Good Work- Travelers Insurance

In my airport adventures I also found a really great example of using new technology to your advantage.

The ads were for Travelers Insurance, with four in a row down a hallway into the F terminal at MSP. Each had a image of the red umbrella with the simple tagline "The strength to withstand anything." 

However, these ads weren't just print--they were interactive wall displays by Monster Media. Each of the umbrellas were made up of tiny little umbrellas that moved much like leaves. 

When people walked by or stood in front of the screens, the tiny umbrellas scattered in response to their movement. 

As soon as they walked away, the umbrellas returned to their original position.

The reason I thought this was so great was firstly because agency use the technology in an innovative way, putting it on the wall instead of the floor, as we see with Reactrix. It created a platform for unintentional interaction and made it much more noticeable for both those who participated and those who watched. It in fact made me want to participate, so after watching and taking pictures, I went and played for a few moments. 

But secondly, the most important part of why this was great was because THE MEDIUM REFLECTED AND REINFORCED THE MESSAGE. Up to this point, I've only seen Reactrix and other similar technologies used as a cool factor, but never to facilitate in communicating the message. This relationship between the medium and the message makes this ad the best I've seen in quite a while.

Good work, Travelers. Props to Fallon for this one.