The Hype #078 The Hype #078
Welcome to The Hype. Our fortnightly drop of culture from Hyperactive HQ. Bringing you our top selects from the worlds of brand experience, marketing, entertainment and technology.
Newcastle United + RNID created a “game-changing” shirt for deaf fans which transform the noise of the stadium into a real-time haptic sensation, allowing fans to experience the atmosphere at St James’ Park. Club captain, Dan Burn went a step further when he used British Sign Language (BSL) to celebrate his goal last weekend.
McDonald’s Netherlands created an aromatic billboard that diffuses the scent of french fries to trigger food cravings. In a bold move, the billboards are blank and unbranded, confident that the smell of McDonald’s fries are instantly recognisable.
With a history of partnerships with elite athletes renowned for their innovative talent, TAG Heuer enlisted 15-year-old skateboarding world champion to collaborate to bring a distinctive and fun display of high-performance skateboarding to the River Thames on a custom-built floating half-pipe.
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