February 29, 2012 § Leave a comment
The company invited numerous artists (Marc Quinn, Jake & Dinos Chapman, Vivienne Westwood, etc.) to design eggs, which are placed throughout London for a limited time only. The website showcases all 209 eggs, gives clues, offers 12 maps, highlight related product information and entices the audience to participate in many other ways, such as Facebook and Twitter.
Every egg comes with a unique keyword that enables the participant to enter a draw. Every egg found and every keywords entered increases the participant’s chances o win the big price: a special Diamond Jubilee Egg, valued at £100,000. A Facebook app offers another possibility to participate and enables Fabergé to interact more directly with the participants.
At the end of the hunt a “Golden Collection” of 30 eggs will be sold at live auction on 20 th March with the rest of the eggs auctioned off online here. All proceeds from the auction go to the charities Elephant Family and Action for Children.
Treasure hunts are nothing new and can fail miserable if poorly executed. But Fabergé has managed to capture our imagination, combining the creativity of internationally acclaimed designers, an attempt to brake a work record (for most participants in a life egg hunt), and raising money for a charitable reason. What a great idea! This is bound to generate a lot of earned media and word-of-mouth.
(If you’re happening to be bidding on an egg, let me know. I’d love to share your experience on here.)
(via Creative Review)
February 27, 2012 § Leave a comment
Being known for braking the mold and their innovative approach to fashion shows, the label developed a presentation format where dancers perform in an industrial environment to live music. The musician sits in the background, while the dancers perform sometimes weird and disturbing movements in the foreground. Redefining the space by incorporating props (especially the piles of paper) into the choreography definitely helps to make the performance visually more dynamic and interesting.
It’s refreshing to see a different approach to presenting a fashion collection. The atmosphere of the piece and attitude of environment, dancers and music combined, make for a very unusual fashion expereince, guaranteed to communicate the brands values in a way that leaves the audience and media talking about it and ready to share the event in various channels.
February 16, 2012 § Leave a comment
Kusama created an monochrome environment, consisting of everyday objects, everything painted white: walls, floor, chairs, a table, a sideboard, bowls and even a piano. Over a period of 2 weeks, children were given brightly colored, round stickers to leave their mark on walls and objects to recreate the environment. One can only imagine the fun the kids had.
Apart from a strong educational or inspirational effect on the children, the installation makes a strong statement about the museum, but also generates excitement and engagement with art, offering a different approach for children how to relate to art.
The positive Word Of Mouth and media exposure for the museum, thanks to the installation must be staggering. This blog post is another proof of it.
February 15, 2012 § Leave a comment
This staged soccer event set up by Samsung in London’s Victoria station is a good example of an engaging, cultural event that connects people around a given set of values. Samsung manages to create it in a public environment that is unconventional and unexpected yet free and entertaining. The audience, delighted by the distraction, is open to the suggested activity because the brand does not want to push a product. Instead the audience feels compelled to watch and share the fun with friends and family, using their mobile devices. A sense of excitement and fun is in the air and the brand is the facilitator. Additionally the viral component will help transport the expereince to those who did not have a chance to be there in person.
More and more brands realize the power of these cultural events that don’t aim to push a product service but create awareness, engagement and potentially lead to brand loyalty. Though it will only work if the event is aligned with the brands values and is not a means to distract from product/service inherent problems. Before you invest into an activity like this, make sure you’re product service is top notch. NO cultural event can make up for a negative user/customer experience.
February 13, 2012 § 2 Comments
This highly entertaining talk from Shawn Anchor might seem a bit off-topic but I feel it’s very relevant. It discussies the importance of happiness, not just at the work place.
Many of the interventions I speak about on here focus on the consumer/user/audience experience to create remarkable moments. Equally important for a successful organization and often neglected is the employee experience. If an organization wants peak performance from its team they have to create an environment and culture that focuses on their well being and happiness. Some do it by developing an stimulating environment using architecture and interior design (LEGO, Google, etc). Other organizations focus on a set values and living these values every day through actions and behavior (Zappos). Obviously a combination of both, with an environment that stimulates and a set of lived values that inspire, will have the most impact on the happiness of the employees and thus impact performance the most.
February 10, 2012 § Leave a comment
A 90 square meter projection system of 270-degree engulfs the visitor of the Santralistanbul’s Galeri1 to celebrate the 125th anniversary of this iconic brand. Antilop a creative agency based in Istanbul was responsible for this impressive experience.
Being the big sucker for huge engulfing video screens that I am, I have to admit I wish I could see this live, but alas it’s a bit for for now.
At first I was really impressed that the video content was so abstract. It’s the most interesting part in the video to me. As soon as they bring in images of people (referencing their consumers, I guess) or the ski hut the video looses quite a bit of its attraction. Too bad Coke was not courageous enough to convey the emotional value of the brand employing a more abstract approach.
February 9, 2012 § Leave a comment
Danish architecture firm Rosan Bosch has developed this incredible playful space for the Swedish Free School Organization Vittra. The school wanted to have a space without walls that stimulates the children’s creativity, “where the physical space is the school’s most important tool in their everyday and pedagogical development”.
Five learning spaces were created to accommodate the various situations that children and teacher are facing in a regular day at school (though nothing seems regular about that school). The spaces are: ‘The Cave’ (a private space for learning), ‘The Lab’ (experimentation and practical work), ‘The Camp Fire’ (group process), ‘The Watering Hole’ (a place for encounters and impulses), and ‘The Showoff’ (a stage to show off progress and discoveries).
Apart from being such an colorful, playful and engaging space (which is always a PLUS in any work related enviromnet and I will talk about it in one of my next posts), what interests me most about this project are the social and behavioral implication. How the various spaces, compositions, textures, colors and overall atmospheres of a space like that contributes greatly to the overall happiness of the people living and working in it. I’m curious to find out more about the level of happiness, physical and mental well being and performance of children and staff. What sense of self does a child develop in this environment. How adapt is a child learning and growing in such an open space. Will children be more open (minded), more understanding, more collaborative human being when they go out in the world? I’d be surprised if not.
Hopefully this example from Stockholm will inspire other decision makers all over the world.
February 8, 2012 § Leave a comment
The University of Oregon asked Second Story to develop this highly engaging 3 part installation. Functioning as the starting point for university tours, the interactive installation, is meant to inform and inspire around the heritage of the Alumni organization and it’s potential future.
My favorite and most impressive bit is certainly the floor to ceiling, touch sensitive video cascade that highlight various aspects such as: LEARN (Academics), COMPETE (Athletics), LIVE (Student Life), EXPLORE (Campus and Community), and HONOR (Notable Ducks). The interactive table recognizes every alum ever been to the university and “Entry Wall” highlights the events of the day at the university.
It’s refreshing to see a university creating such an outstanding experience. Money well invested into the creation of an iconic point of entry. Nothing about this installation seems boring. It really is a great way to communicate several aspects in one inspiring intervention.
I’m curious to see how the university will keep the experience alive and fresh in 6, 12, 24 months so that it serves not just potential new students.
February 7, 2012 § Leave a comment
Canon presents this immersive installation, centered around the theme of “Neorela in the forst” during the Milan Design Week 2012. The two-part installation “seeks to express the ‘undeniable connection between the earth and the people who live upon it'”.
As you know I’m a big fan of using cultural projects to engage audiences around the vision and values of a brand. With this installation Canon manages to communicate being at the forefront of technical developments and manages to wrap this massage with a dreamlike veil of a basic human condition. The installation speaks to the imagination of the audience in an a design driven environment with international reputation. I cannot stress enough the value of this kind of interventions for the brand in terms of awareness and engagement and ultimately brand loyalty.