This weeks ignition five from Sophie and Vanessa

1. 5
26th October 2010

2. 1. Wake up light film
Philips just launched a lovely campaign for its new product, the
Wake up Light. Its a kind of alarm clock / light, with an innovative
design and its main function is to wake up people the best way
through its halogen bulb, which makes us wake up smoothly with
the gradual increase in its light.
“Wake up the Town” an experiment that will be held in
Longyearbyen, a town near the North Pole, passing through four
months of the year totally in the dark. From 26th october the sun
sets and doesn’t come up for 4 months. The whole routine of the
inhabitants of the place changes and the sense of time, day and
night, simply cease to exist. At this point Philips is going to try
and help the inhabitants, and document the story of their lives
with the help of the product.

3. 1. Philips Wake up Light Campaign

4. 2. Nikon Guerilla style billboard
Nikon took its cue from our celebrity-
obsessed paparazzi culture to launch the
brand's D700 model in Korea.
At a busy Seoul subway station, Nikon mounted a huge
interactive, light-box billboard displaying life-like images of
paparazzi. Huddled together as if at a premiere, the "paps"
appear to be jostling and competing for the best celebrity snap.
The celebrities in this case were the passersby, who
automatically triggered a deluge of flashing camera lights as
they walked past the billboard. The accidental superstars then
followed the red carpet all the way out of the station and into a
mall - directly into the store where they could purchase the new
D700. Mission accomplished.

5. 2. Nikon Guerilla style billboard

6. 3. Sensodyne projection map
What was different about this projection mapping event, was
that sound was broadcast via your mobile phone by people
dialing in to avoid the noise pollution that otherwise may have
been created. it does, seem to make the whole event a little more
personal and engaging.
Forcing people to dial in for sound would have pros and cons.
Firstly, it didn’t say it was a free call, so you may have lost a few
people instantly, and secondly, not everyone will want to call in.
But, for those who do, it enhances the personal experience and
also provides a nice measurement system to see how long
people watched and exactly what session they saw.

7. 3. Sensodyne in Canada

8. 4. Starbucks website
Starbucks have launched a really simple
website getting the public involved…simple
submit your idea and the coffee company
will act on it if its worthy!

9. 4. Starbucks interactive website

10. 5. Macys magic mirror
Using a unique blend of augmented reality, app technology, and social media,
Macy’s have re-invented the dressing room experience for New Yorkers visiting
Macy’s Herald Square store through November of this year.
Customers enter a dressing booth outfitted with with a 72-inch multi-touch mirror and
an iPad. The customer then selects clothing from the iPad application and
transfers the items on their body’s image on the mirror with a flick of the wrist.
Naturally, photos of customers in various outfits can be shared on their social
network using emails or SMS (with the purpose of getting live feedback from their
friends).
This innovation demonstrates how retail can be a primary driver in furthering the
integration between digital and physical space.

11. 5. The Jetsons come to life