‘Magenta Unleashed’ is a project created for Deutsche Telekom or T-Mobile and was brought to life through a smartphone app, The Lenz App, developed by Saatchi & Saatchi London. The Lenz App harnessed the iconic Deutsche Telekom colour to create a new medium for entertainment. Showcasing exclusive artwork, videos and new music from the world’s only virtual band, Gorillaz, the Lenz App acts as a portal to a new dimension in music and entertainment. Using Chroma Keying technology, it works by identifying colours in the real world that are similar or match magenta to activate the app and content for the viewer. Whatever the magenta surface – a computer screen, framed image or door - by placing a phone in front of it, it will reveal the exclusive Gorillaz content.
‘Magenta Unleashed’ won four Cannes Lions 2017: Gold in Outdoor: Ambient Experiential & Immersive Digital, Silver in Outdoor: Use of Digital Outdoor, and two Bronze in Promo & Activation: Use of Mobile and in Design: Rebrand/Refresh of an existing brand - Consumer. It has also won a Webby award in the Digital Campaign category, and a Yellow and Wood Pencil at the 2018 D&AD Awards, in the digital marketing and media categories respectively.