Tag Archives: beer

Content Strategy towards a semantic web: data for living a summer lifestyle.


Rachel Lovinger from Razorfish gives a good overview over how content strategy helps “machines get what we are talking about and searching for” – my 5-second definition of the semantic web.

The semantic web of XXXX ?

Our work for XXXX is all about publishing interesting content, revolving around living the good life, using all of the brand’s sponsorships such as V8 racing XXXX Angels or Rugby League as assets. Earlier in the year I have commented on this Bannerblog “brands going social” post by Ash from Soap on the underlying strategy.You can also have a peek at our case study on it:

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We are already connecting XXXX’s output to supporter blogs, facebook pages and other publishers of similar content, establishing connections, collaborations and traffic/consumption/engagement with a mutual benefit. Which together with our SEO is hopefully creating a small semantic web for XXXX.

Now in conncetion to Rachel’s presentation: I wonder what a piece of semantic web for the Australian summer life style would look like? The government of New South Wales has recently held a competition around applications that use freely available data to foster better community life. So XXXX’s service could possibly provide a holistic data view on where high quality of life can be achieved = affordable, sunny, peaceful and with an option to go fishing, surfing or having a beer with your mates!  Admittedly, it is only a sketch and a simplistic set up, considering Australian real estate prices even a dream scenario. But with something along these lines XXXX could the enabler of said service, being utility and brand experience in one.

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Commemorating the Fall of the Berlin Wall Part 2

Posters in situ at vinyard

Posters in situ at Vinyard

Beck’s wanted to celebrate 20 years of Inspiration since the Fall of the Berlin Wall and put Holler in charge of creating a campaign for it. In addition to the photo exhibition in 4 venues across Australia (see animation in my first post) we juxtaposed images of the past (border guards and Berliners watching the wall being erected) with the joyful, liberal and expressive Berlin of today.

LN1747 JCD Oppression Expression branded standalone

Oppression to Expression

The three headlines show three transitions: “Oppression to Expression”, “Dominated to Liberated” and “Grief to Relief”.

LN1746 JCD Dominated Liberated branded standalone

Dominated to Liberated

LN1748 JCD Grief Relief branded standalone

Grief to Relief

20 Years – 20 Hours: Commemorating the Fall of the Berlin Wall

These photos form an exhibition I curated/commissioned for Beck’s. It opens on Nov 1, 2009 in four venues across Australia. Check the Beck’s site for details.For me it is bit of a journey into my own past as well as showing the contemporary Berlin. Most of these places of improvisation, experimentation and creative expression were very much part of my student and early professional years in the always-changing city, Berlin. And since I am German and vividly remember the wall coming down I am celebrating 20 years of reunification, of my people peacefully overcoming such a horrendous monument. Maybe something you start appreciating even more when you move far away.

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CHILL BOT claims his throne in the Holler office

Late last year, looking at some empty beer cartons lingering around the office, I had the idea of collecting a few and turning them into a Transformer-like robot. I imagined it to be a fun, relatively easy and quick (right!) excercise for all of us in the creative department. But soon the reality of working on commercial projects creeped in and my idea started lingering like the empty cartons.

image by StuRap

image by StuRap

Sonke from Liquid Protocol finally recommended artist Maddi (working as “Kiss Kiss”) to give the project much required dedication and input. Maddi until recently ran online gallery & shop StupidKrap and shares a work space with Ben Frost and others around the corner from our office.

I asked her whether she had ever built a “Beer Robot” before (you never know!). Despite lacking such a robot in her work-to-date, Maddi’s artistic style was such a great fit for the idea – you might have seen her work at 20/20/20, Kids Today or Trailblazers. After some collaborative sessions we put down what a “Beer Robot” actually should look and act like: possessing a very laid-back robotic form of dudeness, definitely a completely chilled-out bot! Somebot who could easily take over the  world, but choses not to. Who instead just kicks back and relaxes with a cold one in his metallic hands.

See full photo set here

So after weeks of Maddi collecting empty  beer cartons from her local bottle shop (thanks Aurora Surry Hills!), and many hours spent constructing, bending, cutting, spraying and glueing, Maddi’s CHILL BOT took centre stage at the Urban Uprising’s new world revolution show on Crown Street in January.

CHILL BOT @ Urban Uprising Gallery

CHILL BOT @ Urban Uprising Gallery

CHILL BOT in flip book style

CHILL BOT in flip book style

Naturally we couldn’t wait to get the CHILL BOT into our own space, yet he lay disassembled for a while after the show.

The CHILLBOT needs a chiropractor

The CHILLBOT needs a chiropractor

Yesterday, Maddi was nice enough to drop by and custom-install him in our office.

Full Glue Alert

Full Glue Alert

Fully armed with her 007 staple gun and glue revolver (and an extra Beck’s carton we had just finished for spare parts) she set him up, ready to chill everyone out.

Extra carton needed to stabilize CHILLBOTs back

Extra carton needed to stabilize CHILL BOT's back

Now CHILL BOT greets all Holler visitors with an impressive physique. My deepest thanks to Maddi for crafting such a great Bot. Our plan is to augment CHILL BOT with proximity sensors, reacting to hectic earthlings who would be in  need to “seriously chill out”.  Update to follow.

Maddi finishing CHILLBOT

Maddi finishing CHILLBOT