Advertising agency R&R Partners won two industry awards last week for its Global Launch Event for client Blockchains.
The Adweek Experiential Awards honoured R&R and Blockchains with the Best Event/Conference Experiential Activation distinction for the immersive event that took place at the iconic Forum Karlin in Prague during DEVCON 2018. This is Adweek’s inaugural Experiential Awards, and it honoured work considered “extraordinarily creative, inventive and engaging".
Worldwide Partners’ Impact Awards bestowed the Blockchains campaign its Best of Show and B2B distinctions. For this year’s Impact Awards, 74 agencies in 40 countries submitted their best and most effective work. R&R submitted entries for their clients in two of the five categories and won both, in addition to being named Best of Show for its Blockchains work.
Blockchains plans to build a city on 67,000 acres in the Nevada desert that fully runs on a public, open-source, blockchain-based computing platform. The company needed an engaging, interactive and visually dazzling way to bring its vision of this Blockchains City to life on a single night in order to win over an audience of skeptical developers and investors at DEVCON 2018—the world’s biggest Ethereum blockchain event.
So, R&R Partners created multiple activations that used holograms, 3D animation, Augmented Reality, projection mapping, and other technology to give attendees an immersive tour of the yet-to-be-built “Blockchains City.” Since the project was inspired by company founder Jeffrey Berns’ daughter—she challenged him to make the world a better place for her generation and ones that follow—a hologram representing her was a key part of Berns’ presentation. It was created using a state-of-the-art volumetric and green-screen capture process, then projected onto a Holo Scrim, allowing the girl to interact and guide the conversation in real-time.
“Midway through the presentation, Jeffrey took the crowd on an immersive tour of the proposed city created by using computer-generated interpretations of the architectural plans,” R&R Partners’ CMO Brian Hoar explained. “These appeared on a 60-foot LED wall enhanced with elements such as clouds, birds and schematics projected onto the Holo Scrim to create a more enriched, 3D parallax experience. In short, we breathed life into a city that doesn’t yet exist.”
The result for Blockchains was a mind-blowing 6,100% increase in website traffic, a 289% increase in Twitter followers and a 2,283% increase in Twitter profile views.