IAB Europe MIXX Awards Europe Webinar

Creativity in Digital Advertising

16th November 2017

Good afternoon and welcome, we will start shortly

Alison FennahExecutive Business Advisor, IAB Europe

MODERATOR PRESENTERS

Resh SidhuCreative Director,

Framestore

Esra EzibayNike Client Lead,

Mindshare Turkey

RESH SIDHU CREATIVE DIRECTOR

THE MAGIC OF VIRTUAL REALITYFANTAST IC BEASTS AND WHERE TO F IND THEM

The Wizardy of Daydreams. A quest for those brave enough to face the Fantastic Beasts in person.

Designed exclusively for Google Daydream

VR platform. A first of it’s

kind cinematic

mobile experience turning you

into a wizard.

Extending the story. We started early on with VFX supervisor Christian Manz.

Concept artwork. Turning imagination

into reality.

Film Script to VR Script. Our unique approach was the fusion of fiction, directional gameplay and screen script.

Taking fans beyond the film and into the wizarding world. Fans can apparate to multiple environments.

Turning imagination into reality. Thousands of visual references enabled us to re-create the scenes with a high level of detail and craft.

The magic is in the Daydream controller. Making fans truly feel like a wizard with a wand in their hand, able to cast spells and complete challenges.

We needed to provide game like interactions with a cinematic story experience. Daydream’s gesture controller gave us the ability to add challenges .

Building an expeirence with a sense of purpose. Immersive gameplay and interactions allow users to feel part of the Newt’s world.

Bring the Fantastic

Beasts to life. Models from

the filmmakers

were streamlined

for maximum agility and

fluidity.

RESH SIDHU CREATIVE DIRECTOR VIRTUAL REALITY

NIKE X MINDSHARESPARK BRILLIANCE

ESRA EZIBAY

CLIENT LEADERSHIP

FACT

IT’S HARD FOR KIDS AND FOTS TO BELIEVE THEY CAN MAKE IT OUT OF THE STREETS

TO THE BIG LEAGUES

HUSTLEBELIEF

PASSION

REQUIRES

AND A

ROLE MODEL

TURKEY AT EUROLEAGUEAFTER8 YEARS

SPARK BRILLIANCE

FOT

15-19MFOOTBALL AN OBSESSION

DIFFERENTIATING WITH ULTIMATE FOOTBALL CRITICISM

FROM ALL OTHER TEENS AROUND THE WORLD.

MEET TURKISH FOT.

FOT

MOBILE>DIGITAL

CYBER SOCIAL

LOVES CONNECTED TECH

FOLLOWSNEW TECH

Source: MS Internal Research, 2016 Feb, among 16-34 male audience

2,4IXHIGHER

TV VIEWERSHIPDURING LIVE FOOTBALL EVENTS

Source: MS Internal Research, 2016 Feb, among 16-34 male audience

ANOTHER SCREEN

-IS POSSIBLE

78percent

2ND SCREEN

DURING LIVE GAMES

Source: MS Internal Research, 2016 Feb, among 16-34 male audience

STRATEGYHijack a broadcast TV moment, and transform traditional TV viewing

into a more immersive, exclusive and personal brand experience.

EXECUTIONAudio signpost that automatically recognize sound from the TVC that creates a trigger which load a real-time interactive

360° video experience on mobile. FOT could watch and interact with the film whilst also having a seamless link to purchase, with just one click taking them to

Nike.com and the jersey of their dreams.

MAKING IT HAPPEN

Brand Positioning Point

Trigger Moment

Asset Deployment

TV Ad SpotNational Game Half time 360 Locker Room Experience on 2nd Screen

Most AwardedMobile Activationin 2016

30+local, regionalandglobalawards

2016EMEA,GrandPrix2016Global,Special

RubiconGRANDPRIX

THANK YOU

Alison FennahExecutive Business Advisor, IAB Europe

MODERATOR PRESENTERS

Resh SidhuCreative Director,

Framestore

Esra EzibayNike Client Lead,

Mindshare Turkey

Q&A

Thank you for attending

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Marie-Clare Puffett, Business Programmes Manager

puffett@iabeurope.eu

@iabeurope

/iab-europewww.iabeurope.eu

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