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stories. digital. experience. participation. social.

“Today’s audience is changing. Viewers have become users, and professional creatives suddenly face a newly activated public. [They are] No longer content to simply digest messages.” – Helen Armstrong

Local Projects, multidisciplinary firm working at the intersection of architecture, media, experience design. This museum invites visitors to tell their own story, discovering the relevance and impact of 9/11. 

 

Digital and social. BBDO & Gatorade.

 

Razorfish for Spotify. Big data and brand promotion.

 

Mullen, Boston for American Greetings. Moms, The Worlds Toughest Job.

 

Nazis Against Nazis — turned a Nazi-march into a charity walk. GGH Lowe.

 

Activating public space. Granny Graffiti. Clean Graffiti. Marketing activations *more lingo.

Not marketing. Roving Gang of Grannies Tag Blighted Buildings With Amazing Graffiti. “Lata 65, a group of Portuguese artists, decided to organize a team of volunteers to teach senior citizen women how to make their own street art.” — read article on Good. 

Their Facebook icon:

Wikipedia defines “a marketing activation as the execution of the marketing mix” or a mix of approaches and technologies used / needed to reach the audience. “Depending on the business objective, marketing activation can be used as part of a marketing strategy.’ That includes “brand activation, sometimes called brand engagement which focuses on building a longer term emotional connection between the brand and the customer.” After identifying the audience a marketing strategy can be to focus in “on some fewer influencers only, activation can become more efficient and higher returns can be expected.” ^[1]

How Obama Made Health Care Go Viral.

Next (below) “The High Line Zoo” by NYC artist Jordan Betten. The “zoo,” is art / mural that can be found between 27th and 28th street along the High Line. Find out more about Betten and his work here.

Thank you Ommie! Advertising agency Thinkmodo in NYC created 3 human shaped RC planes and flew them around New York City to give the illusion that people were flying around the city to promote the opening of the film Chronicle.

 

Thank you Karalie!

Thank you Hallie! BBDO New York for Snickers, You make mistakes when you are hungry.

“While visiting the Louvre last last year, artist and filmmaker Julien de Casabianca was struck by an Ingres painting of a female prisoner tucked unceremoniously into a corner of the museum. He suddenly had an idea: what if he could somehow free her—both figuratively and literally—by reproducing her figure on a public street.”

“Since sharing photos of the first artwork online, people in at least 18 cities have liberated similar anonymous characters found in master paintings and pasted them up in public spaces in London, Barcelona, Chicago, Rome, and elsewhere. Casabianca says the global participation was completely unplanned and unexpected but he’s embraced the idea wholeheartedly.”

Not marketing activations… Graffiti artist ‘Faust’ draws calligraphic message on snow-covered cars in NYC:

Guerilla Marketing / Non-Traditional Advertising / Packaging Ideas

K2r Stain remover

K2r stain remover finds a witty way of endorsing its brand on the dirty streets of Paris.

worldwidewaterday.org campaign

Sci-Fi / Godzilla Film Fest, the red carpet for Godzilla

 Inflatable Church

The following is not non-traditional design… here are some lovely stamps fun packaging!

Monster supplies (826)

Monster supplies (826)

Monster supplies (826 Storefronts) 

The Fun Theory, Volkswagen. Social / experience / non-traditional advertising.

Bringing fun into changing behaviors… thefuntheory.com.

 

 

 

JR Focuses On People In The Margins

For more than a decade, the French artist JR has been pasting outsize portraits onto urban surfaces in Parisian banlieues, Nairobi slums, São Paulo favelas.His subjects: the locals, the not-famous, the threatened and the threatening, figures in the margins. Their monumental, expressive faces glued to buildings suggest — in ways that a building’s simple face cannot — that a city’s people are its infrastructure too, or are at least inseparable from it. — NYTimes Magazine

Women Are Heroes:

JR is an artist and filmmaker who prints large-scale photographs of his subjects and pastes them onto rooftops, edifices, shipping containers, streetscapes and more. 

Israeli and Palestinians:

Wrinkles in Cuba:

JR brings NYC immigrants out of the shadows. 

