SHADE CINEMA

Short List
TitleSHADE CINEMA
BrandBRISBANE CITY COUNCIL
Product / ServiceSUN SAFETY
CategoryA02. Mobile Applications and other Downloadable Tools
EntrantGP Y&R Brisbane, AUSTRALIA
Entrant Company GP Y&R Brisbane, AUSTRALIA
Advertising Agency GP Y&R Brisbane, AUSTRALIA

Credits

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

Brief Explanation

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.

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