For the third year in a row, the awarded production company Filmic Art produced Fanta's Halloween campaign together with Clear Channel.
The idea started with combining a digital screen with projections playing around with it. This opened a door for the content inside the screen to take a step outside into the world. Through out the years the idea has developed and explored the many possibilities that digital screens in combination with projections gives. This time around they upgraded the projections by painting a mural around the screen. This gave the creatures in the projections more ways to play around the surfaces.
Last year, 2021, the campaign won gold in the OBIE awards in the category 'Best International Outdoor Advertising'.
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Trend Themes
1. Mixed Reality Projections - Combining digital screens with projections to create mixed reality experiences offers opportunities for advertisers to create memorable campaigns that blur the line between the digital and physical worlds.
2. Interactive Outdoor Advertising - Enhancing outdoor advertising with interactive elements such as projections can create more engaging experiences for audiences, giving advertisers the opportunity to capture attention and stand out from the crowd.
3. Mural-based Projections - Using murals as a backdrop for projections can create unique, immersive environments for advertisers to showcase their brand and messaging, providing a canvas for creative expression and brand storytelling.
Industry Implications
1. Advertising - Developing innovative outdoor advertising campaigns that use mixed reality projections, interactive elements, and unique backdrops can help advertisers capture attention and deliver impactful messaging.
2. Digital Signage - The use of digital screens for outdoor advertising provides a versatile platform for creating dynamic, eye-catching displays that can be enhanced with projections and interactive elements.
3. Art and Design - The combination of digital technology, projections, and physical environments offers artists and designers an exciting canvas for creating immersive, interactive experiences that engage audiences in new and exciting ways.