A look into how we are creating ideas that connect people with brands. We'll take a look at how to come up with great ideas that leverage technology, whilst making the experiences human. Recently our campaign for the Sydney Opera House used smart technology and social media to turn photos of this iconic building on Instagram into incredible experiences inside by inviting users to #comeonin. Technology should always make experiences better. "Technology and social media can provide anyone around the world with a view of the Sydney Opera House, not an experience. Our use of technology opens the building for all to see, inviting them in whilst remaining invisible throughout.”

1. Ideas & Technology

2. Ideas & Technology
Great Ideas & Technology

3. Ideas & Technology
Great Ideas & Technology
Great Ideas

4. Technology should
make things better.

5. Sydney Opera House

6. Brief

7. Brief
Make the Sydney Opera House an iconic
Summer experience. While the Opera
House is a national icon, it is not yet an
iconic experience. We needed to people to
see that House as an experience, not just
a building.

8. Problem

9. Problem
8.2 million people visit the site of the
Sydney Opera House annually but
only 1% go inside.

10. Problem
8.2 million people visit the site of the
Sydney Opera House annually but
only 1% go inside.
The rest take photos and move along,
missing out on everything the venue
has to offer.

11. Problem
It’s like there’s an invisible force field
surrounding the Sydney Opera House.

12. Process

13. Technology Direction

14. Technology Direction
Creative Technology Direction

15. Technology Direction
Creative Technology Direction
Creative Direction

16. Creative Direction
Could we remove the sails so passers by
can see whats inside.

17. Creative Direction
Could we remove the sails so passers by
can see whats inside.
Could we take the Sydney Opera House
to popular summer locations and to a
new audience?

18. Creative Direction
How can we connect with people outside
taking photos of the iconic sails?

19. Creative Direction
How can we connect with people outside
taking photos of the iconic sails?
Everyone is outside, super close,
taking photos and moving on.
How can we flip this behaviour?

20. Creative Direction
Pretty much everyone outside has a
mobile phone in their hand.

21. Creative Direction
Pretty much everyone outside has a
mobile phone in their hand.
We need to be on their phone when
they are at The House.

22. Ideas

23. Idea
Turn The House inside out.
What if we could turn The House inside out
so everyone could see through the walls of this
iconic building.

24. Idea
Turn The House inside out.
What if we could turn The House inside out
so everyone could see through the walls of this
iconic building.
Augmented Reality & Live Broadcast Video.

25. Idea
Turn The House inside out.
What if we could turn The House inside out
so everyone could see through the walls of this
iconic building.
Projection Mapping & Live Broadcast Video.

26. Idea
The photograph coupon.
Turn photographs of Australia’s most
photographed icon into something more.

27. Idea
The photograph coupon.
Turn photographs of Australia’s most
photographed icon into something more.
An artificial intelligence bot that converts
instagram photos of the iconic sails into
coupon invites.

28. Idea
The Pop-up Opera House.
Sail inspired art installations across Sydney
that act as portals inside the house.

29. Idea
The Pop-up Opera House.
Sail inspired art installations across Sydney
that act as portals inside the house.
Live Broadcast Video Sculptures.

30. The idea

31. The idea
#comeonin

32. The idea
#comeonin
Turn photos of the Sydney Opera House on
Instagram into incredible experiences inside by
inviting users to #comeonin.

33. The idea
#comeonin
Turn photos of the Sydney Opera House on
Instagram into incredible experiences inside by
inviting users to #comeonin.
Real-time, personalised video invites
through Instagram.

34. How did we do it?

35. How did we do it?
Our custom software uses computer vision
to identify photos of the famous sails along
with geo-location to find ones posted in
close proximity.

37. How did we do it?
Our custom software uses computer vision
to identify photos of the famous sails along
with geo-location to find ones posted in
close proximity.

39. How did we do it?
Our custom software uses computer vision
to identify photos of the famous sails along
with geo-location to find ones posted in
close proximity.

41. How did we do it?
The software curates a list of nearby
users for the team to invite.
In real-time our mobile film unit shoot
a video invite and post it to Instagram,
inviting people in.

42. How did we do it?
The software curates a list of nearby
users for the team to invite.
In real-time our mobile film unit shoot
a video invite and post it to Instagram,
inviting people in.

45. How did we do it?
The software curates a list of nearby
users for the team to invite.
In real-time our mobile film unit shoot
a video invite and post it to Instagram,
inviting people in.

46. Technology and social media
can provide anyone around
the world with a view of the
Sydney Opera House,

47. Technology and social media
can provide anyone around
the world with a view of the
Sydney Opera House,
not an experience.

48. Our use of technology opens
the building for all to see,

49. Our use of technology opens
the building for all to see,
inviting them in whilst remaining
invisible throughout.

51. Thank you.