At a Tokyo trade show, the tyre company Bridgestone (no less!) has dazzled the crowds with its o.3mm flexible e-Paper that has got to have Sony and Amazon feeling like they are soon to become the future of fish-and-chip wrappings!

Resembling a flexible piece of plastic, and complete with a touch screen surface provided by a WACOM tablet, the A4 sized full-colour capabilities are jaw-dropping. The ability to scribble-on-screen is ensuring Bridgestone’s 13” colour screen ‘has the future written all over it’. Though screen refresh (0.8 secs min) and price ($500+) is a little prohibitive presently, this is the first stab at a revolution for the print industry that has got Rupert Murdoch himself excited. Suddenly updateable newspapers and magazines are well within reach.

According to ePaperCentral, “unlike other e-paper devices like the Kindle and Sony’s 505/700, the Bridgestone model does not use E Ink based technologies. Instead, it uses a powerful technology built in house that could completely revolutionize e-paper called QR-LPD.”

When you contemplate that anywhere between 60% and upwards of all magazine content is advertising based, the potential for a hybrid online print media is mind-blowing. Magazines and newspapers currently account for over 30% of global media spend, and this technology will see the convergence of print and digital agencies as opposed to the current threat that print feels.

Consider the fact that consumers are willing to pay for magazines with such vast advertising exposure – often full screen, as the advertising enhances the experience as opposed to detracts from it – there is no reason to expect ePrint ads to be any different. Women want to see the latest Jimmy Choo’s or Gucci handbags, men want to see the golf clubs and gadgets – we are talking the most natural place for information with not just full-colour photos, but full-screen interactive video; I am talking full on product demos at a user’s choosing, served by your friendly, global ad management platform!

Now the OPA are pushing for larger formats, we may still find a backlash on current PC & laptop monitors as consumers are used to much smaller “banners” online, but e-Paper is the best bet yet at taking an already established advertising model and enhancing it with real-time insertion of measurable full-screen videos. Taking something small and making it big could be seen as intrusion, yet taking print and making it interactive I predict will no doubt be seen as enhancement, in the same way as digital outdoor currently is.

With HP and Fujitsu already pushing e-Paper, Bridgestone is the latest Kindle-killer to the market. Expect normal paper to go the way of papyrus very soon – and then feel happy about saving the trees…

Bridgestone QR-LPD Color E-Paper Review

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Bridgestone QR-LPD Color E-Paper Demonstration

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Bridgestone Color E-Paper Featured on a Japanese Show

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Editor’s note: Since posting there has been some interesting feedback, so worth checking “Apple, Playboy and the future of comics“

(updated Apr 27th)

A hearty congratulations to JVST and Eidos for receiving a 2009 ad:tech Best B2C Online Display Ad for Tomb Raider Underworld.  The ad includes full screen HD Video and a gorgeous full page skin.  Check it out on the Eyeblaster Creative Zone:

“What made this banner execution so successful was the collaboration between the JVST Media & Creative Team, Eidos, Eyeblaster and the Publisher. Eyeblaster gave JVST the opportunity to be the first to utilize Full Screen HD. The JVST Media team in turn bought some of the most visible placements across the online gaming space. The JVST Creative team in the mean while worked really closely with the Publisher and Eyeblaster to implement this new HD tech on the homepages & match the creative to some of the publishers’ editorial.   And of course this wouldn’t at all have been possible if it wasn’t for the clients’ willingness to explore what’s next.”  Roderick van Gelder, Executive Producer / Partner, JVST

Zachary Sriro, Production Manager / Developer, Illusion Factory

Your idea about the perfect working day:
Hearing about a new or upcoming project and coming up with new design and development concepts for it.

Your muse best comes when:
When deadlines are tight while embarking into the unknown.

Favorite Brand Experience:
One of my favorite ad experiences was the “13 Fear is Real” banners we produced for CW.  We were given the chance to recreate the feeling that the show gives its viewers, thus allowing a user to experience the the show’s presence before ever watching it. This was executed by an attention grabbing story line that brings the user’s eye to the call to action.�
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CW 13 Fear is Real show format is based upon reality competition. The competitive nature of the show combined with some of the biggest names in horror like Sam Raimi, set a high standard for this campaign. For the rich media call to action we knew the usual “rollover to expand” would not make the grade. We chose a story line that brought the user thru what I would describe as a swampy graveyard. Instantly the hairs on the back of your neck will rise as you go thru various eerie images, tag lines, and lighting effects to finally reveal the call to action; “Rollover if You Have The Guts!”

The client was amazed and proud that even with a tight deadline we were still able to produce such an impacting ad.

What needs to be changed/improved in order to achieve ultimate engagement with users:
Our goal is to push the limits of interactivity with each campaign. Certain types of ads or content can allow for different or more interactivity.  Emphasizing this will always make a users experience better and hopefully more memorable.

Changes that need to be made in digital advertising:

Digital advertising and its delivery methods vary so vastly due to the endless possibilities of platforms. From digital billboards (which are popping up all over LA) and banner ads to ads on mobile devices and tv, it is important to refrain from overwhelming the audience. The digital advertising industry needs to always produce creative, respectful, and fun advertising for all.

Simon Abrams, Flash Developer, Deutsch Inc. NY

Your idea about the perfect working day:
When everything just “flows” – when things just get done and all the pieces fall into place. Even if it’s a late night, it doesn’t matter – as long as everything just clicks.

Your muse best comes when:
I’m kind of a night owl, so sometimes I’ll get an idea in my head, or find a cool new technique for doing something, and for some reason I’ll be inspired to try it even if it’s the middle of the night. Once I’m in that zone, I don’t like to interrupt it, so sometimes that means I’m up in the wee hours. It’s not ideal, but what can you do…

What needs to be changed/improved in order to achieve ultimate engagement with users:
I think users appreciate when information is given to them in the most concise and unobtrusive way possible. There needs to be something really eye-catching to make them want to interact, at which point we can give them really succinct information, that doesn’t take them away from what they went to a site for in the first place.

Favorite Brand Experience:

Tylenol Sleep Month Campaign.  It’s just beautiful, smart creative, and I think that it gives the user quick, easy access to useful information.

The impact of the recession/changes you have already seen

There has definitely been some shuffling around in terms of our clients, but overall, we’re still really busy. The recession just means it’s more important than ever for agencies to provide clients with precise, targeted messaging, and to let consumers know why their brand is an ally in this recession. And, of course, ROI is the name of the game.

Zed Digital (India) was recently awarded the prestigious Silver Abby at the Goa Adfest 2009 for the Hyundai Catch the ‘I’ campaign.  See for yourself why the campaign received such praise at the Creative Zone.

Always at your service.