DREAMCASTER
Michelob ULTRA米凱羅啤酒作為NBA的官方啤酒，以“It's Only Worth lt lf You Enjoy lt” “你享受了，它才值得”作為宣言，致力于給用戶帶去快樂和享受。品牌也注意到，數(shù)百萬的籃球粉絲，由于是盲人或有視覺障礙，無法盡情享受籃球比賽。
卡梅隆·布萊克生來就完全失明，但這并沒有阻止他實(shí)現(xiàn)成為一名體育播音員的理想。米凱羅啤酒幫助他實(shí)現(xiàn)了夢想，他們開發(fā)了一種開創(chuàng)性的多感官技術(shù)，讓卡梅隆能夠全面體驗(yàn)和播報(bào)一場比賽。
首先，使用人工智能驅(qū)動的盲文，將籃球相關(guān)數(shù)據(jù)傳到卡梅隆的指尖。然后，使用空間音效將卡梅隆置于球場中央，讓他充分把握比賽的每一秒移動、戰(zhàn)術(shù)和速度。最后，添加觸覺反饋，讓他真正感受到每個(gè)時(shí)刻的回響。
利用數(shù)據(jù)和人工智能，卡梅隆·布萊克能理解和感受體育比賽的每個(gè)精彩時(shí)刻和球員們的動作，并通過電視直播向數(shù)百萬觀眾解說了一場比賽。該項(xiàng)目也成功榮獲戛納2023 Entertainment Lions For Sport 體育娛樂獎。
項(xiàng)目信息
品牌/廣告主
MICHELOB ULTRA
營銷機(jī)構(gòu)
參與者
獎項(xiàng)榮譽(yù)
2024
Cannes Lions
BRAND EXPERIENCE AND ACTIVATION | Excellence in Brand Experience | Live Brand Experience or Activation
Silver
2024
Cannes Lions
ENTERTAINMENT | Entertainment-led Brand Experience | Live Entertainment
Bronze
2024
CLIO Awards
Public Relations | Use of Talent & Influencers
Bronze
2024
CLIO Awards
Innovation | Branded Entertainment & Content
Silver
2024
CLIO Awards
Digital/Mobile & Social Media Craft | User Experience
Silver
2024
CLIO Awards
Branded Entertainment & Content | Partnerships/Co-Creation
Silver
2024
CLIO Awards
Innovation | Audio
Gold
2024
CLIO Awards
Design | Data Visualization
Gold
2024
CLIO Awards
Branded Entertainment & Content | Experience/Activation
Gold
2024
CLIO Awards
Audio Craft | Sound Design
Gold
2024
CLIO Awards
Digital/Mobile | Wearables
Bronze
2024
CLIO Awards
Branded Entertainment & Content | New Realities
Bronze
2024
CLIO Awards
Audio | Specific Target Audience
Bronze
2024
CLIO Awards
Audio Craft | Casting/Performance
Bronze
2024
CLIO Awards
Digital/Mobile | Emerging Technology
Bronze
2024
CLIO Awards
Audio | Use of Technology
Gold
2024
CLIO Awards
Branded Entertainment & Content | Audio
Gold
2024
CLIO Awards
Creative Use of Data | Creativity/Storytelling
Gold
2024
CLIO Awards
Digital/Mobile & Social Media Craft | Sound Design
Gold
2024
CLIO Awards
Audio | Streaming/Downloadable Content
Silver
2024
CLIO Awards
Digital/Mobile | Connected Devices
Silver
2024
CLIO Awards
Experience/Activation | Events
Silver
2024
CLIO Awards
Innovation | Experience/Activation
Silver
2024
The One Show
Radio & Audio-First | Innovation - New Ideas in Radio & Audio
Silver Pencil
2024
The One Show
Interactive, Online & Mobile | Innovation - Execution in Interactive, Online, & Mobile
Silver Pencil
2024
The One Show
Experiential & Immersive | Experiential & Immersive for Good
Silver Pencil
2024
The One Show
Design | Innovation - New Ideas in Design
Silver Pencil
2024
The One Show
Creative Use of Data | Use of Technology
Silver Pencil
2024
The One Show
Radio & Audio-First | Radio & Audio for Good
Gold Pencil
2024
The One Show
Radio & Audio-First | Innovation - Execution in Radio & Audio
Gold Pencil
2024
The One Show
Moving Image Craft & Production | Use of Technology
Gold Pencil
2024
The One Show
Interactive & Mobile Craft | Use of Technology
Gold Pencil
2024
The One Show
Experiential & Immersive | Innovation - New Ideas in Experiential & Immersive
Gold Pencil
2024
The One Show
Experiential & Immersive | Craft - Use of Technology
Gold Pencil
2024
The One Show
Branded Entertainment | Craft - Use of Technology
Gold Pencil
2024
The One Show
Interactive & Mobile Craft | Use of Technology - AI
Bronze Pencil
2024
The One Show
Creative Use of Data | Innovation - Execution in Creative Use of Data
Bronze Pencil
2024
The One Show
Best of Interactive & Mobile Craft
Best of Discipline
2024
The One Show
Best of Music & Sound Craft
Best of Discipline
2024
The One Show
Best of Radio & Audio-First
Best of Discipline
2024
The One Show
Branded Entertainment | Innovation - Execution in Branded Entertainment
Bronze Pencil
2024
The One Show
Interactive & Mobile Craft | Audio Craft - Sound
Bronze Pencil
2024
The One Show
Music & Sound Craft | Innovation in Music & Sound Craft
Bronze Pencil
2024
The One Show
Creative Use of Technology | Innovation - Execution in Technology
Gold Pencil
2024
The One Show
Experiential & Immersive | Craft - Use of Sound
Gold Pencil
2024
The One Show
Integrated / Omnichannel | Craft - Use of Technology
Gold Pencil
2024
The One Show
Interactive & Mobile Craft | Creative Use of Data
Gold Pencil
2024
The One Show
Music & Sound Craft | Use of Technology
Gold Pencil
2024
The One Show
Radio & Audio-First | Custom Content
Gold Pencil
2024
The One Show
Branded Entertainment | Innovation - New Ideas in Branded Entertainment
Silver Pencil
2024
The One Show
Creative Use of Technology | Creative Use of Data
Silver Pencil
2024
The One Show
Experiential & Immersive | Experiential Audio
Silver Pencil
2024
The One Show
Experiential & Immersive | Innovation - Execution in Experiential & Immersive
Silver Pencil
2024
The One Show
Radio & Audio-First | Experiential Radio & Audio
Silver Pencil
2024
The One Show
Branded Entertainment | Full Length Video - Single
Gold Pencil
2024
ADC Awards
Advertising | Innovation / Branded Content / Entertainment
Gold Cube
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