Genpact (NYSE: G), a global professional services firm focused on delivering digital transformation, invites the world to help fight climate change in a 24-hour fundraising campaign, Melting Point, which draws attention to the perils of our warming planet.

Ahead of this weekend’s Formula E London E-Prix, Genpact’s campaign sees a sustainably sourced three-tonne ice replica of an Envision Virgin Racing Formula E car installed by Tower Bridge in Potters Field Park, with people invited to predict the percentage of total ice melt as it is exposed to the elements for 24 hours.

The ice replica is made using recycled rainwater, and for every entry, Genpact will donate $1 to the Arctic Ice Project. This non-profit organization aims to slow climate change by restoring ice in the Arctic in a bid to raise a total of $10,000.

To bring awareness to the critical issue of climate change and leverage the same AI-powered algorithms that have helped Envision Virgin Racing predict the number of laps in a race, Genpact will forecast the percentage of the ice car that will melt over this period and provide real-time updates on temperature, wind speed, rainfall, and local footfall.

“Digital innovation helps our clients around the world tackle their most complex business issues – but it doesn’t stop there. That same innovation can and must be applied to addressing the world’s most pressing social and environmental issues,” said Sanjay Srivastava, chief digital officer, Genpact. “Tackling climate change is fundamentally about large-scale transformation. And like other large transformation projects we take on, at its core this is a data and insights problem. We look to connect complex systems, work with vast amounts of data, and create insights that enable action. Whether in the boardroom, on the racetrack, or in the race against climate change, digital innovation is at the core of enabling meaningful progress.”

“With our season heading to a nail-biting finish, where the difference between winning and losing is measured in milliseconds, the ability to drive innovation that leverages data, and turn real-time insights into action, is critical to our success. At the same time, the race against climate change is the one race we must all win,” said Sylvain Filippi, managing director, and chief technology officer, Envision Virgin Racing. “Genpact has been integral to streamlining data collection to support the team’s carbon-neutral certification and together, we are taking yet another step in tackling climate change. The Melting Point challenge enables us to bring Formula E fans – who are among the most engaged, passionate, and socially conscious audiences – directly into the fight against climate change.”

Credits
Advertising Agency: The 10 Group, London, United Kingdom of Great Britain and Northern Ireland
Professional Services Firm: Genpact

“The objective of Awareness traffic light was to put the issue of helmet use back on the agenda. For that we needed a disruptive idea. We chose technology as a facilitator of this need,” said Walter Onorato of Almacén.

María Fernanda Ledesma Padilla, deputy marketing manager of Honda, added: “The traffic light was the excuse for everyone to talk again about the importance of wearing the helmet. We knew that our final challenge was to change the bad habit of 4 out of 10 people riding a motorcycle in Argentina.”

Credits
Advertising Agency: Almacén, Buenos Aires, Argentina
Campaign: Awareness traffic light
Client: Honda Motor of Argentina
Product: Honda Safety

“After several months of quarantine, we see that people are slowly coming back out, coming together, and more so now that it is the end of the year. In this context, together with the Answer Seguros team, we believe it’s extremely important to communicate a message of responsible consumption and awareness to remind people not to drink alcohol if they’re going to drive,” explains Federico Petriella, Brand Manager of Absolut Vodka Argentina.

Credits
Advertising Agency: WTF?, Argentina
Campaign: Absolut Nothing
D.G.C & Founder: Wally Wallingre
Director General Creativo: Diego Lizewski
Directo General de Cuentas: Alejo Schleimer
Asesor Creativo: Emanuel Aldrey
Redacción creativa: Maxi Zbinden
Dirección de Arte: Nico Corvino, Leo Kettmayer

The Challenge
2016’s onslaught of violence in Chicago threatened to extinguish hope and reduce donations that Off The Street Club depends on to keep its doors open.

The Solution
#HopelsTougher was an integrated fundraising approach that championed hope, spurred donations, and ultimately kept the club open. Each touchpoint found a creative way to reveal the hope behind the violence, from an interactive bullet hole monument to timely social content that responded to negative news spikes and a live stunt/branded content piece launched on Veterans Day.

