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Magenta Unleashed

Launching today, the iconic Deutsche Telekom colour magenta has been harnessed to create a new medium for entertainment. The Lenz App changes the way content can be viewed, bringing about a new way to consume entertainment and enabling anything magenta to become a viewable screen. The mobile app has been created especially for Telekom Electronic Beats, Deutsche Telekom‘s music and lifestyle program, and will launch with British virtual band Gorillaz. Showcasing exclusive Gorillaz content, artwork, videos and new music, the App acts as a portal to a new dimension in music and entertainment. Using Chroma Keying technology, it works by identifying colours in the real world that are similar or match magenta to activate the app and content for the viewer. Whatever the magenta surface – a computer screen, framed image or door - by placing a phone in front of it, it will reveal the exclusive Gorillaz content. (http://saatchi.com)

 

Tags: Industry: Telecommunication
Company: Magenta
Agency: Saatchi Saatchi
Country: Germany
Prize: Cannes Lion Prize
Year: 2017
Creative Concept: Digitalizing
Type of content: Commercial
Language: English
Level: Market level - Changing the activity
Topics: Brand Marketing