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In recognition of its augmented reality Accent TV campaign for International Paper, Rockford-based creative agency Trekk has been awarded a highly-coveted Summit Emerging Media Award. Judges recognized the campaign with an Innovator award in the category of Consumer Interactive Media.
About the Accent TVAs part of the launch of Trekk’s rebrand of International Paper's Accent Opaque line, the agency created an augmented reality traffic driver for the Accent Opaque booth at Adobe MAX 2018. Adobe MAX is known as the Creativity Conference, so the goal of the campaign was to craft an interactive experience that would speak directly to the design community while giving them a chance to touch and feel Accent Opaque for themselves.
Retro-themed paper-craft television sets made with Accent Opaque paper bring the Accent brand story to life via multiple AR “channels,” each in a different vintage throwback style. Scan each channel card with International Paper's app to bring up the next video, continuing the story. The videos demonstrate the evolution from the iconic logo that midcentury designer Lester Beall created for International Paper in the 1960s to Accent's modern rebrand.
Adobe MAX attendees constructed their own Accent TVs and were then encouraged to “put their Accent on” them by designing their own channels and sharing their creations on social media. The TVs were designed with the ability to send additional AR content and communication to attendees post-event, maintaining an ongoing conversation around the Accent brand.
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