Digital Photography a Kind of Art Which Can Stand by Itself
Though the “new kid on the block”, interactive advertising corporations continue to rule design award shows. Formerly the tough domain of illustration, graphic designing, and photography agencies, interactive and multi media design has matured into a kind of art which can stand by itself.
Originally, interactive design was thought as being unique from conventional design, and so restricted to niche awards of its own. Shows like theCannes Cyber Lions, interactive media awards and lotus awards were developed precisely to fill the interactive niche. But as interactive has matured, the design community has started to see this art form in a new light. As an example, Applied humanities now includes interactive projects in its design awards. Applied humanities is a Canadian mag devoted to visible communications. Henderson bas lately won 4 awards at the Applied humanities Mag Awards ( henderson bas is Canada’s most awarded interactive agency ). Not only did this campaign win the 2006 Grand EFFIE Award for best promoting communications campaign, but also the prize for best retail account express or channel, selling activity at the MAA Worldwide World Awards. The Dove video was produced by Ogilvy and Mathers Toronto office, while the retail channel portion was made by Toronto’s Capital C. A primary reason interactive design has been performing well in award shows is the lines between interactive and standard design are becoming blurred with time. In a similar way, many print and Television ads have moved nearer to interactive.
In Japan, virtually all print ad now contain little bar codes which can on occasion be read with cell telephone cameras, which link the advert to online content.
Established firms like Frito Lay have also integrated interactive with Television by making use of “crowdsourced’ content Television commercials which are produced by people at home and submitted on the internet. While nobody can be sure of the way ahead for interactive, one thing is definite : the continual evolution of interactive as a media will only increase the quantity of interactive projects winning normal media awards.
Source: Digital Cameras