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Clever Creative: Bringing the Point Home

The latest AR ad from the International Committee of the Red Cross (ICRC), “Enter the Room,” the reality is a little too close for comfort.

Clever Creative: Bringing the Point Home

Posted Thursday March 15th, 2018 by in Creativity + Art.

The end of 2016, we took a look at the how Virtual Reality was emerging in advertising. Now at the end of 2018’s first quarter, the industry is still trying to figure out how VR and Augmented Reality (AR) fit in. Perhaps we’ll hear more about it after SXSW where the “new” reality is a hot topic. But even now, here and there we come across VR/AR uses that successfully present clever and authentic brand experiences. In the latest AR ad from the International Committee of the Red Cross (ICRC) and agency Nedd, “Enter the Room,” the reality is a little too close for comfort. And that’s exactly the point.

See what we mean here:

A Different Angle

The ICRC’s ad isn’t the first to use VR or AR in order to promote social awareness or change. But what makes “Enter the Room” stand out from the rest is its perspective. This isn’t another video that drops you directly into the center of war-torn Syria amongst gun fire and crumbling buildings. While that footage is a true reflection of the life at war, for viewers who have no first-hand experience with such devastation, it’s difficult to grasp as reality.

Instead, “Enter the Room” opens with a door to a cheerful and colorful child’s room, much like one many viewers have had themselves or set up for their own children. The almost-tangible familiarity provokes recognizable feelings of innocence and safety, adding authenticity to the experience. However, since the viewer likely knows what’s coming, the program is able to foster a genuine feeling of worry and anticipation as it ramps up to the ultimate scenes of devastation “at their doorstep.” This juxtaposition is where the power of “Enter the Room” lies. How’s that for storytelling?

But is really effective?

At GEM, we believe that walking through this authentic spectrum of feelings is sure to have a real impact on the viewer’s final reaction. We can also appreciate its statement on how (literally) close-to-home war can hit. Some of us do wonder, though, how many people the campaign will reach. After all, the experience isn’t website-based, it’s app-based. Apple-app- based to be exact. And in order to access the full AR experience, you have to download and install the (free) app. Of course, some people will do just that in order to check out the new technology in use. But if it’s new technology they are after, there are plenty of more light-hearted apps. That said, we believe that even if people just see the trailer above and this personal perspective affects them as much as it did us, encouraging them to find out how they can help, the campaign’s job is done.

What do you think of the “Enter the Room” campaign? Are you going to download the app? Let us know on our social media pages.

If you’re looking for some clever creative of your own, feel free to contact us, and be on the lookout for next week’s instalment of Clever Creative!


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