Credits
Client: Off The Street Club
Campaign: Hope Is Tougher
Advertising agency: Energy BBDO

This campaign is about:
Best fundraising campaign, Best outdoor campaign, Donation campaign

“We built the Joyride bead cloud, an installation in a coveted spot in the Dubai Mall Nike store on Fashion Avenue that explained how the beads help improve recovery running. While the technology behind the beads is impressive, we didn’t want to get too caught up in the details of how it works. Instead, we focused on creating a beautiful, artistic sculpture that brought out the playfulness of the shoes and conveyed the essence of what it’s like to go running in them: smooth, effortless, and freeing.

The installation, which was 4m long and over 3m high, was an extraordinarily large undertaking. The CNC-ing of the shoe took over a week in machine time alone, and that didn’t include finishing. We used 148 servo motors to power the beads, which moved at 25cm per second. Building the animations to project onto the beads was a complex process, and we kept tweaking and improving them throughout the duration of the project to ensure they looked exactly right. There were many “what ifs” and “therefores” to write into the code, and the team worked hard to determine every single possible scenario.

Our biggest challenge was ensuring that the interaction worked by triggering the sensors and lights without disrupting the animation, but still making it feel like a responsive experience. We also faced an unexpected and unusual battle: one with air conditioning, as even the slightest breeze could make the beads sway. We added weights to them to help keep them still.”

The results
It was exciting to work on a project that lived in such a high-profile location. The Dubai Mall is the second-largest mall in the world and attracts tens of thousands of visitors a day, driving millions of impressions throughout the campaign.
Even if shoppers only saw the eye-catching installation in passing, they still understood that the Nike Joyrides contain a thousand beads that work hard so you don’t have to.

Tags:
Best Outdoor Campaign, Nike Joyride, Nike Bead cloud, OOH, Best Mall Activation, Joyride bead cloud, Running, Shoe, Dubai Mall

The poles are installed at key intersections and use an advanced networked device to combine wireless technology, radar systems and an anti-collision warning system, all powered by solar PV modules.

The functionality is achieved by transmitting an electromagnetic wave in 24 GHz frequency range (K-band), and measuring the frequency shift of the reflected electromagnetic wave. The frequency shift is caused by the Doppler effect of the moving target on the electromagnetic wave. As the relative speed between the radar sensor and the target increases, the detected frequency shift also increases, this ends enabling the radar sensor to precisely determine the target speed.

#RoadsThatHonk

Credits
Brand: Hindustan Petroleum Corporation Limited
Product: HP Lubricants
Campaign: Roads That Honk
Agency: Leo Burnett

Tags:
HP Lubricants, Leo Burnett, anti-collision warning system, India, Road Accident campaign, Outdoor Campaign, Best outdoor Campaign, Outdoor Technology Innovation, Tech Innovation, Latest Tech News, HPCL, Jammu-Srinagar Highway, Top Awareness Campaigns, Roads That Honk, Hindustan Petroleum Corporation Limited, Latest Technology Advertisements, Creative Technology Ideas, Latest technology news

Buster the Boxer campaign Key features
• It beautifully highlights that everyone including the animals appreciates a Christmas gift.
• The feature of the wildlife including buster, badgers, fox, squirrels and hedgehogs enjoying together at the trampoline makes it a happy Christmas ad.
• It is interesting to see how the jealous dog, runs to the trampoline even before the little girl gets to her gift.

The song cover, “one day I’ll fly away” by a British Band called Vaults also aligns with the theme completely. All of them while jumping on the trampoline get a feeling of flying and happiness. It is the best outdoor campaign where the sets were designed like a townhouse in London. The intricate details like the entry of each animal to the trampoline and the way they discover their love for jumping are shown with elegance and expertise. The dog’s reaction and his envy at the sight of jumping animals are also captured beautifully.

The best feature of the advertisement is the way it ends and conveys a happy message of giving gifts to everyone this Christmas.

Credits:
Campaign: Buster the Boxer
Clients:
Craig Inglis: Customer Director & Rachel Swift: Head of Marketing, Brand & Social

Agency: adam&eveDDB
Chief Creative Officer: Ben Priest
Executive Creative Directors: Richard Brim, Ben Tollett
Copywriter: Ben Stilitz
Art Director: Colin Booth
Chief Strategy Officer: David Golding
Planning Partner: Martin Beverley
Managing Director: Tammy Einar
Business Director: Miranda Hopewell
Account Director: Caroline Grayson
Account Manager: Alice Child
Producer: Panos Louca
Assistant Producer: Sion Prys