 

Guerrilla Marketing? Ambient Media? Astroturfing? Out-Of-Home?

A general decline in the power of traditional media (print, tv and web advertising) has led art directors, artists, designers and marketing folks to look for new ways to interest people in their messages. For more inspiration check out wired.com’s Underwire: PSAs Keep Getting More Creative

 

The following information is excerpted from an article “Masterpieces of Disaster” posted on wired.com’s site by Sonia Zjawinski. “On March 6th, a month shy of the 1906 earthquake anniversary, the Bay Area Chapter of the American Red Cross partnered with ad agency Publicis & Hal Riney for The Prepare Bay Area project which attempts to raise awareness on the importance of disaster preparedness. According to the Red Cross, only 6-percent of people are prepared for a natural disaster in the Bay Area, which led to an aggressive push by the non-profit to literally show people what to expect."

“The first was a two-sided mobile billboard parked on Market Street, in front of the Ferry Building. From one side you see the Ferry Building in shambles and from the other you see Market Street torn up by the fictitious quake. The copy reads, ‘What do we have to do to get your attention? Be prepared.’” 

 “The Red Cross passed out empty water bottles that read, ‘Try living on this for three days.’” — Zjawinski

 

"Faux Earthquake Early Warning System alarms (a riff on the Tsunami early warning systems that have been implemented in the Pacific) were installed as well." — Zjawinski

  

The National Gallery takes to the streets! The Guardian’s post on their site The National Gallery’s Grand Tour “It’s not often that you come across a Caravaggio or Van Gogh while walking around London's Soho, but for the next 12 weeks, the National Gallery is taking its masterpieces to the streets. In a bid to give the public a taste of the collection, the gallery has hung life-sized reproductions around the capital. Each painting is framed and accompanied by an information plaque, and passersby can phone a number for an audio guide of the works. Here’s how Londoners reacted to the famous works on their doorstep...”

 

 

 

Publicis and Hewlett Packard team up with Manchester graffiti artist Moose—“clean graffiti”—he sprayed cleaning fluid onto dirty London walls and pavements to promote Hewlett's The Hype campaign aimed at designers and artists. The Hype campaign included a gallery exhibition and commissioned work by 20 emerging artists.

“The World Wildlife Federation launched a new street campaign in China in January that shows just how much pollution one car produces. The 23-foot balloon not only puts a spotlight on individual pollution, but also drives traffic to WWF’s new site that gives 20 tips on how each person can cut their own pollution by 20 percent.” —wired.com

Red Cross Campaign: Blood Drive

The Amsterdam Zoo waas having a baby boom. These decals are inspired by the 70’s stickers you often see in parents’ back car windows… The decals can be moved and resused.

 

More examples and a buzzword definitions for you after the jump!

My Wish Upon A School: Dave Eggers. Learn about 826 Stores: Typography and Identity Design.

 The Pirate Store, San Francisco, California

The 826NYC Brooklyn Superhero Supply Co. sells capes, grappling hooks, muscles, antimatter, and secret identity kits, suction cups  and more. The store also gives passersby a reason to walk in and see what's going on in the writing center.

 

From TED: “Dave Eggers’ first book, A Heartbreaking Work of Staggering Genius, was a finalist for the Pulitzer Prize. Since then he's written two more novels and launched an independent publishing house, which publishes books, a quarterly literary journal (McSweeney’s), a DVD-based review of short films (Wholpin), a monthly magazine (The Believer) and the Voice of Witness project. Meanwhile, Eggers has established himself as a philanthropist and teacher-at-large.

In 1998 he launched 826 Valencia, a San Francisco-based writing and tutoring lab for young people, which has since opened six more chapters across the United States. He has extended his advocacy of students by supporting their educators, instituting a monthly grant for exceptional Bay Area teachers. His TED Prize wish is for more poeple to follow him into getting involved in your local school — and talk about it — through the website Once Upon a School.”

“826 National is a nonprofit organization with eight writing and tutoring centers. Their mission is based on the understanding that great leaps in learning can happen with one-on-one attention, and that strong writing skills are fundamental to future success.”

