Interactive media setting sew standards for design
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Interactive Media: Setting New Standards for Design
Summary
Interactive advertising agencies are taking the spotlight at design award shows. Once dominated by illustration, photography, and traditional design agencies, multimedia design has evolved into a respected art form.Article
Interactive advertising agencies are revolutionizing design award shows. Previously dominated by fields like illustration and photography, multimedia design is now recognized as a distinct and respected art form.One standout example is Dove’s "Campaign for Real Beauty," which became one of the most celebrated advertising campaigns of 2007. Initially designed as a web-exclusive interactive piece, it won both the 2006 Grand EFFIE Award and the MAA Worldwide Globe Award. The campaign, created in Toronto by Ogilvy and Mathers, began as a purely interactive venture, yet it received accolades across traditional media platforms globally.
Traditional design competitions have started to embrace interactive media. The Canadian magazine Applied Arts, known for its focus on visual communication, now includes multimedia and interactive projects in its awards. Recent winners feature Toronto-based Henderson Bas, TAXI, and other renowned firms excelling in interactive design.
The growing acceptance of interactive media is partly due to the blurring lines between traditional and digital design. Interactive elements are expanding beyond computers, integrating into TV, radio, and print. In Japan, for example, print ads often include barcodes readable by cell phone cameras, linking directly to online content. Similarly, radio and TV ads frequently direct audiences to web addresses.
As interactive media continues to evolve, the distinction between interactive and traditional design will keep diminishing. Marketers can be confident that the adoption of interactive advertising will persist, becoming an essential component of every marketing strategy.
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