Women's Aid launches first 3D cinema ad with real-time edit
By Sara Kimberley, campaignlive.co.uk, Wednesday, 12 December 2012 10:52AM
Women's Aid, the anti-domestic violence charity, has launched its first 3D cinema ad, which the audience can edit in real-time.
The ad by WCRS will launch across cinemas from tomorrow to coincide with the launch of 'The Hobbit' in 3D.
The spot, called "blind eye", uses 3D stereoscopic technology. Viewers wearing 3D glasses can manipulate the ad by alternatively closing their eyes.
Viewers who close their left eye will see a fruit basket full of oranges and a women happily preparing dinner in her kitchen. However, when they use their other eye, they will see a fruit basket full of apples and a man with the woman who hits her and burns her hand of the hob. The audience can switch eyes throughout the ad to watch the different outcomes.
WCRS has worked in partnership with VFX Studio MPC Creative to develop the technology and direct the spot so viewers are able to edit the hard-hitting commercial in real time by opening and closing either their left or right eye one at a time.
The 65-second film features the haunting soundtrack of Massive Attack’s ‘Angel’. The ad ends with the strapline, "Will you turn a blind eye to domestic violence?"
The creatives behind the ad were Naz Nazli and Rob Welch. Ross Neil was the creative director who worked alongside the creative technologists Luke Walker and Hiren Jakison. The ad was directed by Chris Vincze.
Ross Neil, creative director at WCRS said: "3D technology has already opened up new exciting possibilities for advertising but we wanted to push it further and use it in a different, previously unexplored way."
Marai Larasi, co-chair of Women’s Aid, said: "The technology used to make this advert allows the viewer to choose whether they see the abuse that is happening behind closed doors in a relationship. The audience will have the ability to shut out the abuse and pretend it's not happening, or they can choose to view the reality of living with domestic violence."
This article was first published on campaignlive.co.uk
- On-Air Creative / Creative Executive Discovery Communications Very Competitive with excellent benefits, London (West), London (Greater)
- Commercials Producer/Director Searchlight Recruitment An attractive salary is available to the successful candidate. , London (Central), London (Greater)
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Marketing Executive Blue Skies Marketing Recruitment £25,000 to £30,000, West London
- European PR Director Blue Skies Marketing Recruitment £75,000 to £90,000, Central London
- Pimm's launches weather activated OOH campaign
- Managing director Paul Hayes to leave News UK after 15 years
- Tango returns to advertising after two years with off-brand TV ad
- Vizeum on alert as 21st Century Fox review includes £150m European media
- Why D&AD's first Black Pencil for Radio in 32 years is significant
- Procter & Gamble YouTube video banned