Seeking to prove that its 4G network is fast enough to 'replace' the eyes of people engaged in real-time activities, Singtel and Ogilvy built special headgear that combined two smartphones—one serving as camera and the other serving as a display. The resulting film shows a fencing demonstration, a game of Whack-a-Mole and, most impressively, precision driving stunts being performed by people who are having their reality mediated by the headgear—and the brand's network. The brand and agency assert that the project used the carrier's actual network, with no funny business for demonstration purposes.
Ad Nut is not sure the Whack-a-Mole game qualifies as "extreme", but is duly impressed by the driving demo, and finds the dreamlike quality of the video, especially the fencing portion, quite pleasing.
Bravo for an elegant demonstration with a high level of technical difficulty and a high level of impact.
Ad Nut also likes the skid-mark version of the brand's logo at the end of the video:
Here's a behind the scenes video:
Project title: Singtel Data ExStream
Creative Agency: Ogilvy & Mather Singapore
Executive Creative Director: Melvyn Lim
Account Management: Mark Teal, Edmund Quah
Planning Director: Adil Ismeer
Senior Art Director: Yong Ping Loo
Senior Copywriter: Augustus Sung
Agency Producer: Danli Lok
Production House: The Prosecution Film Company
Exposure: Film, digital, social media
Media planning and buying: Havas Media
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