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Short Takes for December 2021
- Thursday, Dec. 9, 2021
GOLDFISH, ZULU ALPHA KILO TEST ATTENTION SPANS
With attention spans declining to unprecedented levels, the best way to somehow gain the interest of teenagers is to challenge them to a game. So to launch their new Kravin’ Ketchup Goldfish flavor, Campbell’s built the Goldfish Focus Faceoff Lens on Snapchat.
Developed by agency Zulu Alpha Kilo and its production arm Zulubot, the augmented reality experience is simple. Players must keep their attention on the Goldfish cracker for more than 9 seconds to unlock a promo code for a discount. Why 9 seconds? That’s the attention span of a real Goldfish and players are challenged to see how their focus measures up. The longer players can concentrate on the cracker, the better their score. The game uses Snap’s eye-tracking technology to measure focus amidst all types of notifications and distractions designed to disrupt them.
ACADEMY LAUNCHES DIGITAL PRESERVATION FORUM
The Academy of Motion Picture Arts and Sciences has announced the launch of the Academy Digital Preservation Forum (ADPF), a global online gathering place dedicated to exploring the latest issues surrounding digital preservation of motion pictures. An initiative of the Academy’s Science and Technology Council, the forum--at academydigitalpreservationforum.org--hosts original content and resources and will serve as an ongoing discussion place for stakeholders and practitioners within the field and those interested in learning more.
Andy Maltz, SVP, Science and Technology Council, said, “As long as digital motion picture technologies evolve, there will be a need for collaboration between archivists, technologists and filmmakers. The ADPF provides a foundation for productive communication and problem-solving to ensure future generations can access the movies we enjoy today and those yet to come.”
PEOPLE ON THE MOVE....
Christina Augustinos has been named head of content production for Hero4Hire Creative. Her experience with Nickelodeon and Cartoon Network yielded accolades including Promax, Annie, Webby, and BDA awards as well as an Emmy nomination for Blues Clues & You interactive episodes. Augustinos spent five years at Cartoon Network. She then climbed the ranks at Nickelodeon to VP of production for the brand creative team. There she oversaw production of Nickelodeon brand and promotional marketing campaigns for properties including SpongeBob Squarepants, iCarly, and Big Time Rush. She eventually segued to VP of creative operations for the Noggin video streaming service where she oversaw workflow for interactive content production and the Noggin marketing team. ....After two years of a global pandemic, the New York Festivals International Advertising Awards will resume in-person judging with an all NYC-based international executive jury. Fede Garcia, BCW’s global CCO, will helm the live judging which is scheduled for two consecutive days in June 2022. Garcia’s 27-year career has spanned advertising roles in Buenos Aires, Tokyo, and New York. A native of Argentina, Garcia previously spent four years with Huge, most recently as global ECD. He also served as group creative director at Translation in New York, where he worked on the NFL, History Channel and HBO. Garcia worked with Ogilvy Tokyo for four years where he oversaw the creative development of campaigns for clients including Coca-Cola, American Express, IBM and Citizen.....