FREE RUNNING / PARKOUR The UK became the first country to legalize and recognize parkour as a sport. This expressive art of movement strips away conditioning and returns us to our innate, natural instincts. Parkour not only takes advantage of the urban jungle we live in, but also in recent research show signs of contributing to positive mental health. Parkour is that it doesn't’t target a specific social class, it accommodates to all ages and facilitates at ones paces and ability. Videos featuring parkour now constitute the most uploaded type of video on YouTube every month. It fosters social bonds and is an experience open to everyone, as are there no limitations in the time, place or financing it requires to take part. It also offers citizens the ability to resist against privatization in cities. Parkour showcases the incredible things that the human body can do and has the potential to keep growing in popularity and professionalism.
INTERACTIVE ADVERTISING In todays world of modern technology interactive advertising has proven itself to add value and engagement to campaigns. It is more eye-catching and memorable than the sea of still images on billboard and posters that bombard us everyday. Augmented reality enhances the viewers current perception, bringing computer generated objects into the real world, which only the user can see making it a personal, bespoke experience. It also encourages the promotion of spreading across social platforms, increasing views and shares. The opportunity of incorporating this specific type of advertisement to the internet through these social platforms are endless. Either advertising just barcodes, to prevail the interest of the unknown or even just having the logo with the QR code on a banner or widget.
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HOW IT WORKS‌ The campaign would be marker based using a camera through the Adidas app or a QR scanner app. The viewer would scan a QR/2D CODE, to which they will then be instructed to stand back and hold up their phone to the advertisement. The still image of the logo then triggers an animation, only available for the participant to view promoting a more personal experience that showcases the creativity of parkour. The animation is aimed to be immediate and considerate of the limited time an advert can hold and engage viewers. The runner was applied will colour to contrast against the cityscape, illustrated in detail using monochromatic tones. I decided on parkour as it incorporates a crucial point in where global population is ever increasing into deeper urbanisation, therefore enhancing the importance of making it your terrain, where the city can be explored, understood and enjoyed.