This weeks ignition 5 from Elizabeth and Vanessa

1. 5 11th April 2011

2. C 1. Ikea store opening sweden To Build excitement for a new ikea store opening in sweden, their advertising agency have alunched a google street view website. The public can go online and get to know the store before its even finished – nice idea and would have worked really well in ireland before the ballymun opening….but are they not well versed on the Ikea deal in sweden already?

3. 1. Google street view new ikea store

4. C 2. Hot Wheels 3D Race Battle On March 2011, Hot Wheels lit up Circular Quay, showcasing groundbreaking 3D projection technology at Customs House in Sydney, Australia. In a spine tingling show, the notorious Hot Wheels™ Skull Racers shattered the facade of Customs House as they competed in the ultimate speed racing battle. Brought to life by international digital advertising agency Muse Amsterdam, the projection featured footage of the world’s fastest vehicles in a stunt ridden challenge, travelling through the Customs House facade and into a fantasy world. Hot Wheels fans, young and old, were kept on the edge of their seats as the racers smashed their way through one of Sydney’s most historic buildings.

5. 2. Hot Wheels secret race battle

6. C 3. Xbox kinect digital installation This Xbox installation connected passersbys on the streets of la rambla in barcelona with the arts and technology, allowing people to become active collaborators. The system invited each guest (acting as a human statue) to be filmed in front of three kinect sensors for a full 360-degree scan. Real-time 3-D data was used to duplicate the best image of a subject via the hacked controller interface, then code was applied to turn the data points into a volumetric 3-D model. Moments later, the RapMan 3.1 3D printer ejected a figurine-sized version of the participant. It mimics the informal artistic context of this popular street, human sculptures and craftsmen, bringing diverse realities and enabling greater empathy between the agents that cohabit in the public space. If you’ve ever dreamed about strutting down the runway during one of the most highly-publicized fashion shows of the year, then New York City is going to help you partially indulge in that fantasy. From November 19th through to the 30th Victoria’s Secret’s SoHo store will be displaying nine different sets of wings that have been worn by models like Heidi Klum and Adriana Lima, and giving passersby the opportunity to pose in front of them and have their picture taken. The photos will then be uploaded to the Victoria’s Secret Facebook page so you can share them with friends.

7. 3. Become your own souvenir with xbox

8. C 4. The Desperados Experience On top of traditional out of the YouTube player creation, the TEQUILA-FLAVOURED BEER Desperados (a Heineken brand), via French agency Dufresne Corrigan Scarlett, delivers some interesting additional interactive layers, like a Facebook Connect integration.. The interactive ad is hosted on their YouTube channel and viewers can use it to connect with Facebook friends. The ad has already amassed 70,000 views in 100 countries, since it broke on 5 April, 2011. If you’ve ever dreamed about strutting down the runway during one of the most highly-publicized fashion shows of the year, then New York City is going to help you partially indulge in that fantasy. From November 19th through to the 30th Victoria’s Secret’s SoHo store will be displaying nine different sets of wings that have been worn by models like Heidi Klum and Adriana Lima, and giving passersby the opportunity to pose in front of them and have their picture taken. The photos will then be uploaded to the Victoria’s Secret Facebook page so you can share them with friends.

9. 4. The Desperados Experience 9

10. 5. Vodafone visualizes evolution of mobile If you’ve ever dreamed about strutting down the runway during one of the most highly-publicized fashion shows of the year, then New York City is going to help you partially indulge in that fantasy. From November 19th through to the 30th Victoria’s Secret’s SoHo store will be displaying nine different sets of wings that have been worn by models like Heidi Klum and Adriana Lima, and giving passersby the opportunity to pose in front of them and have their picture taken. The photos will then be uploaded to the Victoria’s Secret Facebook page so you can share them with friends. With the help of 3D projection mapping technology, Vodafone has traced the evolution of cell phones from the Motorola bricks of the 80s, to the familiar Android phones of today. Watch the video below:

11. 5. Vodafone, The Evolution of Mobile Phones