When reading up on the Cannes Cyber Grand Prix awards, I came across another way of putting how I've been talking about and evaluating the use of digital technology: whether it fits seamlessly into everyday life. Everything else being equal, if it does, that's really new media.A recent Advertising Age story on Grand Prix award winners Wieden & Kennedy's "Chalkbot" and DDB Stockholm's "VW: Fun Theory" puts it in terms of technology that was "invisible" rather than call attention to itself as some kind of special thing, and that enabled "real-time interaction" to weld a tight connection between user (experiencer?) and experience.
"The greatest innovations supported 'this notion that technology will reach its peak when you don't even realize it's there,' said Mr. Benjamin, quoting one of the jury members. 'The stuff that was so innovative was the stuff that seemed magical. It had technology, but that's not what was showing.'"
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