Archive for September, 2009|Monthly archive page
A while ago Philips launched a new campaign website for their new Cinema 21:9 TV. Developed by Tribal DDB, this campaign tries to show the difference between a regular 16:9 TV and the new 21:9 ratio screen. It’s not really a new campaign, but it’s so beautiful it’s worth mentioning after all this time.
According to Dutch magazine Adformatie, Tribal DDB won the Grand Prix in Cannes for this campaign.
The website shows a short film (runnig time: 2:19 minutes) of a single moment in a big bank robbery. In the film you walk right through the frozen scene. You can scroll back and forth in the scene and see a few making of-clips. You can also switch from 16:9 to 21:9 to see the difference.
The details make this film really worthwhile. The flying glass you slide across when someone’s falling through a window. People just hanging in the air, together with things they just dropped to the floor. Too bad this can’t be watched in full screen (without the borders of the TV around it).
The campaign can be found here: http://www.cinema.philips.com/
After reading the book What Would Google Do? by Jeff Jarvis I started seeing Jeff’s theories more and more around me. One of the things I saw where online initiatives that give power to the people. Certain people, websites or organizations decided to give something away to their audience. To remix, remake, comment on or just to enjoy. A great example of this are podiobooks; audiobooks delivered as a podcast to your MP3 player. The fact that huge communities form around one single writer is both inspiring and interesting. Where does this huge success come from?
A few years ago I accidentally came across a so-called podiobook. The book was called One Among the Sleepless by Mike Bennett. A novel about “sex, death and noisy neighbours” according to the author’s website. His way of not reading but really acting out his stories got me hooked. The characters’ voices were hilarious, as well as the story itself. So I wanted more and came across Scott Sigler. His horror stories weren’t really my cup of tea at first, but I started digging them because of the huge enthusiasm of Mr. Sigler.
These two writers unfortunately weren’t able yet to get themselves a publishing deal to get their book printed. So the solution was quite Googly: give it away for free! But not as plain text, no, record it and give a piece away every week. This worked very well and, especially in Scott’s case, more and more readers started to get addicted to it. The “Junkies”, as Sigler’s fans call themselves, wanted more. Scott gave it to them, recording a new piece of his story as regularly as possible. They started interacting with each other, and with Scott, on message boards and social media pages. This interaction created a bond between the fans and the author and shows one of the biggest powers of this way of distributing content. The loyal bond helped Scott very well when he was able to get a ‘real’ publishing deal. Although most of the fans had already read some of his books, they still bought the official print versions of it. So, instead of waiting for a publisher to get your book out and then gather fans around it, Scott did it the other way around. He created a community of loyal Junkies, after which the publishers all wanted him.
Another case that’s really interesting is the story of JC Hutchins. He wrote a trilogy called “7th Son“. In these 3 books called Descent, Deceit and Destruction, a story about 7 clones is told to the reader by JC himself. Countless fans read the books, making all 3 books a big success. Then the unique part came: in his 3 books JC Hutchins created a unique world, which was now being used to be an inspiration for new stories. These new stories, as well as short videos, where written and made by both fans and famous podcasters. This Obsidian podcast was the first collaboration between fans and author to create a whole new podcast series. He also managed to get a print deal, with his latest book Personal Effects: Dark Arts already released and the print version of 7th Son: Descent coming October, 27th.
So, what does this have to do with Jeff Jarvis and his Google story? Jeff says that opening up your content for other people is one of the keys to success. That doesn’t mean you cannot make money of it, but you have to build a loyal bond with your customers, or readers, in this case. When the books are valuable enough to them, they’ll pay you. Even if they already know how the story ends.
Ikea Heights is a melodrama shot entirely in the Burbank California Ikea Store without the store knowing.
That’s the summary written on the series’ main page. It actually sums up the contents of the site and initiative very accurately. Ikea Heights as an internet soap shot in an Ikea store in Burbank, CA. The actors are all amateurs and the camera work isn’t very professional too. But it all looks very funny and the idea is good.
The Ikea ‘rooms’ in the store want to make you feel at home and are therefore completely furbished. The step to record a play or soap isn’t such a big one after all. The most fun part is that, it seems, the store owners do not know people shoot a serie of videos in their store.
A man finds the wishlist he had made as a kid while searching for something in the garage. It takes him down the memory lane and he recalls the events like sleeping on the top bunk, having his art work misunderstood, performing in a school play etc which led him to make the list. In present he is seen to strike off two items from his wishlist, leaving “be the hero” and “be an astronaut” for the future.
Agency: DDB, New Zealand
Executive Creative Director: Toby Talbot
Deputy Creative Director: Regan Grafton
Copywriter: Toby Talbot, Paul Hankinson
Art Director: Gavin Siakimotu, Regan Grafton
Executive Producer: Judy Thompson
Agency Producer: Chloe Sutherland
Account Team: Andrew Stephenson, Jenny Travers, Mike Richardson