Atlanta conglomerate Coca-Cola brought home the gold in this year's SXSW Interactive Innovation Awards for the design of the company's 3D billboard in Times Square.
Awarded best in the "Responsive Design" category, Coke, in collaboration with space150, designed an ever-changing and evolving advertisement that gives us a glimpse of where 3D tech can go commercially. The award honors excellent digital design, creating the best-integrated interaction in terms of content, aesthetics and functionality.
If you haven't seen it yet, check it out in the video below:
[embed]https://vimeo.com/229199452[/embed]
Coca-Cola unveiled the six-story digital advertisement in August, winning two Guinness World Records titles: “The Largest 3D Robotic Billboard” and “The First 3D Robotic Billboard.” The company has featured an advertisement in Times Square for more than 97 years and the latest sign features 1,760 independently moving LED screens, creating a multisensory experience for the audience, according to a news release.
“From the beginning, our brief was to create a pause-and-refresh moment in the crowded environment of Times Square,” Kim Gnatt, group director of business strategy at Coca-Cola North America said in the news release. “Our proprietary 3D technology brings our iconic brands to life in a unique and differentiated way that will hopefully catch people’s attention and make them want to engage for a longer period of time.”
It can cost anywhere between $1.1 to $4 million a year to buy advertising space in Times Square, according to Investopedia, though there's no mention for how much this specific sign might have cost.
Representatives with Coca-Cola declined an interview with Atlanta Inno on Wednesday.
