Une nouvelle dimension donnée à la couleur

Deutsche Telekom permet à ses clients d'accéder à un nouveau monde musical derrière les tons magenta.

Parmi les opérateurs de téléphonie mobile, nous avons Orange et sa couleur caractéristique, mais il y aussi Deutsche Telekom et son magenta spécifique.
Saatchi & Saatchi London et Deutsche Telekom ont décidé d’utiliser cette couleur à la manière des fonds verts en vidéo, en proposant, via une application nommée « The Lenz » du contenu additionnel. Ainsi, grâce à un système de reconnaissance chromatique, chaque surface magenta ou similaire se voit transformée en écran de diffusion, en réalité augmentée, de contenus exclusifs liés, bien évidemment, au groupe « virtuel » Gorillaz. Le groupe va d’ailleurs, grâce à ce partenariat proposer des concerts live via l’appli ansi que des interviews.
C’est ainsi que l’agence anglaise Saatchi & Saatchi et Deutsche Telekom ont pu transformer la couleur en nouveau média. 


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Asda reboots Halloween with an 80’s music vibe

Launching tomorrow and running until October 31st, Asda has revealed its latest Halloween TV ad featuring the 80’s hit ‘Word Up’ from Cameo.
The campaign, created by Saatchi & Saatchi London, is developed from insight that Halloween is increasingly becoming an event that is anticipated and enjoyed by multigenerations.
It’s an exciting time of year, especially for kids, and an opportunity to step outside the rules and have some fun.
Filmed in the style of a music promo, the ad depicts a family who becomes ‘possessed’ by the ‘Halloween Spirit’ after listening to the iconic 80’s Cameo track on a ghetto blaster.
Everyone from the young children to grandma start dancing while seamlessly lip syncing the words to the song.
Showcasing the wide range of products on offer at Asda from eye-catching costumes and trick or treat supplies to pumpkins, celebration cakes and everything you need for the perfect Halloween party. The spot positions Asda as the UK’s number 1 destination and one-stopshop for all things Halloween. It is summed up in the strapline ‘Home for all things haunted’.
Asda has also teamed up with Shazam to launch a UK first, which will run throughout the spooky period. When anyone ‘Shazams’ the TV ad or code in Good Living Magazine they will be taken to a Halloween experience on their smartphone which lets them be part of the ad through a lip syncing spooky filter. This can then be saved and shared with friends across social media channels.
“Andy Murray, Asda’s Chief Customer Officer, said: “Halloween is increasingly popular in the UK and our through-the-line campaign aims to bring out the fun side of the spooky celebrations.”
“With the right mix of innovation, exclusive ranges and great prices, every touch-point of our campaign encourages the whole family to ‘get into the spirit’ and get involved - truly making Asda the home for all things haunted this year!”
The 30” TVC will run from tomorrow with 6” cut downs appearing on Asda’s social channels
alongside a 20” radio spot and PR support.