The New World Theater recently launched its 2023-2024 programming and, at the same time, a campaign designed by company and co.. To hold the attention in an original way, the agency chose to animate the engine visuals, literally making them come to life before the eyes of passers-by, offering them an exciting vision of the season concocted by the TNM.
“We gave ourselves a great challenge this year by using augmented reality in the campaign, explains Fanny Vezinaartistic director at company and co.. We have set up animations that are activated via filters thanks to Meta Spark technology. It allows us to add a layer of interactivity to the campaign, in addition to having great potential for sharing on social networks.”
These filters are in addition to the tools developed each year for the subscription campaign: TV , making-of, subscription magazine and campaign in print, display and digital.
To promote this idea, company and co. set up a poster campaign in partnership with the team of Wild archyde news. The posters are presented there in their simplest form: without a title, credits or even a logo.
“We found it interesting to push the audacity even further with visuals that reveal almost nothing, adds Mario MercierPresident and Creative Director at company and co.. It piques curiosity and adds added value to the filters, because the title of the pieces and the credits appear only via the animation.
A single poster, TNM red, discreetly bears the brand’s logo, as well as the words “Dream big for a New New World”, referring to the renovation work of the theater, but also to certain themes that emerge from the 23- 24, such as humanism, the power of imagination and feminism.
The campaign will be rolled out in key locations in the city, both on street posters and in transit, particularly in the metro. Passers-by will be able to use their cell phones to scan the QR codes and see the posters in augmented reality, revealing the programming and the universes in which it is located.
“We are incredibly excited to bring this innovative new campaign to Montreal,” says Lorraine PintalGeneral and Artistic Director of TNM. We believe the Meta Spark technology will allow us to connect with audiences in new and exciting ways, and we can’t wait to see the reaction from viewers.”
Credits:
Client: Lorraine Pintal, Frédérique Brault, Pascale Desgagnés
Agence : company and co.
Photos : Shoot Studio – Jean-François Gratton
Animation and motion design: Charles Desmarais
Filming, production and editing: Shoot Studio – Lucas Rupnik
Music and sound mix: Circonflex
Meta Spark integration: Arthur Cloche