whenthelightsareoffthesiteison.com
Young & Rubicam have created whenthelightsareoffthesiteison.com for Orange to promote the new internet movie portal “Orange Time”. The idea is to demonstrate how watching a movie on your computer can be just like seeing one in the cinema, which is a nice idea. Unfortunately Y&R have only managed to re-create the dark bit of the cinema experience – which sadly isn’t quite enough to actually fool me into thinking I’m in a cinema. In order to do that they’ll need to ‘virtually’ replicate an enormous screen and some equally large cinema sound, plus some idiot beside me continually whispering while eating noisy/stinky nachos.
Nice try, but don’t give up the day job. I think this is a case of someone coming up with the ‘clever’ idea of using a light sensor for a site and then waiting until a ’suitable’ project came along, rather that really thinking about the user experience.
The whole thing is a bit tenuous and clumsy and totally falls flat on it’s face when you’re not in control of the light source – say when you are at the office, or if you are Jesus.
I must admit I did initially got quite excited as I thought it was an environmental message, which might have been a smarter use of the idea.
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