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Campaign Masterclass - Virtually Real


Date

12 Apr 2018

Time

08:30

Location

London

Details

Summary:

Each month, PRCA members share the experiences and insights they have gained through their work, and present award winning campaigns.

Event Type: Member Event

Address: Hope&Glory, 71 Collier Street, London, N1 9BE

Event Overview

Alongside our core programme for Virtual Reality headset, Vive, we needed a campaign that would help showcase the possibilities of the headset in categories outside the context of gaming – its core market – and into mainstream awareness. We wanted to enthuse a new group of people by showcasing how immersive the technology is while at the same time embedding the brand in culture – getting it talked about by a new pool of cultural opinion-formers who could influence an organic use of the technology in the world of the arts.

To do this we struck a partnership with the Royal Academy in a one-off, one week show we christened “Virtually Real”.

A year in the making, Virtually Real saw Hope&Glory and Vive deliver two genuine technology world firsts - the creation of the world’s first exhibition of Virtual Reality artworks and the world’s first physical artworks built within a VR environment.

We commissioned three artists to make artworks in VR to be experienced in an immersive VR environment. As a twist, we also 3D printed the artworks so that visitors to the exhibition could see the works in real life. While these 3D prints made the works accessible, it was in Vive that they truly came to life as visitors could walk around, through and interact with art itself – seeing into the mind of the very artists that created it.

Through multiple private events (to maximise opportunities for coverage) and the exhibition, thousands of people came face to face with what VR could do when applied to the art world.

Alongside hundreds of pieces of coverage, we also sold £60k worth of kit, and spawned the creation of an entire division within HTC – Vive Arts which has culminated in exhibitions at The Tate with Mogdiliani, a VR album by Bjork, as well as inspiring worldwide artists such as Anish Kapoor and Marina Abramovic to showcase their own Vive artworks.

Join us for breakfast to discover how we came up with this idea, the steps involved in putting it into action and how we maximised the coverage to create a lasting legacy with our client.

Agenda

  • Registration & Breakfast: 08:30-09:00
  • Presentation: 09:00-09:45
  • Q&A: 09:45-10:00

This event is worth 15 points in the PRCA CPD Programme.

For more information please contact Tara Munis, Events Executive, PRCA, tara.munis@prca.org.uk