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Atlanta BBDO & Resn's 1440 Project for REI

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Every minute of the day shared in interactive photgraphy project

Atlanta BBDO & Resn's 1440 Project for REI

BBDO Atlanta teams up with creative digital partner Resn to design an interactive 1440 Project for outdoor retailer REI.

Cabot Norton, SVP, executive creative director at BBDO Atlanta said:

“REI has a highly-engaged customer-base making for an active community who share quality outdoor photography amongst themselves. The brand wanted to offer something in return and build a platform that allows their community to share their images in an easy way – and in real time.“

The result is REI 1440 Project - a minute-by-minute timeline of photography, based on the time the image was shot. This complete 24-hour day builds a live outdoor photography exhibition by the REI community. This shared collection represents the REI community’s collective love of the outdoors, with over 3,400 images uploaded in the first 15 days.

Rik Campbell, managing director and co-founder at Resn, said:

“We translated the original creative brief, which was to illustrate an entire day of 1,440 minutes with images, into an HTML5 experience. It was paramount to us that design should not be compromised by usability, and vice versa. We have created a fun and simple method for users to add the time, activity, location and descriptions to images, making it a joy for people to get involved and share.”

The site is a highly visual HTML5 responsive design for desktop, tablet and mobile platforms. The site employs Facebook Connect for easy authentication and sharing. Users can contribute photos from their mobile, tablet, Facebook, and Instagram accounts, allowing people to view and filter images on a 1,440 minute timeline. You can filter and search the site by time, user name, location, hash tag, or activity. The minimalistic and intuitive design makes it easy to upload photos and maximises an enjoyable browsing experience.

Find the site here:

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BBDO Atlanta, Tue, 18 Dec 2012 15:34:20 GMT