NEW BALANCE USES ARTIFICIAL INTELLIGENCE TO CHOOSE ‘EXCEPTIONAL’ WOMEN IN CALLAO

An original action by New Balance España that consisted in detecting exceptional women among the passers-by in the area, due to their appearance, and making them feel like real fashion trendsetters. All this is in line with the positioning of the new Fresh Foam Cruz Nubuck shoe line.

To do this, several cameras were capturing the Callao’s public, while a clothing pattern detection software was analyzing the images. When the system detected a woman who stood out because of her appearance, a group of paparazzi approached her to take pictures, as if she were a real celebrity. The whole process was broadcast live on the giant screen of Callao City Lights, including information on why each woman selected was an exception to the rest of the passers-by. The selected women were accompanied to the VIP NB Lounge located in the plaza, where they received a pair of Fresh Foam Cruz Nubuck trainers as a reward for their distinction and exceptionality.

For this action, the Wilbytes agency developed specific software based on the so-called “machine learning”. A technology that allows a computer to learn how to make decisions based on data and training, that is, by accumulating experience, in much the same way as we humans do. In this case, the learning was about the most common fashion styles in the centre of Madrid.

TIMBERLAND INVITES YOU TO EXPLORE MADRID WITH AN AUGMENTED REALITY ACTION AT CALLAO CITY LIGHTS

Thanks to the technology of augmented reality (AR), Timberland transformed Plaza del Callao into a virtual city with all kinds of buildings and urban elements. The public was able to participate in a game that consisted of throwing a virtual boot into the air that appeared on screen and ended up moving people to hidden scenarios in Madrid. Through the big screen of Callao City Lights and thanks to Timberland, the public was able to discover the city from another point of view.
The action, managed by Posterscope and Ymedia and created by Wildbytes, was carried out with the aim of presenting Timberland’s Cityroam collection.

MAHOU TURNS CALLAO SQUARE INTO A BARREL CELLAR

The AR action, designed by the Wildbytes agency in collaboration with DigitasLBi and carried out with Callao City Lights’s participation, was shared on social media with the hashtag #RevientaLasReglas (#SmashTheRules). This hashtag was also used for a national campaign (with TV and Digital media presence), aimed at a young target audience, people who have smashed the rules with the way the live their life, inspiring the brand to also smash the rules in the beer category.

ORANGE AND GOOGLE TURN CALLAO INTO A LUNAR LANDSCAPE, A SKI RESORT AND NEW YORK CITY

With the aid of Augmented Reality, passers-by in Callao got a first-hand chance to try out the possibilities offered by one of the device’s most noteworthy features: Google Assistant, a voice-activated virtual assistant that answers questions.

SEPHORA PRESENTS SINGER RIHANNA ALONG WITH THE FENTY BEAUTY MAKE-UP LINE

The event was bursting at the seams, organised by the Wildbytes agency. It also included an almost real-time broadcast of entertaining images of celebrities and influencers who attended the event on Callao’s outdoor screens, recorded a few minutes before on a set built for the occasion inside the cinema. The audience in the square got to see several guests jumping on a trampoline, shaped like the Killawatt Freestyle Highlighter, or swing, just like Rihanna did, on a GlossBomb XL. These shots will be used in a video that Sephora Spain will be shortly posting online and on social media to promote Fenty Beauty.

Thousands of people came to Callao Square to catch an up-close glimpse of singer Rihanna, who came to Cines Callao to present the new Fenty Beauty make-upline, launched by Sephora.

The cinema was converted to a set, with different filming locations to record the promotional video for the launch, with the participation of several celebrities and influencers, in addition to Rihanna herself. The images were broadcast in almost real time on the screens outside the cinemas, rotating with the brand’s advert and an augmented reality action where the new make-up line products flew over the square. Thousands of fans were awaiting the famous singer’s arrival.

CINE CALLAO PAYS TRIBUTE TO THE WORLD OF CELLULOID ON ITS 90TH BIRTHDAY

FOX PUTS FANS INTO ITS MOST POPULAR SERIES, THANKS TO AUGMENTED REALITY