The nearly 200 international experts and speakers who are coming to Bucharest next week, on June 14 and 15, will not present to the public iCEE.fest not only the latest trends in digital, but also the way technology is used to amplify creativity and consumer interaction with brands.
- The latest details about the festival are available here.
- The list of speakers in the fields of creation, virtual reality, augmented, mixed and experimental is here.
Here are 10 trends that you will be able to see, exemplified by as many case studies made by the companies that will present on the festival stages.
- The border between real and virtual disappears
New technologies allow a gamer to compete, for real, with a racing driver in real time. Here is a technical and creative madness made by Unit 9.
The same company also carries out other spectacular projects like this one, in which the water "came to life":
- Unit9 will also present on the second day of the festival, June 15, on Upgrade Stage
- Interactive gaming and entertainment experiences in AR, combined with "traditional" television
Soon we will be able to watch shows and sports competitions on the living room table. A spectacular project by those from Rewind, for Redbull:
- Rewind will present on the second day of the festival, June 15, on Upgrade Stage
- Mixed reality, with combined elements of AR and VR
Volumetric filming produces "multidimensional magic". Here are some examples, via Dimension Studio:
- You can find out more from Simon Windsor, Co-Founder & Director, Dimension Studio/ Upgrade Stage/ June 15
- Integrating the audience into the film: "Ghost in the shell" - a VR experience, from REWIND
For the realization of "Ghost in the shell"/VR, REWIND collaborated with Oculus, Paramount and Dreamworks.
The outcome? The notion of "spectator" is changing: the public can be part of the action:
- Head of Special Projects @ REWIND, Oliver Kibblewhite will be present in Bucharest on June 15/ Upgrade Stage
- Three-dimensional art, in virtual reality: Phelps Vs. Shark, from Discovery VR
Discovery and artist Wesley Allsbrook combined Virtual Reality, art and science to depict the moment when the greatest swimmer of all time, Michael Phelps, faces off against the oceans' most powerful predator.
- VP of Interactive & VR @ Discovery Agency, Cory Key is coming to iCEE.fest 2018/ Upgrade Stage, June 15th
- Grand productions to capture the attention of consumers
Produced by Spanish director Pedro Martin-Calero, BBH London created a story that brought together Maradona, Cafu, Effenberg and Vicente del Bosque. All this, in preparation for the football WC in Russia.
- Lucian Trestler, Strategy Director & Melanie Arrow, Entertainment Lead and Strategy Director, both from BBH London they will be on the Upgrade Stage/ June 15
- "Extreme" experiences no longer involve risks. The Slide: a 360°/VR view, from Happy Finish
The Shard is the tallest building in the UK, attracting visitors from all over the world.
Happy Finnish wanted to improve the already spectacular view by adding elements of Virtual Reality. Here's what came out:
- Global CEO @ Happy Finish, Daniel Cheetham will be on the Upgrade Stage/ June 15
- Interactive interaction with products, before purchase, is now possible through AR technologies
Smartphones and tablets can function, through augmented reality, as an interactive mirror. Girls, what do you say? 😉
https://youtube.com/watch?v=gixfWV-wRQU
- Co-Founder & Chief Executive @ Holition, Jonathan Chippindale is coming to iCEE.fest 2018/ Upgrade Stage/ June 14
- In a world dominated by social media, real-time marketing is on the rise
An example: elements from social media with a direct effect on the price of products: the Hungerithm campaign, from MediaCom.
With an algorithm that monitors online mood, Hungerithm is a campaign that has had remarkable results: 67% increase in sales. An idea awarded Gold at Cannes Lions.
- Global Head of Mobile @ MediaCom, Ben Phillips will be present at iCEE.fest / Upgrade Stage / June 14
- Humor and courage still work
Finally, good news: technology does not offer solutions for everything. Sometimes, humor and courage are enough.
The BBH London campaign for ABSOLUT doesn't need much comment:
Interactive Central and Eastern Europe Festival - iCEE.fest - will take place in Bucharest next week, on June 14 and 15.
All details about ticket available, AGENDA and speakers can be found on the official website.
The festival is organized in partnership with Orange and has among the supporters BCR, Glo, Nissan, Kaufland, mPlatform, VTex, ENEL, Medlife, Freewheel / Comcast, Nescafe Dolce Gusto, Coca-Cola and other partners.
