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Bet Use Of Group/Community
Award: Vaccines Video
Client: Sony Music
Company: Anomaly

Nicely.

Here.

What I’m most proud of is that this project clearly demonstrates one of the things I love about Anomaly. Not only did we did we deliver an innovative fan based music video but, when faced with the fact that we didn’t have enough money to bring our idea to life, we worked with one of our other clients to secure a Vaccines gig at their new club – the fee for which enabled the project to happen.

Enjoy.

Website.

‘Some cities have obviously offered more in this field than others, so we wanted to explore what makes the dynamic of these cities unique and celebrate them for giving us so much good music. In doing so we spoke with some of the most important figureheads in each city, uncovering the reasons why the sounds created there are affecting the electronic music scene on a global level.’

Have a gander:

They’re proving to be a huge success.

Nice work team Bench – both here and in Manchester.

More here.

Bench here.

‘UK Band ‘The Vaccines’ are using Instagram in world-first to turn their fans into music video producers. Crowdsourcing has taken a new creative turn with British band ‘The Vaccines’ creating the video for their upcoming single ‘Wetsuit’ from photos shot by fans using Instagram.’

‘The Vaccines are the first band to create a music video using Instagram. By asking fans to tag their photos of festivals with the tag #vaccinesvideo, the band can collect the fans’ shots and will make an animated photo video, capturing the perfect summer of music. Bands, tents, fields, mud, thrills, spills, anything that gets across what it feels to be knee deep in a festival goes. Fans can submit photos live, just by shooting and tagging, or by filtering and tagging and festival photos they already have on their iPhone. The shots is pulled in via the Instagram API to an online gallery of every shot submitted. Developed by Anomaly London with Sony Music, the video will be directed by Poppy de Villeneuve.’

Get involved here.

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Here.

Part of our Converse Desire work. The idea is to simply take the dull orange SoundCloud play bar and animate it with some fire and shit and put it in a banner. The banner plays the track and the SoundCloud thing does something interesting.

Banner WINNING.

Check it out here (for a limited time).

Big up Sam Matthews.

Here’s the non fire (and shit) version:

Desire by Converse Desire

This time we wanted to take it one step further and literally connect the audience to the music. And so was born Desire, a connected live action music video featuring Paloma Faith, Graham Coxon and Bill Ryder-Jones along side you and two of your mates.

Three musicians, three friends, one connected video.

Go star yourself.

y00t!

‘A Japanese tradition tells that a wish may be granted in response to someone with the devotion to fold one thousand origami cranes. This project seeks to draw on that ancient healing and show that the emotional blow received can be responded to through the strength of solidarity and human compassion.’

I don’t ask much of you lot, but can I please ask that you all visit our site, donate, fold and share with all (and I mean all) your contacts and friends. Please think of any way you can to help get this site out there.

Thank you.

Go here. NOW.

Massive thank you Unit 9 for taking on the project and building it in such a short space of time. Plus huge big shout to Alfred, Tegan, Harry, Kevin, Keith, Breed, Blinkart, Dutch Uncle, Jelly, Ben Kay, Acco Ozawa, Rebecca Gaon, Picasso Pictures, Tess Birch, Actop, Tom Uglow, Laura Quick, Matt Lyon, Todd Selby, Tokyo Plastic, Zeitguised and the constantly incoming illustrators + help! On top of that I’d also like to thank all the Creative Socials that offered to help but were not needed – you know who you are.

Above is a little idea I was working up for a bit of rubbishcorp® PR. Basically it was a site that enabled Instagramers to grid their photo’s and print them out as a high rez files for their walls.

Yesterday Alfred sent me the site below.

Arse.

Here.

Piece on the Sony Idents that I worked on last year that are currently running on the live Champions League games. The brief was to showcase 3D, which we did using a technique that used posed actors and a real-time camera. Physical props were used for some of the frozen elements, supplemented by additional elements created in cg. Basically, everyone stood still and the moved camera really slowly past the actors and trick props to create the effect. It’s obviously pretty hard to create 3D in a 2D medium – but the results are pretty good.

Article here.

The spots aren’t on the Tube yet, but there’s a directors cut over here at Bare Films if you wanna have a peek.

Shot by the mighty Jim Weeden.

Drive awareness and trial of Google Voice search.

The (no cost) solution:

This presentation was made to Google UK in February of this year. Google have since added the microphone icon to their search bar. Of course that action had nothing to do with my idea – I’m just happy to be on track

SpineTV here.

