K2 and MTVNHD in the Cresta Awards final.
Created by K2 project to promote MTVNHD channel has reached the finals of the prestigious Crest Awards in the Interactive category. K2 is the only Polish agency to reach the finals.
The project has been created for MTV Networks and made global. The website (http://experience.mtvnhd.com) is directed to young men living in Poland, Germany, Great Britain, Belgium and Austria. Through a unique web application users are able to add pictures of themselves and create their own video clips that then can be shared through social networking. Users are given a choice of five different video clips rendering the climate of five music genres.
To obtain the effect of close MTVNHD music experience we combined video and spatial tracking techniques with Flash 3D capabilities. It enables each user to embed a 3D model of his face in a video clip to become its main character.
During the fist month of the campaign only the website was visited by 500 thousand unique users who created over 120 thousand video creations that got viewed over 600 thousand times. Every picture generated on the platform and shared through Facebook encouraged 22 responses on average – which accounts for 900 thousands interactions in total.
The Cresta Awards (http://www.cresta-awards.com/) were launched in 1993 by Creative Standards International, in partnership with the International Advertising Association. Entries are judged by the international jury on the basis of two criteria only: the originality of the creative idea and the quality of its execution.