Media Planning
Media Company: MGOMD
CEO: Tim Pearson
Executive Director, Head of Planning: Clare Peters
Head of Retail: David Bratt
Client Account Director: Andrew Darby
Client Account Director, Digital: Ric Roberts

Film
Production Company: Blink Productions
Director: Dougal Wilson
Producer: Nick Goldsmith
DOP: Joost Van Gelder
Production Manager: Hannah Fowles-Uazdro
Production Assistant: Jack Bingham
Post Production Company: MPC
VFX Executive Producer: Julie Evans
VFX Producer: Hannah Ruddleston
VFX Line Producer: Sandra Ekland
Creative Director VFX, MPC: Diarmid Harrison-Murray
Colourist: Jean-Clément Soret
Shoot Supervisor: Tom Harding & Tito Fernandes
VFX Supervisor 3D: Fabian Frank
VFX Supervisor 2D: Tom Harding
Animation Supervisor: Tim van Hussen
3D VFX Team: Chloe Dawes, Anthony Bloor, Ben Thomas, Graham Cristie, Jessie Amadio, Julien Labussiere, Luca Maccarelli, Matthew Gifford, Radu Ciubotariu, Tito Fernandes, Tushar Kewali, Vincent Ullman, Will Laban, Hanna Binswanger, Max Mallmann, Jessica Groom, Ankit Dheraj Toppo, Earnest Victor, Ganesh Kumar S., Bibin Balan P, Gayatri Patel, Jyoti Prakash Panda, Manjunath Ramakrishnaiah, Inigo Vimal Roy, Ria Banerjee, Gayatri Patel, Gerard Dunleavy
Animation Team: David Bryan, Boris Cailly, India Barnardo, Martyn Smith, Lou Thomas, Cynthia Collins
2D VFX Team: Grant White, David Filipe, Andreas Feix, Alex Snookes, Venkatesh Rajagopal, Ginesh Gandhi, Jonathan Box, Amresh Kumar, Padma Priya, Prasanth Palaparthi, Rajesh Kumar, Shalwin Shaiju, Yasasvini. V, R Vignesh, S. Samson Samuel, Shalwin Shaiju

Music Supervision Company: Leland Music
Music Supervisors: Abi Leland & Ed Bailie
Sound Company: Factory
Sound Design & Mix: Anthony Moore
Audio Producer: Becs Bell
Editing: Final Cut
Editor: Rick Russell

VR Experience
Production Company: MPC Creative
Executive Creative Director, MPC Creative: André Assalino
Interactive Creative Director, MPC Creative: Pete Conolly
Executive Producer: Dan Phillips
Lead Producer: Joana Flor
Senior Interactive Producer: Joana Guimarães
Interactive Production Assistant: Sinead Catney
Lead Tech Artists: Pablo Bravo and Cat Dixon
Lead UE Developer: David Pereira
UE Developer team: Dennis Ippel, Guiseppe Mattiolo, Thomas Lopez, Olivier Dumas, Bertrand Leroy
Lead Unity Developer: Tim Porteous
Unity Developer: Vitor Castanheira
Front and Back-end Developer: Pedro Rocha
UI Designer: Gorkem Menekse

Soundtrack name and composer: One Day I’ll Fly Away, Randy Crawford Performed by: Vaults

VFX Supervisors: Kumar Chandrasekaran – VFX HoP; Sean Mullen – VFX Creative Director; David Kern – VFX Technical Director; Selvam Venkatesan, Praveen Madhyasta – Animation; Anil Kumar Singh – Rigging
VFX Artists: Matthew Gifford; Tushar Kewlani; Raju Ganesh; Baskaran Seetharaman ; Pritesh Krishnappa Kotian; Atheesh Sankaran; Ashish Kumar Chourasiya; Shivam Pandey; Krishnendu Bikash Maity; Yogesh Gadge; Ganesh Mohan; Mithun Monga
Shashi Prakash Raj; Vivek Mangainath; Dhanesh Puthiyavalappil; Harwin Sebastien; Srinivasa Sheelam; Aditya Shukla; Sminesh Sudevan
Senior VFX Producer: Tomek Zietkiewicz
VFX Production Supervisor: Devendra Kumar
VFX Producer: Prithi Amarnath
VFX Production Assistant: Lokesh Reddy
Tech Artist: Pravenn Thanvi
DMP: Michelle Tolo
Motion Designer: Jonny Eveson
Sound Design: 1618 Digital
Sound studio: ClearCut
VO Artist: Faye Ripley