Coca-Cola? Here?

I'm the last person who expected a promotion by Coca-Cola to appear here.

But, heck yeah, I'm still clean--the promotion actually isn't by Coke, but by a re-imagining/ updating of its (in)famous "Hilltop" ad from decades ago.

Some pretty cool really-new-media thinking. Its some of the best concepting I've seen since my all-time favorite (and still living in concept only) "Durex Baby."

Stretching QR Codes

We've been told that QR codes are old hat (soooooo 2011!). And they are, due to the old-hat ways in which they are still being used.

Leave it to artists such as Yiyung Luto start to imagine new uses, and thus to bring the technology into the realm of really new media.

Integrating a QR code into each finished illustration takes users to a video stop-action animation of the making of that illustration.

See more at her website.

It Tells a Story

The best way to avoid disconnected, myopic emphasis on devices at the expense of uses and relevance is to understand how new media might fit into what one could call the relevant story.
A relevant story is something that already exists--the new media devices don't create it. But it is relevant to the market, and it meshes tightly with their lives. Because it is relevant to a target market, it is specific to it. There's no way to export a good use of new media generally, because the story it works with and within is specific, not general
Case in point is the Toyota campaign released in Belgium that works with Google Maps. It fits specifically the lives of people living in those narrow streets, and it works with their pride in living where they do, plus their desire to help put their neighborhood on the map.