Gold Prize

KitKat

“Even your silhouette takes a break”

By: WPP Production

What if your silhouette decides it’s time for a break? In ‘The Breaking Silhouette’, a digital version of a passer-by appears on screen. At first, it follows every movement, but then the silhouette goes off on its own and takes a KitKat break. In this way, WPP Production transforms the well-known brand promise ‘Have a break, have a KitKat’ into a personal, playful experience.

Silver Prize

Pathé 
“From passer-by to cinema-goer” 

By: The Family

A film about to start, a few empty seats and an attractive offer. With ‘Last Minute’, The Family transforms the screen above Pathé City into a real-time invitation to step inside. Real-time data determines which film is shown, how many seats are available and how long the offer is valid. In this way, the concept links the advert directly to the cinema below and makes a spontaneous trip to the cinema an appealing prospect.

Bronze Prize

Chocomel
“A cool place to lean against”

By: Monks

Chocomel as a refreshing treat on a hot summer’s day. With ‘Choco Chill’, Monks brings that to life in a very tangible way. The concept uses real-time temperature data to cool an advertising display as soon as it gets warmer outside. Passers-by can lean against it and feel instantly refreshed. This gives the message a physical dimension and allows Chocomel to let people on the street experience that the brand is also perfect for summer.

Silver Prize

Rijksmuseum

“Right up close to a masterpiece”

By: ACE

The closer you get to the screen, the more you discover. With ‘Rijksmuseum Moves You Closer’, ACE makes a work of art respond to the distance of passers-by. The entire painting gives way to ever finer details, until brushstrokes and cracks in the paint become visible. An invitation to the Online Collection makes it easy to explore further. And so, an encounter with art simply begins on the street.

Bronze Prize

ADE

“Make music and secure your place on the line-up”

By: Blacklist

How do you turn passers-by into participants in the Amsterdam Dance Event? With ‘You Are on the Lineup’, Blacklist is placing a synthesiser right in the heart of the city. Anyone can use it to make music and see the result immediately on a large screen nearby. In this way, participants earn a place on the line-up with their own contribution. Together, they create an interactive spectacle that brings the energy of ADE out onto the streets.