Needless to say, all of us at Reactive are mightily chuffed about receiving the Bronze Cyber Lion in ‘Best Use of Technology’. Much respect also to our collaborators Finch, Havas and Red PR. See our submission video below and find all the Cannes Cyber Lion winners here.
Also have a look at our full submission page (with added responsive goodness) that includes the strategy and full results.
I attended TEDxSydney on Saturday which had moved to iconic Sydney Opera House as a venue. This year’s 2,200 attendees were deliciously catered for by Matt Moran and the grass roots movement ‘Grow it local’.
Telstra, Qantas, Samsung, U of Syd and NAB were some of the main sponsors, lending a more corporate component. At the same time the conference was still retaining a lot of the activism and volunteering spirit.
Best musical performer (IMHO) was Kate Miller-Heidke, best MC Jess Scully, most famous attendee Marc Newson and probably most powerful speech by Omar Musan.
The above photos are posted under CreativeCommons from TEDxSydney’s flickr stream.
The talks themselves are still being edited so I will update this blog with another post when they are available on their YouTube channel
Here are my personal favourites from the films they played in between:
This is a project we at Reactive worked extremely hard for over the last 2 months. It’s called ‘The Most Powerful Arm Ever Invented” and this is its story.
The Most Powerful Arm Ever Invented
Children with Duchenne Muscular Dystrophy (DMD) suffer from progressive deterioration of their muscles. The kids lose the ability to use their arms and for example sign their name very early in their life. At the same time the Australian government does not have a policy on this disease, meaning there is no research support to help halt or cure DMD. This is why we created The Most Powerful Arm, a bionic arm with which you can help wake up the politicians. Please sign a petition to the Australian government, asking them to start supporting the important research on this crippling disease. Watch the trailer below:
The arm is publicly installed, first in Customs House Sydney, and now in Ariel Book Store. It takes your signature via your Facebook login, also accesible thorough your mobile phone if you happen to be in front of the installation. It then signs the petition for you, with a real pen on paper. It uses the original handwriting of one of the children affected, Jacob Lancaster, which we turned into a typeface. A photo camera will then take a picture of each signature and post it to the respective signee’s Facebook wall.
I really appreciate any help you can give to the cause. We have smashed the original target of 20,000 which was required to have the petition considered by parliament. But the more signatures we get, the more weight it will have. Please add your signature at TheMostPowerfulArm.com and if you want and can afford to, you can also donate to make the trials happen.
Below you find our Making Of The Most PowerfulArm that explains the whole signing experience in detail.
Here are some photos from our launch day in Customs House.
The Most Powerful Arm is a collaboration between Reactive, Finch and Havas Worldwide / Red Agency. Special shout out goes to Emad Tahtouh who heads the creative technology at Finch and who not only had the idea but also tirelessly worked on all the robotics, video, photos and backend technology to make the arm the most powerful ever invented.
It’s awards season – a painful, exhilirating, mental and rewarding time in agencies. The biggest whopper of an award show is coming up and tons of case studies are being edited and submitted as we speak. All to win some Gold Lions at Cannes. So at Adverblog, we thought it would be helpful to take a group-wide look at the Art of the Case Study. We describe some of the obvious and some of the not-so-obvious characteristics of a true winner (in terms of case study). First, have a quick look at Lars Bastholm’s tips from 2009:
As the case movie becomes an art form in itself, the question is: Which awards show will be the first to actually give out an award for “Best Case Study” ?
Below are my points, which I wrote after most of the other (more creative tips) had been made by the other Adverblog editors already. I decided to add three rather mundane items. They are nevertheless highly annoying if not thought about before hitting the magic ‘Submit’ button.
- Go easy on the ‘Never been done before’ – chances are I have indeed seen something similar before. Which isn’t bad at all. Only if you try to make me believe you were the first to ever think of connecting Twitter with your mum’s Facebook page.
- Don’t use a custom video player and don’t put it on your shitty agency video server. Use YouTube like every other dweeb in the world. If I have to suck your 60 megabyte creative bonanza through a straw from your crappy PC that runs the rest of your country’s advertising case studies – I am in a bad mood already. Nothing kills your thrilling case dead in its track like a stuttering video player.
- Have a compelling submission page: good layout, title at the top (why not in the style of the campaign?), start with the case study film, bullet point the main points of the challenge, strategy, idea, execution. And follow with the long copy below. I will read it when I am intrigued but don’t make me wade through long-winded, inflated hyperbole before I get to the idea and video. And no agency branding, please. Duh!
Have a read of the full article on Adverblog and please feedback what you thought was most helpful. And if you are into (old skool term) “Cyber” like me, keep in mind some of the thoughts that Iain Tait voices here about the category.
And at the end of the day, compelling ideas present themselves.
Even the winner of Gold Lions at Cannes.
I guess there aren’t many straight rap cover versions around. After all, saying you’re ‘Straight Outta Compton’ if you are not, sounds a bit silly. Unless you are white, British and into turning black gang anthems into acoustic ballads.
Much better to therefore see Kat Dahlia’s ‘Gangsta’ paying tribute rather than cover 50 Cent’s ‘Wanksta’. Can you believe Good Ol’ 50 rapped a full 10 years ealier? Damn, I’m gettin’ old.
Btw, an interesting collection of stranger rap covers exists here.
Have you ever thought stock images and stock video are the work of the devil, bringing down all that can be good and creative? Then have a look at this most awesome music video by Darwin Deez “You can’t be my girl”. Lean back and enjoy the sweet revenge.
Director: Keith Schofield