2:03PM June 25 2012
Developments in tech such as augmented reality, 3D and facial recognition have allowed creative’s to explore split narratives for storytelling campaigns. A split narrative is a story told from two different perspectives – so you can develop a piece of creative for a brand that targets two audiences at the same time or even turn a physical environment which tells its own story into a different environment virtually that tells another.
In New Zealand the Pedigree Adoption Drive’s latest campaign merged split narrative storytelling with an innovative spin on the optical science behind 3-D technology to raise funds and awareness for abandoned dogs. Moviegoers at select theatres in Auckland were asked to choose either free red glasses or yellow glasses for a small donation.