March 27, 2012 § 1 Comment
If you like chocolate (I do!), you will probably like what the Danish chocolate brand Anthon Berg recently did.
To bring their tag line “you can never be to generous” to life, they opened a pop-up chocolate store for only one day. But instead of hard earned cash, you had to pay with the promise of a good deed. For every product you bought you could pick from a catalog of mostly fun and sometimes cheeky promises, such as cleaning a friend’s house or garden, serving breakfast in bed for your loved one, not talking behind your girlfriends back for a month, etc. Facebook was used to document the promise using iPads made available in store.
As you can see in the video people lined up for hours to be able to pay some chocolate with a good deed.
I love this event because it encourages people to “pay it forward”. We have seen brands engaging in”random acts of kindness“, but the agency Robert/Boisen & Like-minded, who conceived the idea, takes it to another level, turning Anthon Berg into the facilitator that encourages the consumer him/herself to engage in random acts of kindness. What a great way to communicate your values employing an event that is talk worthy, yet social and fun enough for the the audience to wait over an hour ot be able to participate.
March 16, 2012 § 1 Comment
I never thought of a prison as a subject I would write about in my blog, but here we are…
The German artist Markus Linnenbrink created an incredibly colorful journey in a tunnel in a prison in Duesseldorf (Germany), where visitors pass through to see their friends and loved ones.
If you take a took at the images you get a sense of the space. Imagine what the tunnel must have been like before the transformation: a claustrophobic, long winding space with monochrome white walls and those ultra functional yet hideous neon lights. What a depressing expereince it must have been for the visitors.
The new tunnel is so much more interesting, inviting and playful. It nearly makes you forget where you are. I like especially the juxtaposition of the graphical use of the colour with the the roughness of the dripping paint. The paint drips feel like imperfections that really make the experience more human, and playful, and less “academic”, allowing visitors who might otherwise be intimidated by the art work, access to the piece more easily. And even if you don’t care at all about art, these new walls are bound to improve the overall prison experience for the visitor. It must be hard enough having to go through this ordeal. Why not look for ways to improve a dire situation using art as a catalyst. I love it when art improves people’s live with such simple means.
I hope this example will inspire other decision makers to think of ways to improve an often neglected environment. If you have any other examples, comparable to this one, please let us know.
March 2, 2012 § Leave a comment
The National Maritime Museum in London commissioned United Visual Artists (UVA), also widely know for their installation “Volume” in front of the Victor and Albert Museum, to develop the installation High Arctic “to understand, visualize and gain insight on the steadily vanishing region”. The result is an interactive experience that simulates various effects of climate change in an abstract environment. Set in the year 2100, the environment invites visitors to explore the sculptural landscape and a torch like device enables to direct interaction with installation and confronts the visitor with the negative impact humanity is having on this unique and highly sensitive eco-system.
As I might have mentioned before, I’m a sucker for this kind of impressive, high tech installations (although I also enjoy long walks on the beach and striking kittens). The futuristic and abstract character of the experience is definitely a welcome change and allows an entirely new access to the subject. Instead of focusing on sympathy, using pictures of cute animals to warn about the imminent destruction of this precious eco-system, the museum has opted for a presentation surface that’s much more daring and “out there”. It opens the discussion to a different audience and attracts visitors that might otherwise not care about a subject like the Arctic, if a more conventional approach (such as impressive photos) been chosen.
Maybe the impressive photo bit is part of the exhibition and can be found in another room. If somebody visits the exhibition, please let me know and leave a comment. I’m curious to know. Thanks!
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 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.