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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:

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. 

 

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).

 

Yerba Buena Center for the Arts

Logo by http://www.erikmarinovich.com/

 

We reimagine the crosswalk between YBCA and SFMOMA—to make your lengthy wait at that stoplight as artful as your experience in the galleries… 

Excerpts from Tracing History, an exhibition accompanying Bebe Miller’s new performance, A History, that expands on Bebe's history of innovation in dance. 

Below homework from Nayland Blake's exhibition workbook:

 

Case Study by Volume, Inc.  Yerba Buena Center for the Arts: You Campaign

Duration: July 17–September 18, 2012. Creative directors: Adam Brodsley and Eric Heiman and Designer: Ed O’Brien

 

Ed. note: This case study is a selection from the 2013 “Justified” competition, for which an esteemed jury identified 14 submissions that demonstrate the value of design in a clear, compelling and accessible way. To learn more about the jury’s perspective on this selection, see the juror comments.

Project brief

The problem was to recast the brand image of the Yerba Buena Center for the Arts (YBCA) in San Francisco through the launch of the YBCA:You program. YBCA:You offered an all-access pass to the center, providing participants with both intimate and social vehicles to engage with art—including personal docent tours, exclusive VIP events with artists and complimentary admission to various YBCA events.