ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Apps / Augmented Reality / Virtual Reality - Single
Annual ID
ADC_INT18002S
About the Work
Our aim was to build Deutsche Telekom’s brand relationship with Europe’s hard to reach young mobile users. We turned every piece of magenta in Europe into our own media channel. Using simple chroma key technology, our augmented reality app “The Lenz”, turns everything magenta into a screen for music and lifestyle content. To launch this new dimension to magenta, we partnered with Gorillaz, the world’s biggest virtual band. Anything magenta became a portal to directly share exclusive tracks, live gigs and product offers. The objective of engaging with millennials was reached in just two weeks by capturing 14 million impressions. The Lenz is already on more than 130,000 phones with people creating their own magenta portals across Europe. Ultimately, our most important ROI is the one we can’t measure; Deutsche Telekom now has exclusive access to every piece of magenta in Europe. How many media channels is that? Potentially millions.
2018 Awards
Total Points: 15
Silver Cube
Credits
Agency
Saatchi & Saatchi / London
PR / Marketing Agency
Proud Robinson / Brighton
Media Company
MediaCom / Düsseldorf
Chief Creative Officer
Kate Stanners
Creative Director
Will John
Franki Goodwin
Designer
Bruno Di Lucca Goncalves
Daniel Reeve
Talveer Uppal
Tomek Drozdowski
Steven Tinkler
Victoria Draisey
Executive Creative Director
Jan Teulingkx
Agency Producer
Lisa Mason
Barbara Dib Gaiarim
Creative Team
Tom Cleeland
Will Millner
Harriet Ronn
Barney Spiro
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