Saatchi & Saatchi London won the ‘Best of the Best’ award in the Digital category at last night’s Campaign Big awards. The coveted award was won for “Magenta Unleashed”, a campaign which launched in April this year for Deutsche Telekom.
At the heart of the campaign was a revolutionary smartphone app, The Lenz App, which harnessed the iconic Deutsche Telekom colour to create a new medium for entertainment. By 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.
Deutsche Telekom partnered with Gorillaz, the world’s only virtual band, in order to launch the app. Showcasing the band’s exclusive artwork, videos and new music, the Lenz App acts as a portal to a new dimension in music and entertainment. 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.