Ok, how does this relate to us? What’s exciting about this project is how creative the solutions are and how the products are developed for each store.

The 826DC Museum of Unnatural History. For Sale: Unicorn Tears, Confused Wood (from the makers of Petrified Wood), Weather Rocks, Wallace's Primordial Soup, Future Mold, Scorpion Finders, and much more.

 

Logo for 826NYC Brooklyn Superhero Supply Co.

826 Valencia Pirate Store. Many have said that upon entering the best pirate supply store in San Francisco, they get a sensation of déjà vu. Others walk in and feel at once the miracle work of an unseen hand. Yet there are those whose eyes bulge and shrink simultaneously while their thoughts are so convoluted that they are unable to shout or mutter the question that most plagues them: “What is this place?” For Sale: Hooks, flags, and message bottles; rat traps, peg legs, and pirate perfume; wax seals, dice, and lard (for bartering, not sale). 

For Sale: Dinosaur eggs; Robot milk; Dodo chow; Duel Starter Kits; time-machine parts; sometimes coffee. 

Monster Supplies (Ministry of Stories), created in London, UK and inspired by Dave Eggers 826 project.

Monster Supplies (Ministry of Stories), London, UK inspired by Dave Eggers 826

Monster Supplies (Ministry of Stories), created in London inspired by Dave Eggers 826

Monster Supplies (Ministry of Stories), London, UK inspired by Dave Eggers 826

 

Monster Supplies (Ministry of Stories), London, UK inspired by Dave Eggers 826

826CHI’s The Boring Store is open every day from 12-6—boasting a selection of surveillance gear, check out our carrier pigeon supplies, and try on a moustache. All proceeds go directly toward supporing 826CHI programs. For Sale: Periscopes, trench coats, and night-vision goggles; disguises of all kinds (n.b. this is not by any means a store for spies).

 

Wordstock Campaign: w+k Portland, Ore.

Wordstock  is an annual literary festival features author readings, writing contests, workshops, exhibits and book fair. As we are creating campaigns with a typographic emphasis for ourselves, Wordstock seemed like a great example of a local festival to share as reference. What do you think of this work?

w+k studio created a blog post on wk12’s videos for Wordstock called “BE A LITERARY OMNIVORE” is inspiration for the main project in our class... from the folks at w+k: “What’s Wordstock without some charming videos? Nothing. That’s what. Here’s WK12’s take on how delicious words are.”

Inspiration. An integrated promotional campaign for the film Coraline.

This post shares the strategy of a tiered promotional campaign for Laika’s film Coraline. The campaign included mini-documentaries about the making of Coraline, dunks, wild postings, street art installations, interactive storefronts, movie posters, web sites and 50 hand crafted boxes that were sent  to “influencers” (like notcot.org) to help promote the film. Some of these images below and info on the development of the campaign were found here on Mike Giepert’s site.

The diagram below identifies the audiences that would be interested in the film:

w+k’s “challenge: How can we get a broader audience to be excited about a movie that looks like a typical children's film but is much more? How could we use the equities we had to market this film in a way that reflects its unique nature and gets people excited to see it?”

Here are some of their answers:

Coraline boxes for the "influencers" check out the campaign and notcot links below.

Wild postings for Coraline.

Coraline dunks.

 

Interactive Storefronts.

Interactive / Online

Interactive / Online

Interactive / Online

“MoMA Starts Here” and “Summer at MoMA. Plan Accordingly.”

The very lovely and talented (+recently graduated and working at w+k) Corbin LaMont (thank you Corbin!) sent me this cultural campaign called MOMA Starts Here, created for MOMA, The Museum of Modern Art, concepted and designed by the The Department of Advertising and Graphic Design. The Department of Advertising and Graphic Design is The Museum of Modern Art’s in-house design studio. This portfolio website shows a selection of recent exhibition designs, advertising campaigns, and printed materials—all produced for and in collaboration with the Museum’s many departments, from curatorial to education to visitor services.

And in 2011, August Heffner designed for MoMA summer…