The brief
Was to help with cost effective technological solution that could save fishermen from unknowingly crossing into International waters and getting caught by maritime police of other countries and face long jail terms.

Cultural Context
They found that fishermen across the villages carry a mask called a Mukhota on their fishing boats. As cultural beliefs these masks are used to keep them safe and ward off evil spirits. So they turned these Mukhota masks into simple alarm systems that warned fishermen as they got dangerously close to international waters.

Solution
They turned the masks into alarm systems that warned fishermen as they got close to international waters. A GPS system was attached, that tracked the co-ordinates of the boats. As they neared the international boarder the alarm was triggered. This alerted them to turn back. Over 2000 masks were distributed across coastal villages & they have been activated over 15, 000 times in multiple regions

Credits
Client: Work In India
Campaign: Mukhota
Advertising Agency: Kinetic Worldwide, India
Creative Director: Sommnath Sengupta
Creative Manager: Rupesh Salvi
Designer: Rohan Karekar
Director: Deepchanda
Producer: Akash Tiwari
DOP: Arshi
Music Director: Dominic Thomas
CEO, South Asia and middle east: Suresh Balakrishna
Global Head of Innovation: Dennis Kuperus / Kinetic Benelux & Nordics
Global CEO: Mauricio Sabogal
Global CMO: Liliana Caro

This campaign is about:
Technology, Public Interest, NGO, Innovation, Fishermen, India, Kinetic Worldwide, Mukhota, GPS, Outdoor, Advertising, Work In India, Product Design, Electronics

Reebok – a brand that believes in the power of moving (that sports can change lives) – is now launching Reebok To Go, an alternative to the e-scooters, and the first rentable sneaker service ever. Why ride when you can use your feet? With Reebok To Go, there is no excuse. Reebok To Go works similarly to rental scooters. The shoes are equipped with a QR-Code you can scan with your phone. Once you have entered your details, it’s just a case of putting them on and away you go. The soles of the shoes also have a GPS tag so that each pair can be tracked on a map. Reebok To Go is a reminder of the importance of getting your daily exercise. If we can get more people to rediscover their feet through this initiative, that would be a step, well many steps, in the right direction.

Major European cities like Stockholm are being invaded by electric scooters. They have become immensely popular but are also creating debate and are currently a hot topic in the news. Some hate the scooters, but others love them. The main arguments for the scooters have been hard to argue against. Not only are they a fast and cheap alternative to cars, but they are also electric (sustainable) and contributes to less congestion on the roads. However, recent research in Sweden shows that only 2 in 100 journeys replace cars. In almost all other cases, the scooter replaces people walking. So, even though its still faster, it is not cheaper or more sustainable. And, more importantly, it contributes more people moving even less, which in turn affects people’s health. And recent statistics from the WHO show that fewer and fewer people get enough exercise.

Credits
Brand: Reebok
Advertising Agency: M&C Saatchi, Stockholm, Sweden

Tags:
Sweden, Fashion, Reebok, M&C Saatchi, E-scooters, Rentable Sneaker, Rental Scooters, QR-Code, GPS, Technology, Innovation, Tech News, Electric Scooters

To be reunited with their friends, people simply need to open the app and scan the festival space with their camera lens. Provided all parties have installed the app, the icon for the chosen individual will appear on their screen, helpfully indicating their position within the crowd and their distance from the finder. Users can send out a signal to let their friends know where they are, in addition to requesting that their friends share their signal. If the user is inactive at the time, they will receive a notification, so they can access their friend’s location when they open the app next.

Intuitive touches of personalisation enhance this core functionality. Users can customise their personal signals (the 3D elements that hover over their location with AR to allow friends to locate them). For example, users can choose from a variety of fun options including a giant pointing hand, a slice of pizza, a gummy bear, and a bunch of balloons.

Together with SEAT, Wildbytes shaped the concept in collaboration with Google, building the app and software from the ground up. Laia Zanon, Director of Creative Production Wildbytes Barcelona comments: “SEAT is investing significantly in connecting with the music festival scene, as they are clear lifestyle generators. The goal was to create something awesome for festival-goers that was equally useful and cool. Augmented reality is a really hot topic today, but what people look for today is a cool implementation of AR that simultaneously has a purpose and solves a problem. This app tries to combine both elements: the cool factor of augmented reality, with a solution to a key problem that festival-goers face: how do you find your friends among thousands of people and have fun along the way?”

Commenting on the process of building the app, Laia says: “The main challenges we faced were around the UX of the application; the functionality of using augmented reality to locate friends in a physical space is still very new, so we had to figure out how to get people used to it. Technically, the challenge was to get the best possible geo-location, which is limited by today’s GPS accuracy, by combining the smartphone sensors, GPS information and spatial calculations through computer vision. Finally, of course, we also worked on achieving the cool factor in terms of the ‘digital signals’ and icons users can choose to represent themselves.”

Susanne Franz, Global Marketing Director Marketing Communication SEAT comments: “SEAT has a really tight relationship with the world of the music festivals. With this app, we’re pushing the limits in terms of what’s possible with technologies as cool as geo-location and augmented reality to make the music festival experience even more awesome than it already is. The partnership between SEAT, Google, and Wildbytes has been key to making such an amazing app a reality.”

The SEAT Lost&Sound app is available in Europe on Apple and Android.

Download from Google Play store
Download from App Store

Tags:
Technology, Tech, SEAT, Latest Tech News, Best Innovative Campaigns, Innovative Technology ideas, Best Technology Campaigns, Marketing Communication, Geo-location, Mobile App, Smartphone, GPS, Barcelona, LostAndSound, SEAT Lost&Sound