Smuggled Cherry AR Airport Interaction by Lu Zhao,Sen Guo,Jiani Tong, Ronghe Wang |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Smuggled Cherry AR PRIMARY FUNCTION: Airport Interaction INSPIRATION: Chinese people usually get together with their families during the Spring Festival.Although Chile is half a world away from China, they are dyed red almost at the same time:When China's lanterns are on, Chile's cherries are ripe. Starting from "At The Same Time", the plan put up "wanted card" on luggage tag, billboard and conveyor belt. By looking for and scanning this information, passengers can catch all kinds of little guys flying from Chile to accompany them for the new year, and eliminate the boring time waiting for luggage through interesting interaction. UNIQUE PROPERTIES / PROJECT DESCRIPTION: This is an AR based interactive marketing case for cherries in Chile. Customers are trying to find a communication plan to help them improve their sales during the Spring Festival in China.According to the field survey, it takes an average of 20 minutes for people to wait for luggage at the airport during the Spring Festival.With this insight, the case has completed the basic needs of customers through exclusive mascot design, character animation, conveyor belt coating and online H5 development, relying on AR to complete the closed-loop advertising campaign. OPERATION / FLOW / INTERACTION: Through the design printed on the billboard and conveyor belt in the airport, it can create a relaxed and festive game atmosphere for passengers and give hints on the game description. In the boring time when passengers are waiting for luggage, by scanning the clues on the surrounding area, boarding passes and luggage stickers, we can capture the cherry elves of "stowaway" PROJECT DURATION AND LOCATION: The project started in March 2019 and finished in June 2019, and was launched in Beijing in July. FITS BEST INTO CATEGORY: Interface, Interaction and User Experience Design |
PRODUCTION / REALIZATION TECHNOLOGY: We create creative works in an interactive form according to the requirements of the brand and using AR technology.We search for the convergence of China and Chile and analyze the characteristics of Chilean cherry consumers to get along with our creative points. SPECIFICATIONS / TECHNICAL PROPERTIES: AR Demo:375*812pixel,30 TAGS: China Spring Festival,Together,Ch RESEARCH ABSTRACT: This is an AR based interactive marketing case to explore how old mascot marketing can adapt to the new digital environment.Accordin CHALLENGE: The biggest problem is that the customer has specified the platform for AR creation. There are many shortcomings when it is just launched, for example, it can only upload character animation within 10MB.However, a cube still needs 5MB of space！Half the time of the project is spent optimizing memory. However, through emotional collapse and continuous research, through improving wiring, separating materials, baking animation, the final presentation effect is close to perfect！ ADDED DATE: 2019-11-21 15:09:48 TEAM MEMBERS (6) : Creative Director:Lu Zhao, Architect:Sen Guo, Architect:Jiani Tong, Designer:Ronghe Wang, Designer:Mengqi Sun and Designer:Lan Lou IMAGE CREDITS: Main Image: Creater Lu Zhao Optional Image #1：Photographer Sen Guo,Illustrator Jiani Tong Optional Image #2：Photographer Ronghe Wang,Illustrator Mengqi Sun,Illustrator Lan Lou Optional Image #3：Photographer Ronghe Wang,Illustrator Mengqi Sun,Illustrator Lan Lou Optional Image #4：Photographer Ronghe Wang,Illustrator Mengqi Sun,Illustrator Lan Lou video：Photographer Ronghe Wang |
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| Visit the following page to learn more: https://fruitsfromchile.com/fruit/ | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: ASOEX and Cherry Committee of Chile PROFILE: Chile is currently the second largest cherry exporter in the world, with 30000 hectares of cherry planting land and rich cherry varieties. About 186000 tons of fresh cherries are exported to the world every year, 85% of which are sold to the Chinese market. The season of cherry in Chile is very short, and the harvest period is usually 6 weeks from December to mid January of the next year, which depends on the weather conditions. The changes may lead to changes in the number of weeks in the harvest period, or may delay or advance several months. Nearly 90% of cherries are shipped to China, which usually takes 45-60 days to reach the final consumers. The remaining 10% of cherries will enter the market first by air to obtain higher early market price. |
| AWARD DETAILS | |
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Smuggled Cherry Ar Airport Interaction by Lu Zhao, Sen Guo, Jiani Tong, Ronghe Wang is Runner-up for A' Design Award in Interface, Interaction and User Experience Design Category, 2019 - 2020.· Read the interview with designer Lu Zhao,Sen Guo,Jiani Tong, Ronghe Wang for design Smuggled Cherry AR here.· Press Members: Login or Register to request an exclusive interview with Lu Zhao,Sen Guo,Jiani Tong, Ronghe Wang . · Click here to register inorder to view the profile and other works by Lu Zhao,Sen Guo,Jiani Tong, Ronghe Wang . |
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