenters Dan Maher and Graeme Boyd – an essential link for credibility with the digitally discerning online audience of gamers.
The filming at the party was also linked to fans queuing to get the game outside Game on Oxford St, where some of the Treyarch team who created The Black Ops signed copies. (a documentary of the launch is below).
Another team celebrating was Crown Business Communications. Their Sony World Photography Awards Experience 2010, produced for Sony, won a Bronze award in the International Event of the Year category.
The Sony World Photography Awards is one of Sony’s most high profile experiential events. Crown developed the ‘Sony Experience’ at the Cannes festival, striking a measured balance between demonstrating Sony’s genuine passion and commitment to world photography while strengthening their brand and promoting products both among festival attendees and the wider public. The event saw public engagement via an outdoor exhibition and student engagement via one to one experiences with the award contender professional photographers. (a video clip is below)
Marco Forgione, IVCA Chief Executive commented, “Once again I was astounded by the diversity and creativity of this year’s entries and delighted that the IVCA Awards are able to recognise and reward such exceptional talent.”
Casey Evans, creative director at Crown said, “Being part of the Sony World Photography Awards continues to be one of the highlights of our events calendar. It’s an extremely creative, challenging and rewarding experiential project that continues to progress. We’re thrilled to have been awarded an IVCA Bronze Award and look forward to producing the 2011 festival experience at Somerset House in London this April to coincide with another high profile event – the Royal Wedding!”
The videos below show:
1. Nokia Foosball
2. Mediakinetic's documentary showing how they connected The Black Ops
3. Crown's Sony World Photography Award's activation