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.
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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.
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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.
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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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