INTERACTIVE STOREFRONTS by Wieden + Kennedy New York for ESPN

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INTERACTIVE STOREFRONTS

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Industry TV Channels/Radio Stations and Programmes
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency Wieden + Kennedy New York
Executive Creative Director Kevin Proudfoot, Todd Waterbury
Creative Director Derek Barnes-Acd's, Anja Duering, John Parker, Jerome Austria
Art Director Stuart Jennings
Copywriter Eric Steele
Producer Gary Krieg, Liz Whittaker
Account Supervisor Rich Weinstein
Released September 2009

Credits & Description

Category: Ambient: Digital Outdoor
Advertiser: ESPN
Product/Service: MONDAY NIGHT FOOTBALL
Agency: WIEDEN+KENNEDY
Executive Creative Director: Kevin Proudfoot And Todd Waterbury
Creative Director: Derek Barnes/John Parker And Stuart Jennings/Jerome Austria (Interactive Creative Director)
Copywriter: Eric Steele
Art Director: Stuart Jennings
Account Manager: Casey Bernard And Brian D'entremont
Account Supervisor: Rich Weinstein
Advertiser's Supervisor: Aaron Taylor (Vice President) Moira Davis (Vice President) Scott Parker (Senior Director) Mary Sheeh
Producer: Gary Krieg (Head Of Content Production) And Liz Whittaker (Senior Interactive Producer)
Other Credits: Interactive Production Company - Brand New School
Audio Post Production Comapny - Audio Engine
Outdoor Media Company -MacDonald Media
Interactive Development Partner - Monster Media
Date of First Appearance: Sep 8 2009 12:00AM
Entrant Company: WIEDEN+KENNEDY, New York, USA

Description of Ambient execution
Now in its fourth year, ESPN’s “Is It Monday Yet?” campaign reminds football fans that for 16 weeks a year Monday Night Football is waiting for them at the end of the worst day of the week, ready to make the workday grind disappear into a glorious gridiron spectacle. It’s the proverbial pigskin carrot dangling in front of us all, as we grin and bear the drudgery that the first day back from the weekend inevitably has in store. As the centerpiece of this year’s multi-platform effort, we have developed an interactive storescape game that invites pedestrians to let off some Monday steam with a virtual game of catch. Storefronts in New York, Chicago and Boston have been branded with turf signage and outfitted with interactive touchscreens utilizing gesture-recognition technology, so passersby can stand in front of the window and try to catch footballs “thrown” at them by a virtual quarterback. To encourage gameplay, yardage markers on the window track people walking along the sidewalk with real-time call-outs hinting at their coordination and reflexes, and users can compete for the top slot on the leaderboard. QBs can be selected from Monday night matchups and then appear in a 3-D stadium where they begin firing off increasingly difficult passes. Audio commentary by ESPN talent narrates the users’ performance until they miss a catch, which then “shatters” the window and ends the game. An RSS feed provides the game with live tune-in information.