Vermeer's 'Girl with a Pearl Earring' Is a 3D Ad Star Now
Vermeer's "Girl with a Pearl Earring" just loves herself an icy cold Coca-Cola. And she's willing to share!
The 17th-century masterwork's central figure recently sprang to life at São Paulo's Guarulhos International Airport in an impressive 3D billboard activation developed with David Miami and OOH experts at JCDecaux.
Blurring the line between digital media and physical reality—like most everything these days—the Girl reached out of her pixelated domain to hand bottles of Coke to passersby. Sort of.
This clip explains all:
That was ... refreshing? She's not as colossal as 2K's raging Marvel Hulk in Times Square, but what is? We prefer this one, actually. There's an appropriately effervescent vibe to its anamorphic antics. Coke serves up a neat mix of tech and reality, a playful addition to its recently launched "Masterpiece" campaign that focuses on art.
"At a time when the barriers between the physical and digital worlds are increasingly diminishing, Coca-Cola is aware of and integrated with this evolution," says Ted Ketterer, the brand's director of marketing for Brazil. "Promoting yet another new experience between the virtual world and physical, mixing works of art with artificial intelligence, is yet another way of showing that it is possible to create magical moments with Coca-Cola in people's lives."
And as Arthur C. Clarke famously observed, "Any sufficiently advanced technology is indistinguishable from magic." Substitute "marketing" for "technology." That describes this installation—and much of life today.
"This union puts into practice the power of DOOH to impact and create unique experiences of immersion and interaction for the entire audience, bringing more relevance to out-of-home in communication strategies," says João Binda, sales director of JCDecaux Brazil.
CREDITS
Agency: David Miami
Client: Coca-Cola
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Managing Director: Ricardo Honegger
CCO: Rafael Donato
Group Creative Director: Alejandro Juli
Art Director: Seiji Wakabayashi
Copywriter: Thomas Nitti
Head of Production: Brenda Morrison Fell
Sr. Producer: Natasha Louckevitch
Senior Business Affairs Manager: Barbara Karalis
Business Affairs Manager: Catalina Peña
Head of Account: Carolina Viera
Group Account Director: Rafael Giorgino
Account Supervisor: Alicia Talavera
Account Executive: Patricia Menendez
Global Chief Strategy Officer: Paula Vampre
Senior Strategist: Vanessa Amaral
Head of Innovation and Technology: Toni Ferreira
Global PR Director: Sandra Azedo
Client credits
Head of Global Creative Strategy & Content: Pratik Thakar
Director, Content and Creative: Chase Abraham
Director Creative Strategy: Luciana Mendes
Senior Creative Strategist : Mariana Manso
Content Producer and XP Director: Erika Wolthers
Media Manager: Maria Luisa Kruel
Marketing Senior Manager: Mariana David
GFX /3D Animation – Blunt Action
Creative Director: Richard Hampton
Executive Producer: Ethan Jakab
Designer: Jared Bellon
Production Company
Case Study – Sailor Studio
Executive Producer: Luccas Oliveira, Gustavo "GGA" Almeida, Leticia Cacace
Director/Creative Director: Luís Guilherme Chagas
Set Producer: Lucy Charlier
Set Producer Ass.:Juliana Millan
Production Manager: Gustavo Veloso
Production Coordinator: Fernanda Fernandes
DOP: Reginaldo Luca - Naldinho
1st AD: João Victor Quattrucci
2st AD: João Artur dos Santos
Post-Production
Executive Post Producers: Luccas Oliveira, Gustavo "GGA" Almeida
Post-Production Coordinators: Luiz Alejandre “Ryan”, Rafael Matheus
Editor: Luís Guilherme Chagas
Assistant Editor: Nildo Ferreira
Art Director: Teidy Nakao
Colorist: Reginaldo Luca - Naldinho
2D Animator: Rafael Matheus, Vitor Mendes, João Mateus
Recording Mixer: Chico Castellano
Coke Delivery Device/Machine - Bizsys
CEO: Rodrigo Cassino
Mechanical Engineer: Fernando Berengut
Assistant Mechanical: Odailton Correa
Electronic Enginner: Reginaldo Amorin
Assistant Electronic: Natan Santana
JCDecaux
Sales Director: João Binda
Sales Head: Adroaldo Gomes
Sales Head: Paolo Azevedo
Sales Manager: Denise Ribeiro
Sales Manager: Bruno Padilha
Sales Executive: Silvia Spritzer
Sales Executive: Carla Almeida
Innovation Coordinator: Paula Soares
Media Agency: OpenX
Head of Media: Vanessa Giannotti
Media Director: Carla Dart
Media Supervisor: Maria Luiza Coutinho
Media Analyst Jr.: Marcella Cardoso
Media Supervisor: Gabriela Machado
Media Manager: Ludymila Lopes
Senior Media Analyst: Adriano Alves
Blitzwork Credits: Masterpiece Spot
Global Chief Creative Officer: Ajab Samrai
Global Chief Commercial Officer: Michael Faust
Global Chief Executive Officer: Marcus Brown
Project Manager: Bryan Obonyo
