ISNAP CREATIVE SERIES
They then asked emerging First Nations visual artist Carmen Glynn-Braun to create a series of accompanying artwork that Ogilvy transformed into ambient looping animations. To do this, they partnered with First Nations-led not-for-profit, Common Ground to source five original sleep stories written by First Nations storytellers: Jazz Money, Aurora Liddle-Christie, Dakota Feirer, Genoah Gela and Dr. With these insights in mind, the team wanted to do two things: give First Nations storytellers a new platform on which to share and celebrate their cultures and help calm anxious Australians before bed.
They also saw research that revealed that one in three Australians struggle to fall asleep. The team looked at research that showed that while the majority of Australians believe it’s important to know about the history of the First Nations People, only 42 per cent believe they have strong knowledge of that history: a culture belonging to the oldest continuous civilisation in the world. The winning campaign was created by Jake Ausburn, copywriter and Tom McPhail, art director, a team put together by Ogilvy’s former executive creative director Gavin Mcleod. The winning idea is produced and launched on Snapchat.
They do this by nominating small teams in their agencies to respond to a brief. The Council, which launched last September in partnership with Creative Equals, features leading Australian creatives and encourages them to use Snapchat to develop creative solutions to pressing societal issues. The fourth generation of the glasses will operate 30 minutes at a time, feature dual 3D waveguide displays and a 26.3-degree diagonal field of view.Snap has announced the first winning campaign of its Creative Council programme – “Dreamy” created by Ogilvy. The company also announced a new generation of its AR-capable Spectacles in May. More recently, Snap announced several updates to its developer tools and AR-focused Lens Studio, many of which are focused on bringing shopping deeper into the Snapchat experience. The company later expanded this by letting users add their animated Bitmoji characters to their videos. Its first popular foray into the technology gave users the ability to add filters, such as dog ears, on top of their photos and videos. Snap has been leveraging AR capabilities across Snapchat in several different ways over the past few years. is further investing in an AR ecosystem, backed by partners, creators and tools, that drives full-funnel results for businesses across the globe.” “Arcadia delivers a compelling solution for brands and agencies who understand the immediate value of developing world-class AR experiences, rooted in craft, technology and customer experience,” said Jeff Miller, the global head of creative strategy at Snap, in a statement. For instance, Arcadia can take on all of a brand’s AR production or simply offer AR strategy expertise to clients in the form of workshops and trend reporting. Snap outlines that Arcadia will serve brands and creators in various ways that align with their goals. Arcadia has already partnered with numerous companies, including Verizon, WWE, Shake Shack and P&G Beauty.Īrcadia will function as a division of Snap and have the creative freedom to operate independently and help brands create AR experiences, not just for Snapchat but for other social media platforms as well. The studio will partner with brands and creators to engage with Snapchat’s millennial and Gen Z audience.
The new studio is called Arcadia and aims to help companies develop experiences that can be used across web platforms and app-based AR environments. Snap announced on Tuesday that it’s launching a global creative studio to help brands develop augmented reality (AR) advertising and experiences.
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