4Creative has been awarded the prestigious Yellow Pencil at this year's D&AD awards for Channel 4's Street Summer; a season of programming and events during the summer of 2011 which celebrated the best of UK street art, music and urban sports.
With the objective of raising awareness of the season and getting the audience actively involved 4Creative created an App called Street Tag which uses augmented reality to turn an iPhone into a can of spray paint. Using the iPhone's camera users can virtually 'graffiti' any surface in real time. The App was promoted via viral videos online and its features include nozzle adjustment of the spray paint can, a range of colours to choose from and the option to select wetness of paint. Users can choose a stencil or pre draw their own tag.
Street Tag has been downloaded 107k times to date, worldwide and became an internet sensation within days of launching as users shared their art work with a geo-tag. The App was bought to life by Brothers & Sisters.
The campaign continued around the season of street culture with a ground breaking trailer featuring its stars including Professor Green, Ms Dynamite, Akala, Mz Bratt and Danny MacAskill. The promo brought all of the season's activities and music together on a talent packed street and played on the idea of streetview technology, using a post-production technique created especially for the spot. The audience was taken on a journey down a UK street meeting people from the worlds of hip hop, street dance and urban sports, performing tracks and incredible stunts. The Moving Picture Company provided the post-production, helping to bring the stylised idea to life.
Street Tag has been nominated for a coveted Webby Award in the category of Best Use of Augmented Reality. Winners are announced on May 21st.
The TV spot was nominated at this year's Visual Effects Society awards in LA.
Notes to Editors
Full credits as follows:
Creative Director: Tom Tagholm
Writer / Director of on air Campaign: Neil Gorringe
Producer: Shananne Lane
Writer / Creative for Street Tag App: Alice Tonge
Digital Producer: Syed Naqvi
App Build agency: Brothers & Sisters