Idea of the year
Young & Rubicam have just announced the winner of their Idea of the Year awards.
These awards are chosen by Tony Granger – the global chief creative officer and his global creative board. The winner is chosen from across all categories of work (TV, digital, outdoor, print, etc) produced by any of the companies within the Y&R network.
This year the award went to the Orange campaign ‘When the light are off, the site is on‘ created by Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv.
In promotion of Orange’s new ‘Orange Time’ online pay-per-view entertainment portal, the agency developed a light-sensitive website – designed to create a cinema-esque vibe relavent to the content available. Thanks to a nifty web cam interface which detects variations in the intensity of light, the users must first turn down the lights to access the page; clicking on film trailers then re-directs them to the full-length screening page on the Orange portal. TIP: IF YOU’RE AT WORK AND CAN’T TURN THE LIGHTS DOWN, JUST PUT YOUR FINGER OVER THE WEBCAM.
As neat as technology like this sounds, there are always inherent risks – eg, will it isolate those without web cams and cut traffic to the site? Thankfully, the numbers suggest just the opposite.
In one month, Orange became the No. 1 video-on-demand-portal in the country and during the campaign, there was a 50% increase in visits to the site. Impressive stuff!
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