Eleven and TBWA create wearable tech shoe in first work for Australian Turf Club
Public relations agency Eleven has joined forces with creative agency TBWA to create a wearable tech shoe to promote the Sydney Spring Carnival.
The ‘Trojan Heel’ – created by AIRBAG – includes feature such as ‘RaceAlert’ which vibrates two minutes before each race starts, ‘ViewBoost’ which elevates the wearer to get a better view of the race and a ‘Tap&Go’ feature which will book your ride home when you click your heels three times.
There are eight features altogether which portray the “unexpected possibilities” people may encounter at a day at the races, including racing, style, food and entertainment.
Roberto Pace, managing director of Eleven, said in a statement: “We wanted to show people the unexpected fun a day at the Sydney Spring Carnival can bring, and in a surprising way. Wearable tech enables us to tell that story like never before, with a good dose of humour.”
Jeffrey Lemon, ATC’s head of commercial, said in a statement: “When you set foot in Royal Randwick you just have to expect the unexpected. We’re thrilled with the great work from our agency partners.”
Credits:
- TBWA Sydney
- CCO: Andy DiLallo
- DEPUTY ECD: Craig Brooks
- ART DIRECTOR: Andrew Torrisi
- WRITER: Chloe Saintilan
- DIGITAL EXECUTIVE PRODUCER: Elicia Varley
- INTEGRATED PRODUCER: Lauren Reilly
- PLANNING DIRECTOR: Nick Jacobs
- GROUP BUSINESS DIRECTOR: Marnie Darren
- ACCOUNT DIRECTOR: Olivia Sykes
- Eleven
- MANAGING DIRECTOR: Roberto Pace
- SENIOR ACCOUNT DIRECTOR: Amy Ashworth
- SENIOR ACCOUNT MANAGER: Ali Bates
- ACCOUNT EXECUTIVE: Asheden Hill
- ACCOUNT COORDINATOR: Angelique Chaumont
- AIRBAG
- CREATIVE TECHNOLOGIST: Steven Nicholson
- PRODUCTION DESIGNER: Jackson Dickie
- SHOE DESIGNER: Kira Goodey
- HEAD OF PRODUCTION: Martin Box
- PRODUCER: Nick Venn
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“Brain the size of a planet and …” – oh never mind ….
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Someone should have hung a sheet around this at concept stage.
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This is actually the worst idea I’ve seen all year. At least it wins first prize in that category.
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Normally success has many fathers But when such a terrible idea has so many credits you can’t help but wonder if this is some kind of name and shame exercise.
It took two agencies to do this? Face palm.
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LOL. Those credits are hilarious. They must spend all day sending each other pictures saying my Dads bigger than yours.
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waiting for this years painful campaign from the ATC –
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