Category Archives: Social Media

Web Directions BBQ at Reactive

Web Directions South 2013 kicks off in Sydney on Thursday, October 24. And as a little social warm up, Reactive Sydney is again hosting a Web Directions BBQ on the previous Wednesday night. This is your chance to get to know fellow attendees and talk shop with some of the high-profile speakers on our sunny balcony. We might have a short speaker of our own but the main point is that we enjoy a cold one together and welcome everyone to the coming days of inspiration and innovation. Get a free ticket on the event’s Eventbrite page but be quick, as most of them have been snapped up already.

The Reactive studio is right in the middle of Crown Street in Surry Hills, so if you feel like kicking on, there are plenty of choices afterwards. As long as you make it to the conference the following morning…
See last year’s BBQ in pictures in an album on our Facebook page.

Web Directions BBQ

Web Directions BBQ at Reactive Sydney


Thinstagram and other body issues in social media

I tweeted about this surge in facial surgery among singles in India. It is presumed to correlate with the rise of social media ‘selfies’ and heightened awareness of perceived ‘flaws’. See more about it by clicking on the link:

And I received two interesting links via two followers which you should check out too:

and TheBodyCon, run by the Butterfly Foundation

My own teenage years were spent without social media (at least not the online version of it), so I was pretty grounded by the time the web and digital self expression came around. Have a look at #Thinstagram on Tumblr – luckily some jokers put in their own version of being thin to lighten the slightly intense mood.



But being a parent automatically makes you think hard about the additional pressure built up by trends of #Thinstagram and the like. Phew.

Update One:
Thanks to Becky’s comment below I was made aware of another side of the same hashtag. Goes to show that I caught on to the topic in a few minutes and didn’t give it enough research time to understand what’s going on. Thanks Becky, I was just invited to speak at The Body Con in October and will definitely give it more thought until then.

Update Two:
This article on Slate “SelfieLoathing” cites studies on the effect of Facebook and Instagram on self-esteem and self image. via

Update Three:
The Butterfly Foundation have just asked to be involved in their The Body Con ad competition. Enter it if you have a creative idea for their challenge: “looking to demonstrate that the representation of the body that we see in media is constructed and often an unhealthy ideal to try to achieve.” You could win $1,000, be screened on Oct 9 at The Seymour Centre and probably make some valuable contacts to take your idea further. Check it out here.

Benevolent Society celebrates 200 years of hope

Our client, Australia’s oldest charity, The  Benevolent Society ( briefed us to celebrate their 200 years anniversary this year. We created a campaign site that engaged supporters, politicians and the academic community to answer the question “What future changes are you hoping for?”.


The site celebrates TBS’s 200 year history as well as the future 200 years. The core creative idea is ‘Hopes for Change


The Last 200 Years:–year–celebration/last–200
The Next 200 Years:–year–celebration/next—200


The submitted hopes are ideal for sharing on TBS’ Facebook page. And the site also integrates an external service called ‘History Pin’. This allows Australians to add their personal historical documentation of the past:–year–celebration/history—pin

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Following on from that, Reactive co-created an innovative on- / offline installation at VIVID Sydney:

This tunnel installation reacted with beautiful light changes to ‘hopes’ submitted via SMS, email or web site.


Parents as storytellers

Anton Buchner contacted me on Twitter with this great ‘parents as storytellers’ project you can help make happen. It might interest you if you have young children and would like to take your bed time story reading to the next level. It’s promising to be very enjoyable for both sides.

Anton and friends are putting together a book, helping you not only to read a story to them but  to imagine one, on the fly. And in turn animate your kids to do the same.

Imagination Stories on Pozible

Imagination Stories on Pozible

Check out Anton’s post on it and if you like the idea, contribute to it via their page on the crowd funding site Pozible. They have already raised more than two thirds of their goal, so please give them the last nudge. You can also join their Facebook page.

Here is how Anton came up with the idea:

“I used to create imagination stories for my children (who are now 17, 15, 12). They were based on getting them to give me 3 random and eclectic words and I would weave them into a short and fun story with a beginning, middle and an end. The point was not to just read books AT them but to engage them IN a story. Getting them to help describe scenery, people, places and create names as the story went along. Soon they were asking me for 3 words and creating their very own stories! The more I spoke to friends about it, the more I discovered that they weren’t doing this. However they loved the idea. So I though let’s help families who may not have an initial creative spark. (…)  So I’m creating a facilitation book called “Imagine What Happens Next” with illustrations (by Sophie Scahill) and story starters, that parents and children can unleash their imagination with.”


Illustration by Sophie Scahill

I am very happy that the project has already reached its target. You can keep on contributing for your copy of the book and having your name printed in it.

Digital Trends 2013

In digital agencies we often work in uncharted territory and therefore spend much time thinking about the big question “What’s Next?”. Where and how do we spend our future creative efforts? For the benefit of brands, clients and agencies alike, we better get that one right. Read up on these three reports: Razorfish’s Outlook, Reactive’s Perspectives and VJ-Isobar’s FYI – and make the right calls for the future.

My agency Reactive‘s Perspectives ( free PDF download Slideshare version ) covers topics like ‘Who really owns your social content?‘, ‘The Personalisation of Everything‘ and ‘How to create great work‘.

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On our Facebook page we accompany these articles with some shareable graphs – extra points scored by using Venn diagrams.




Weight Watcher’s Plate of our Nation for a Webby

Our campaign “Weight Watcher’s – Plate of our Nation” is up for a Webby and we need your vote. It’s a tight race and there are only 2 days to go:

Vote  for Plate of our Nation for a Webby

So please, show this fight against obesity some love and VOTE NOW. We also appreciate your support for the campaign itself, spearheaded by ‘My Kitchen Rules’ star chef Pete Evans.

Hop on over to the website and throw your weight behind the cause. Simply by connecting your followers and friends via Twitter or Facebook you add to the total tally of Australians knowing about the facts. And hopefully we are ready for change.

Plate of our Nation

Plate of our Nation website

Plate of our Nation” is a collaboration between Reactive and BMF, Naked, One Green Bean and OMD.

Facebook Home – a cross generational threat?

Just discovered the new Facebook Home concept. As my mate Ben Cooper of The Monkeys predicts, see the (Android) servers crashing on the 12th of April.

Good to see that they didn’t throw this idea into an overwrought cinematic drama and tell us that our phones are actually like chairs. Try sitting on them, you will see, they are not.

Otherwise I leave it to this (mobile!) screenshot to avoid retyping our conversation this morning.

Facebook Home

Facebook Home conversation