Ricky Gervais talks about creativity and the ability to just ‘muck about for the hell of it’, experimenting, seeing what happens, making mistakes while just trying stuff out until you find the little gems you want to keep:
“The point of art is to make a connection. If people talk about it, it’s succeeded in a way. People have assumed that, because I don’t listen to critics, or take studio notes or whatever, that I think I’m perfect and have never made any mistakes. This could not be further from the truth. Making the mistakes is the point, is the fun, is the important bit. But they have to be my own. The writer Rita Mae Brown said, “Creativity comes from trust. Trust your instincts. And never hope more than you work.” The only difficult bit about this is getting final edit. So much creativity is stifled by people who “know better”, or by fear of failure, and before you know it, your goals have been twisted and you’ve forgotten what you set out to do.”
I didn’t have time last Friday to post it when this campaign was launched, so I’m bringing it to you know. Our client AXA launched their new iPhone app which helps you out when you have a car accident, making sure you deal with it in the right way. Since this is the first app to deliver such a service in Belgium, we wanted to find an innovative way to promote it as well. Here’s what the team created:
“Eos has launched “Talking Tree”, a campaign that turns the environmental debate on its head by giving a voice and “feelings” to a 100 year old tree living in living in Bois de la Cambre, on the edge of Brussels. The tree has been hooked up to a fine dust meter, ozone meter, light meter, weatherstation, webcam and microphone, providing regular updates to followers through YouTube, Flickr,Twitter, Facebook and Soundcloud.”
I think the website isn’t the best part of the whole campaign but other than that, definitely worth checking out.
It’s been a really long time since I surfed for the last time, too long really. I used to go windsurfing during the summer holidays when I was younger and always loved to be out there on the board. I might not have been great at it, but enjoyed it as much as the next guy.
Part of why I like the ‘i surf because’ campaign from Billabong so much is that it seems to capture really well what surfing is all about. Nice visual experience, the right music and the question – why do you surf? And that’s exactly what Billabong is trying to capture with this website, the question is to you (surfers), why do you surf?
“The pic itself is a 1.3 gigapixel, 75,000 pixel-wide image compiled from 36 photos that took one minute to capture. They used two Hasselblad H4D-50 cameras with 50 megapixel digital backs and, camera geeks, a 150mm lens on top and 100mm lens tilt shift adapter. Both cameras were mounted vertically on a tripod and rotated at 10 degree increments to take the pictures.”
8.195 people are tagged as we speak, has it been confirmed yet that’s a record?
Branded virtual clothes spotted in the Xbox Avatar Marketplace. This means you can now buy Adidas, Quicksilver, … gear for your Xbox avatar, great stuff. Before I go any further you need to understand something though. The Xbox avatar used to be a small square icon just like the avatars you see at whatever internet service of choice. Twitter, Friendfeed, … you name it. With the latest release of the Xbox dashboard last year they changed all that for the Xbox though. Avatars now became virtual 3D characters which you could personalize to your own wish, making them look like you as much as possible (or not at all).
That’s all fun and games but the real importance of all this is only showing now with the launch (beta still) of games such as ‘1 vs 100’ in which you literally play the well known tv show on your Xbox against another 100 real people. And you might have guessed it, the game is showing a virtual studio full of avatars of the people playing. The new avatar, a better representation of you and not just a little square anymore. Thus the importance of brands being very valuable in this context.
Today Adidas, Quicksilver (and maybe some others) are present with virtual versions of a part of their real collection. Should this be limited to fashion brands only, sure not. And should it be limited to existing clothes only, sure not. Wouldn’t it be cool if someone actually launches a new collection on the Avatar Marketplace first, I think it would. Yep, we’re definitely only just scratching the surface here – to be continued for sure!
When we launched ‘The Break-Up’ about a year ago we were impressed with the feedback we got on it. Yes we thought it was good, but still we never expected it to be as big as it became. And feedback was good, people like how we portrayed the changed relationship between consumers and advertisers. The second most common feedback was what we would do about it. We showed we understood the shifted relationship, what does Microsoft Advertising have to offer that work this changed situation?
In the second installment the advertiser is at his agency trying to figure out a way to solve his problem. This one is about inspiration… but just check it out for yourself.