This is a free excerpt from the AdNews November issue. To read the full article download a digital version of AdNews or subscribe to the print edition here.
In The Work, we talk to the client and the agency about the process of creativity and getting a brave idea across the line. This time, it was M&C Saatchi's virtual reality storybook for CommBank.
Virtual reality can often stray into the realm of a gimmick, but CommBank's latest push is anything but, according to both the brand and M&C Saatchi.
What the client says:
“We got kids involved early on to find the balance between enjoyment and the learning experience, because it would be easy to get carried away and make it a creative gimmick. It's not about signing anyone up to CBA accounts, it's important that it's about the experience of the person – not the brand,” CBA GM of brand, sponsorshop and marketing operations, Stuart Tucker.
To read the full piece, download a digital version of AdNews or subscribe to the print edition here.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.