The D&AD awards, held this year at the Truman Brewery in Brick Lane, East London, honor the best creative work in design and advertising from around the world.
The award winning campaign, ‘Magenta Unleashed,’ was brought to life through a smartphone app, The Lenz App, developed by Saatchi & Saatchi London. The Lenz App harnessed the iconic Deutsche Telekom colour to create a new medium for entertainment. Showcasing exclusive artwork, videos and new music from the world’s only virtual band, Gorillaz, the Lenz App acts as a portal to a new dimension in music and entertainment. Using Chroma Keying technology, it works by identifying colours in the real world that are similar or match magenta to activate the app and content for the viewer. Whatever the magenta surface – a computer screen, framed image or door - by placing a phone in front of it, it will reveal the exclusive Gorillaz content.
Read about the full campaign and watch the case study video here.