Despite it being a legal requirement in the UK to include ingredients and nutritional info on food products, blind and partially sighted people cannot access this information and are denied this fundamental right and the RNIB’s ‘Whatsin Store’ aimed to raise awareness of this. The store stocked purposely inaccessibly packaged products and filmed customers' reactions and confusion on hidden cameras. The footage was used as content for a wider comms plan.
Day to day, it is extremely hard for those of us in society without a visual impairment to understand the challenges that blind and partially sighted people have to deal with; ‘Design For Everyone’ and the ‘Whatsin Store’ are a genius way to bring awareness to this important issue.
Research by Samsung UK revealed almost two thirds (63%) of Brits are being inspired to grow more of their own food and plants at home. After the pandemic, people seem to have found a lot more pleasure in spending time outdoors - walks and gardening keeping everyone from going a little stir crazy during lockdown.
Samsung wanted to acknowledge this trend by launching an exciting new initiative with the UK’s first urban-farm-to-table-pizzeria, Project Plant. Powered by Samsung technology and supported by partners, Purezza and Green Lab, an innovation centre which finds sustainable solutions to complex urban food, water and waste challenges, the initiative explores how our roots in connectivity and tech can inspire the way we all select, grow and consume food.
Project Plant brought to life this idea with an immersive experience that allowed visitors to travel through the futuristic looking space, visiting the different areas which housed various crops that you were invited to harvest so that you could customise your pizza at the end of the journey.
The whole experience was created to teach us how tech can go hand in hand with small space growing.
We love this idea of walking through an immersive space, learning tidbits along the way and seeing/tasting the end results for yourself. A brilliant, tangible, way to experience a brand and an idea.
Now, who’s for pizza?
The Park are the team behind ‘Best Outdoor Experience’ winner UPLIFTFORD, whichaimed to prove that by moving with Asic, the mood of an entire town could be improved - uplifted, if you will. They took over Retford in Nottinghamshire - the place shown by research to have the lowest mood nationwide - and convinced councils, business owners and emergency services to let them transform the town into Upliftford.
They turned lamp posts into goal posts, benches into bench presses and bus stops into bus steps. In doing so, Retford residents were inspired to move more, resulting in a tangible positive impact on their minds and mood. Asics’ Mind Uplifter tool, that combines facial mapping technology with self-reported data, showed a 27% mood uplift.
As self-confessed space invaders we love the idea of a brand taking over a whole town and infiltrating its spaces to turn everyday settings into something more fun and thought provoking. We’re big fans of making the ordinary, extraordinary, and we feel this campaign did just that. Not only a wonderful bit of advertising but something inspiring, something with heart, too.
To bring the sentiment of Virgin’s tagline ‘Faster Brings us Closer’ to life, the ‘Two Hearts Pizzeria’ activation used pioneering holographic technology to bring people separated by the pandemic closer than ever before, whilst restrictions still prevented them being able to meet face to face.
Located 400 miles apart, in London and Edinburgh, the Two Hearts Pizzeria was an interconnected, immersive 3D experience enabling diners in each location to enjoy a meal together sitting across the ‘same’ table, looking at each other, making eye contact, life-sized, 3D and in 4K quality, as if they were ‘actually’ there.
We love that, again, we’re seeing a campaign that has experience and emotion driving it. It was about bringing people together and creating a visceral, tangible moment during a time when these were really thin on the ground. It’s also a lovely example of real life events working hand in hand with tech/the virtual world to take experiential to that next level of wow.
April was a great month looking over all of these varied and inspiring awards winners and we hope you’ve enjoyed the series!
April was a great month looking over all of these varied and inspiring awards winners and we hope you’ve enjoyed the series!
