Moto Waganari Promo, Case study DIRECTING SHADOWS by Ogilvy & Mather Frankfurt

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Kutschinski
Copywriter Dr. Ulf Schmidt
Designer Uwe Jakob
Released December 2010


Caples Awards 2011
Technique Creative use of technology Finalist

Credits & Description

Category: Best Use of Online Advertising
Date of First Appearance: Dec 15 2010
Entry URL:
Executive Creative Director: Michael Kutschinski (Ogilvy)
Creative Director: Uwe Jakob/Dr. Ulf Schmidt (Ogilvy)
Art Director: Uwe Jakob (Ogilvy)
Copywriter: Dr. Ulf Schmidt (Ogilvy)
Designer: Uwe Jakob (Ogilvy)
Digital Artist/Multimedia: Ralf Zimmermann (Ogilvy)
Flash Programming: Jens Steffen (Ogilvy)
Idea: Uwe Jakob/Jens Steffen (Ogilvy)
Animation: Jens Steffen/Ralf Zimmermann (Ogilvy)
Developers: Jens Steffen/Ralf Zimmermann/Frank Schwarzhoff/Isabell Grasshoff (Ogilvy)
Project Managment: Jens Steffen/Uwe Jakob (Ogilvy Frankfurt)
Music & Sound: Lars Kellner/Sinus AV Studio (Ogilvy Frankfurt)
Media placement: Website - Internet - 15.12.2010

Insights, Strategy & the Idea

To promote and sell his filigree polygone sculptures to art enthusiasts worldwide, the Japanese artist MOTO WAGANARI asked us to build a virtual show- and salesroom. Since there was no budget for traditional push communication, the website itself had to provide a uniqueness that not only reflects the uniqueness of the sculptures to be sold but also to provoke strong word of mouth in the art lovers community worldwide.
Since these objects can only be experienced when they are presented in their play with light and shadow, the solution had to reflect this and make it experienceable to the art lovers.

Creative Execution
Only with light and space these sculptures become part of an artistic experience. So, we built Directing Shadows – the interactive light Gallery.
Take your lighter or your phone display, hold it in front of your webcam. The light beam on the website and the sound reacts to your movements.
Now, experience the sculptures in their play of light and shadow, hear the artist’s thoughts, and see how the flat screen is turned into a spatial installation in front of you. (Please install Unity-Player; please interact with the screen using a light source and your webcam).
The uniqueness of the website was meant to drive word of mouth and create desire in the artistic community worldwide.

Results and Effectiveness
Without any push advertising the website already sold 30 of these sculptures.