Shifting ad dollars from traditional advertising into experiences has formed a key theme of 2019, and digital placemaking is a burgeoning medium that is helping fuel this change.
Creating digital displays in the physical world has almost limitless creative possibilities, and helps brands leave an impression, according to Emile Rademeyer.
Rademeyer is the creative director of Vandal, a creative studio that specialises in projects that combine the physical and digital world. Campaign caught up with him after his session at Spikes Asia this year. In this video, Rademeyer defines digital placemaking, how brands are tapping into it, and why it is an exciting new medium.
This interview is one of many videos we did at Spikes Asia this year, check out our videos on storyteching, chatbots, music and playing it safe, and our quick-fire 'Keeping pace with...' series with R/GA's Tuomas Peltoniemi, Google's Tara Mckenty and Brave Bison's Kate Burns.
Also check out our full three-day coverage of Spikes Asia 2019.