R/GA is an advertising agency established in New
York City who was named "2015's Agency of the Year" by Advertising
Age. The Agency has an array of different types of clients such as Beats by
Dre, Google, Ray Ban, and Tiffany and Co. The agency has cemented its great
reputation for combining technology and creativity. According to the article on
Advertising Agency, "The work did not merely reflect popular culture; it
steered it."
When researching R/GA I was instantly drawn in by their knowledge and
proper use of culture and media. They have a great understanding in what
interests people and what draws their attention. One of my favorite campaigns
from this company was for the Nike+ Fuelband. Even though this was a campaign
from 2012, this agency's vision for the future was clear. They took the fast
growing resurfacing of the EDM culture and festivals to demonstrate the
capabilities of the Fuelband. They called it Fuelfest, this was a festival
where each attendant received a fuel band and their stats where displayed in a
giant board on stage. The more the crowd danced the more points the board got. This
created a fun, interactive demonstration of what the Nike+ Fuelband was capable
of.
http://vimeo.com/70791746
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