July 2004 – Buenos Aires, Argentina.

With more than 200 expositors, 10 to 15 daily activities and 5 conferences, the 11th Rural Expo 2004 kicked off on Thursday 22 July and will run through Tuesday 3 August.

Coca Cola is present at the expo again this year. For its booth and contents, Coca Cola called for a bidding among agencies; the bid was won by the agency Bustamante Publicidad, which included an interactive development by SIA Interactive as part of its proposal.

Given the theme requested by the firm (the Athens Olympic Games, 2004) and the possibility of using the Coca Cola polar bears, an original proposal was designed. The idea was based on a swimming race for 8 participants. Onscreen, participants see a snow scene with a lake shaped like an Olympic pool. The bears compete to reach the finish line first. To participate, players are standing in a large room in front of a giant screen and must do the crawl stroke just as they would in a real swimming competition. The movement of player arms is transmitted to each bear, making it swim faster. The long lines to visit the booth and the smiles on the faces of participants has made it clear that the idea is a big hit.

For this game, SIA Interactive has presented its new SIA-Cameraction technology, which transmits movements captured by a camera to a 3D shown onscreen. Thus, players participate in a 3D game while utilizing their own body as the mechanism for interaction.

“When it comes to complex developments, our main option is SIA Interactive. We have depended on their capacity to do almost anything we can think of for many years.”

Gonzalo Bustamante
President, Bustamante Publicidad