Xerox takes over bland American airports with interactive billboards
Posted on 17. Nov, 2010 by Jonathan Cherry in Design
Airports are easily the most inspirationally barren geographic locations on earth. There isn’t much to do in them when you’re in transit except develop a smoking habit or eat artery clogging food. So in an environment so ripe for a creative-something… anything…to break the boredom and crapness of an airport Xerox have now introduced giant interactive commercials at almost dozen airports across America.
In partnership with agency Y&R New York, Tronic designed and produced two interactive CG / live-action productions, one of which features Target, the other Marriott Hotels, for the Xerox business-to-business campaign, which launched in September. The two productions run in rotation on life-sized, nine-screen interactive video displays at Atlanta, Denver, Los Angeles and six other airports.
Tronic is known for their blending of the digital and physical, and this project offered a unique opportunity to create a new kind of advertising that mixed gesture based technology with commercials and gaming to create interactive storytelling. No longer is it as passive viewing experience, suddenly you can disrupt and interactive with a commercial and it’s actually fun, it transforms into a game.
There you have it – more blurring of the lines between fantasy and reality. That’s obviously why we had it as the topic for this year’s BRAND HOOLIGANS event.
