Multimedia design firms have been sweeping the traditional advertising award shows. Previously limited to illustration, photography and design agencies, interactive design firms now regularly stand as a true competitors in the traditional media space.
There are many reasons as to why multimedia is gaining popularity: in addition to increasing internet usage across the world, there is increased acceptance of interactive as an art form. This is partly due to the blurring of the lines between what is traditional v.s. interactive design, as the two mediums draw closer together.
For example, some magazine advertisements, when photographed with a cell phone, can automatically launch associated online content.. Similarly, many of the most popular TV and radio advertisements contain messages to drive their audience to a website to gain more information about the advertised product or service.
One of the most talked about convergent advertising campaigns were Doves wildly successful campaign for real beauty. Designed as a web-only multimedia advertisement, the campaign for real beauty ending up...