Computer Arts on Adris and Podravka annual reports

“When it comes to really pushing boundaries, either in terms of using cutting-edge print finishes or digital enhancements, the underlaying principles are remarkably similar.”, says British Computer Arts magazine in it’s May issue, with a special report on that wow factor in design.

The report is focused on inspiring, innovative examples of print and digital design in recent years, and among pieces analyzed are annual reports for Adris group and Podravka created by Bruketa&Žinić OM. “Croatian agency Bruketa&Žinić OM is famed for their annual reports, which breath life into this usually quite dry sector by pairing the content with apt but show-stopping innovations.”, says in the article.

Besides several other examples of how printing techniques drive engagement, the report analyses how digital technologies can enhance the so called traditional ads. One example is a kinetic tube ad for haircare brand Apotek Hjärtat where a sensor feels when a train arrives and triggers a gust of wind that messes up the model’s hair.

A similar example is PepsiCo’s campaign with built-in-cameras, motion sensors and augmented software to transform a bus stop into a surreal experience with robots and alien abductions. Or a print ad for Motorola phone enabling readers to change the colour of the handset by tapping on controls at the foot of the page.

Other projects are mentioned which are going beyond the usual market communication channels such as the Pen tool in the New York’s Cooper Hewitt Smithsonian Design Museum making it possible for visitors to link their physical and digital experience and being creative while they’re at it. And marking its tenth birthday the Sage Gateshead music venue created a mobile and tablet app transforming the museum’s physical structure into a musical instrument.

“Although the technologies, experience and logistics might be miles apart, the ability to get the most from the diverse opportunities that print and digital techniques offer, stems from research, driving engagement and thinking big.”, concludes the article.