Filed under: Art & Design | Tags: Design, Media Arts, Out of Home/Ambient, Transportation, Travel
We’ve talked about matching content to medium, but another key to media arts is understanding how the audience lives with and interacts with your brand.
South Korean customs and immigration seems to understand, and designed their forms with efficiency and ease-of-use in mind, insights gathered by paying careful attention to audiences (in this case, travelers.) Noting that travelers tuck away their customs forms in their passport as they exit the plane and head to immigration, they have designed their customs documents to be passport-sized, and to have a handy little blue tab that sticks out for easy access. This is bound to make every stressed traveler’s journey just a little easier, and it is sure to speed up the customs process by reducing the number of misplaced and contorted forms. A little thoughtful audience planning and attention to detail makes a big difference.
Filed under: Advertising & Branding | Tags: Culture, Media Arts, Music, Out of Home/Ambient, Travel
Pavolv and your guilt-tripping mom Australian singer-songwriter Ben Lee and the Cancer Council of New South Wales have teamed up to create a 5-second jingle to remind you to be “Sun Sound” at the beach. Played from beach safety loudspeakers on the hour between 10 am and 3 pm and less frequently outside those times, the brief tone reminds sunbathers to slather up the SPF and throw on the floppy hats.
The council is testing the campaign at the two NSW beaches with the highest incidence of skin cancer, Cronulla and Gosford, with a mind to expanding the campaign to all beaches, pools, playgrounds, and outdoor events. The jingle, chosen from 20 Lee wrote, is designed to be memorable, and trigger a quick and hopefully-to-become-routine mental check by beachgoers to make sure they’re well-protected.
Research indicates that people know the damage the sun can do, and are aware of the risks of skin cancer, but that they simply forget to protect themselves properly before (and during) a day of outdoor fun–it’s not top-of-mind. This campaign will reach people with the message at precisely the right time–not when they’re out shopping (they’ll buy the sunscreen, just not use it) or at some other time when the lure of the sun is far-removed and there’s plenty of time for memory to fade just like hours-old sunscreen–but right when they’re in the thick of it, and can take immediate, effective action against skin cancer.
Listen to the Sun Sound at the initiative’s website.
Filed under: Advertising & Branding | Tags: Branding, Media Arts, Out of Home/Ambient, Transportation, Travel
London’s Heathrow airport is seeking to position itself as a place of joyful homecomings and tearful reunions rather than a place of stress, tension, and separation—spinning airports as evidence of love and togetherness and bringing to mind the opening and closing scenes of Love Actually, in a peripheral life-imitates-art sort of way. The airport has dressed up Terminal 5 for the holidays with the world’s largest sprig of mistletoe, clocking in at 10 feet by 8 feet and weighing 43 kg. Terminals 1, 3, and 4 are to receive the treatment soon, allowing passengers to share a special moment in celebration with their loved ones. Airport representatives estimate over 2 million Christmas kisses will be exchanged underneath the sculpture over the course of the month, bringing a little larger-than-life yuletide joy to all those that pass under it.