ADC Awards
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Category
Extended Reality / AR / VR
Annual ID
ADC_INT21_020B
About the Work
LOVE Park was not just a city plaza where skaters gathered. It was holy ground, considered by many as the greatest skate spot in history. It shaped skateboarding, in Philadelphia and around the world. Sadly, in 2016 the original LOVE Park was demolished, leaving skaters with nothing but its legacy.
To make the dream of skateboarding at LOVE Park come true for up-and-coming Japanese skaters, Canon made the iconic skate haven rise from the ashes in its Kawasaki Volumetric Studio and recreated skatable obstacles from LOVE Park, combining them with an accurate virtual environment to create a first-of-its-kind mixed reality skate session.
Skateboarding at LOVE park could be experienced and seen like never before, thanks to Canon’s Volumetric Video System which combines an enormous 360 green screen with input from over 100 4K cameras to instantly generate live 3D footage, that allows the viewpoint to roam freely.
Long Live Love was unveiled at the world’s largest and most influential tech event, CES, with the goal to redefine the brand’s perception from “just a camera maker” to a world-class tech innovator. CES attendees could explore an interactive timeline that told the story of LOVE Park through the most iconic archival footage and interviews. They could also learn all about the park’s resurrection, made possible by Canon’s futuristic volumetric video technology.
Long Live Love was loved. It received over 240,000 online visitors during the first days of CES and registered a stunning engagement rate of 95%. The media engaged as well, resulting in coverage by dozens of major tech and business outlets, such as Engadget, Techradar, The Wall Street Journal and Forbes, keeping the legacy of Love Park alive and showing Canon from its most innovative side.
To make the dream of skateboarding at LOVE Park come true for up-and-coming Japanese skaters, Canon made the iconic skate haven rise from the ashes in its Kawasaki Volumetric Studio and recreated skatable obstacles from LOVE Park, combining them with an accurate virtual environment to create a first-of-its-kind mixed reality skate session.
Skateboarding at LOVE park could be experienced and seen like never before, thanks to Canon’s Volumetric Video System which combines an enormous 360 green screen with input from over 100 4K cameras to instantly generate live 3D footage, that allows the viewpoint to roam freely.
Long Live Love was unveiled at the world’s largest and most influential tech event, CES, with the goal to redefine the brand’s perception from “just a camera maker” to a world-class tech innovator. CES attendees could explore an interactive timeline that told the story of LOVE Park through the most iconic archival footage and interviews. They could also learn all about the park’s resurrection, made possible by Canon’s futuristic volumetric video technology.
Long Live Love was loved. It received over 240,000 online visitors during the first days of CES and registered a stunning engagement rate of 95%. The media engaged as well, resulting in coverage by dozens of major tech and business outlets, such as Engadget, Techradar, The Wall Street Journal and Forbes, keeping the legacy of Love Park alive and showing Canon from its most innovative side.
2021 Awards
Total Points: 9
Bronze Cube
Credits
Agency
FCB / Chicago
FCBX / Chicago
PR / Marketing Agency
Current Global / Chicago
Production Company
MediaMonks / Los Angeles
Chief Creative Officer
Andrés Ordóñez
Creative Director
Niels Sienaert
Tim Schoenmaeckers
Executive Creative Director
John Bleeden
Writer
Kiku Gross
Associate Creative Director, Experiential Design
Alex Johnson
VP, Creative Director
Jasmin Whitmore
Account Executive
Bianka Kristen
Art Producer
Karen Blatchford
Director of Strategic Planning
Brian Asner
EVP, Branded Content & Entertainment
Juan Woodbury
EVP, Head of Experiential
Kim DeNapoli
Management Director
Katherine Fleiss
Senior Project Manager
David Eldred
VP, Director of Business Affairs
Jeff Cowie
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