BMF launches first interactive outdoor ad in Pitt Street Mall for The Smith Family Winter Appeal

| | 13 Comments

TSF Pitt St 4.jpgBMF has created an interactive outdoor ad for The Smith Family Winter Appeal that will enable people to experience first hand what it means to be a disadvantaged child.

 

BMF worked in partnership with JC Decaux to harness Panasonic’s D-Imager and Microsoft’s .Net technology to create an interactive outdoor ad that invites passers-by to interact with school children in the unit. As people approach the ad, the children on screen run away from the viewer, demonstrating the isolation experienced by disadvantaged children.

Says Doug Rathbone, BMF technical director: “Interactive-outdoor is still such a new twist on such a well-known medium, we’re really excited to be involved in such an interesting technical piece for such a good cause.”

 

The interactive ad is part of The Smith Family’s annual Winter Appeal, and aims to raise awareness of the issue of disadvantage, which lacks visibility in Australia, by demonstrating the experience of disadvantaged children.

 

It is also hoped that the ad will help boost donations for The Smith Family Winter Appeal, which is currently behind target for 2012.

 

The ad is currently located in Sydney’s Pitt Street mall.

 

Executive Creative Director: Carlos Alija & Laura Sampedro

Art Director: Michael Graziano

Copy Writer: Daniel Staudinger

Developer: Nico Le Roux

Technical Lead: Doug Rathbone

Editor: Oana Voicu /James Bristow

Digital Project Manager: Lila Tournier

Account Director: Sophie Morgan

Print production: Libby Hams