Title | SHADE CINEMA |
Brand | BRISBANE CITY COUNCIL |
Product / Service | SUN SAFETY |
Category | A02. Mobile Applications and other Downloadable Tools |
Entrant | GP Y&R Brisbane, AUSTRALIA |
Entrant Company | GP Y&R Brisbane, AUSTRALIA |
Advertising Agency | GP Y&R Brisbane, AUSTRALIA |
Name | Company | Position |
---|---|---|
David Moody | Brisbane City Council | Communications Manager |
Josh Bartlett | GPY/R | Digital Designer |
Nick Doherty | GPY/R | Digital Developer |
Rob Hudson | GPY/R | Chief Digital Officer |
Kiah Eaton | GPY/R | Digital Producer |
Andrew Leftley | GPY/R | Senior Art Director |
Brendan Greaney | GPY/R | Creative Director |
Ben Coulson | GPY/R | Chief Creative Officer |
Brisbane is the capital of Queensland, known as Australia’s ‘Sunshine State.’ Unfortunately we’re also known as the world’s skin cancer capital. Brisbane City Council wanted to keep people out of the sun during peak UV times, so we created Shade Cinema. We installed Wi-Fi units in shady trees, each screening a different movie, in effect turning the park into an open-air multiplex cinema. The app uses your phone’s inbuilt light meter to register the amount of light on the screen so the movies only play in the shade, pausing if you stepped into the sun. Shade Cinema was launched in Brisbane’s iconic New Farm Park in 2013. It generated significant media attention, as well as 20,000 views online with a click-through rate of 0.57. It is currently being rolled out through the rest of the city’s parks, providing entertainment and sun protection to thousands of people all summer long.