Within moments of reading this blog post, I suspect most of you will be gesticulating at your screens and wildly whirling your arms around, to the distress of anyone else in the room around you.
No, this post doesn’t contain obscenities that will make you shake your fists in anger. Instead it aims to share with you Tetrapak’s new webcam-controlled website, created by digital consultancy Rehab Studio.
Appointed in May, the consultancy was briefed to create a concept for the site which would experiment with a new form of motion detection technology while exploring the Tetrapak ‘Circle of Protection’.
This ‘circle’ includes stories of how Tetrapak protects food from its origins to the final destination, plus how the company is helping the environment, food safety and communities around the globe.
In order to access films on the site, which can be found at http://campaign.tetrapak.com/protection, users must move their hands in circles and from one side to the other in order to control the spinning globe on the site. The computers webcam picks up the movement and the graphics move accordingly.
Rehab Studio creative partner Tim Rodgers says, ‘We wanted to create a playful site that humanised the Tetrapak stories.
’One of the most challenging parts was creating the instructions telling people how to use the site.’
Although the site’s navigation takes a while to get used to, it’s an exciting project where Rehab have tried to push new technology and recent improvements in Flash to really engage users.