Digital has turned upside down the marketing world – it’s the vision that all marketers agreed on, but never visualized it.

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For The Effie Awards Gala, one of the most prestigious award events for the marketing industry, we created a room where all the elements where upside down: the floor was the ceiling and the ceiling was the floor. In the middle of them was a 360 degree camera who captured the people reactions while they were acting like standing on the ceiling.

The surprise was even bigger for the Facebook users who thought that the pictures were showing the room, but as they explored the 360 pictures they could meet... their friends “hanging” from the wall.