The Ad Impact Awards are often closely fought and the July round proved no exception, with both Steinlager Pure and V performing above the norms as impactful TV ads. But Taika Waititi’s comedic effort in DDB’s Steinlager Pure ‘When things are this good’ ad was too strong, pipping Colenso BBDO’s V Motion Project.
It’s been featured in Wired, the Huffington Post (“a virtual reality explosion”), The Daily What (“a prototype for Skrillex’s inevitable 2017 Super Bowl half-time show) and a fair bit here on StopPress. And the V Motion Project has started its experiential journey into the public domain, with a surprise in-cinema activation showing the technology in effect on the big screen.
We wrote about the launch of Colenso BBDO’s very cool V Motion Project a few weeks back. And after an “epic journey to create music using the body’s movement”, the creators took their bootleged technology and a projector to an Auckland carpark on Saturday night to show the people what happens when the power of dance is harnessed.
New Zealand is one of the only markets in the world where Red Bull isn’t the number one energy drink. That title is held by Frucor’s V, and it got there through a combination of savvy NPD and a series of brilliant campaigns. Given what’s come before, it’s always going to be a challenge to raise the bar creatively, but Colenso BBDO and Frucor have given it a good nudge with their latest effort, the V Motion Project.