Gemalto "Go" Campaign

Overview

Gemalto are a company you've probably never heard of but no doubt have used their products. They are one of the leading manufacturers of security chips that are embedded in your credit cards, ID badges, and also some of the chips in your cell phone. Gemalto submitted an RFP to Springbox for us to provide them with some fresh ad campaign ideas. Being an interactive agency we decided to pitch rich media ads that could be extended into the other traditional advertising channels.

The concept I worked on was called "Go". The idea is that someone empowered with Gemalto's "touchless" technology could move through live so effortlessly that their movements almost appear choreographed, like a dance. I decided to illustrate these from a top down point of view and initially start off with a view of a busy sidewalk. As the viewer watched people criss cross on the sidewalk a quick whip of light would slide through the crowd. A bus would pull up and stop on the street revealing the call to action for the viewer to rollover the ad and learn more about what these whips of light are.

On rollover the ad would expand over the webpage and reveal snapshot locations from one person's morning routine (this person being the one using Gemalto technology). The actions of everyone else would reduce to extreme slow motion while the Gemalto-powered user would gracefully move through each location, interacting with various points along the way. Their movement would spell out the word "Go". The viewer would then see hotspots appear that they could rollover to learn more about what transaction had occurred and what key component of Gemalto technology was involved.

Credits

Role:

Art Direction

Client:

Gemalto

Agency:

Springbox