Saatchi & Saatchi London has won a Webby award in the Digital Campaign category for their ‘Magenta Unleashed’ Campaign for Deutsche Telekom.
The Webby awards honour the best creative work on the internet, across seven different media types: Websites, Film & Video, Advertising, Media & PR, Social, Mobile Sites & Apps, Games, and Podcasts & Digital Audio. Each category comprises two awards; The Webby Award, selected by members of the International Academy of Digital Arts and Sciences (IADAS), and the The Webby’s People’s Voice Award, selected by the voting public.
Saatchi & Saatchi London’s winning campaign, ‘Magenta Unleashed,’ was brought to life through a smartphone app, The Lenz App, and 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.