That makes it a gift to market. A brand that is so ingrained in culture doesn’t really need campaign ‘advertising’ – it simply needs to continue deepening it’s connection to that culture. If you create culture – you don’t have to interrupt it*. Our job (as Anomaly) is simply to connect the brand to it’s audience via that cultural passion point and to not let unnecessary messaging get in the way.

And what better way to do that than by borrowing a few heavyweight music icons (established/current/upcoming) and creating a ‘pop-up’ band/record/video. And then, simply add a healthy sprinkling of music style marketing on top of that collaboration. So that’s what we did. We married Bernard Sumner (New Order/Joy Division), Alexis Taylor & Joe Goddard (Hot Chip) and (Hot City) to create this (free-to-download) track and video (the latter of which was launched this morning):

Sort of like becoming a record label.

And as a sort-of record label we employed a collective of graffiti artists to create huge big murals in key cities (their cities) across the country that feature the musicians involved.

We also took over key locations with the bands imagery.

Plus, just to be sure, we invited upcoming acts including Chew Lips and Hudson Mohawke to remix the track. And we activated student unions and created bespoke collateral for retailers.

I’d be surprised if you haven’t encountered the work.

Watch this space as we have a second track, featuring Graham Coxon, Paloma Faith and Bill Rider Jones, formerly of the Coral, that’ll be released in January.

Download track here.

Converse UK here.

Converse Blog here.

*Paul Graham November 2010.

Just over 4 years ago I started to follow the fortunes of a small New York based agency called Anomaly. The thing that caught my attention about Anomaly was the way the company presented itself. Not since my early days at Mother had I heard an agency be so distinct about what it represented and what it intended to be as a brand. And not since those days had I felt such affinity with a company vision. Anomaly has since proven itself as that new model agency, blurring the borders between traditional marketing services and working successfully as a business development partner. That billing and work is attracting a certain type of client and partner – and it’s those people that I see as the future of this business.

A little over a year ago I learned that the small New York based agency was to become a small London based agency. We met and we talked about the possibility of my working at that agency. At that time there wasn’t really a need for a Creative Director, but I think, even then, we both knew that wasn’t going to be the case for very long.

And fortunately it wasn’t.

I am so happy to be able to announce that I am now that Creative Director. The opportunity to work with the brands on this roster is magnificent. And the opportunity to be part of the future of an agency as smart, special and as distinct as Anomaly is a career dream come true.

Bring it on.

The London Marathon version of the adidas Marathon Google Streetview. This time mapping the London course with added landmarks and hints from miCoach, Haile Gebrselassie and a bloke called Keith (who’s an adidas Marathon coach). In this iteration there’s an added treasure hunt for 5 miCoach Pacers that have been secreted in random places around the course (Boston has been updated also).

Clues for the hunt are being published on the adidas running Facebook wall with the best/most lucky snoops being rewarded with a free unit.

Here (if you don’t see the app switch region to UK).

Deeply saddened by the news that one of the finest agencies of the last decade had passed, I wanted to pay my respects and enable others to do the same. farfaRIP is just that, an online eulogy formed from the following #tags: #farfar #RIPfarfar #farfaRIP – thank you Kevin Yaun (InternetFancy) and Tomas Vorobjov (SciBuff) for the awesome graf ‘n’ tech.

farfar – rubbishcorp® salutes you.

Be sure to switch on your audio.

Press here & here.

New adidas work from RIOT. This time mapping the entire Boston Marathon course onto Google Streetview and adding an overlay with landmarks and some handy hints from miCoach, Greg McMillan and last years winner Salina Kosgei. This is the first iteration, look out for some updates and additional functionality over the coming weeks as well as the launch of a London Marathon version which will include some competition/treasure hunt style activity.

More to follow.

Go play here (if you don’t see the app switch region to US).

New work (and a YouTube first) from RIOT/adidas that rewards BasketBall fans for sharing and interacting with content on YouTube/adidasBasketball. It works by locking sections of a video until that video receives a certain amount of views (see below) at which point a new scene is revealed – and so on. The more views the more interesting the content.

As well as that the team have created a game type item that delivers content based on the skill of the user with a power meter (below)

and a cunning device that enables the viewer to direct the action (via 4 cameras) within a clip by simply using arrow keys.

Here (look for this bit):

PR here.

Password protected.

Here.

New work for adidas Womens Training from RIOT – created in collaboration with the mighty Fools.

Creativity Interactive Spot of the Day.

Here.

Match Tracker is a learning tool and discussion resource that is valuable to non-professional players and coaches when teaching, learning and playing football. The app visualizes match data from recent Premiership, Champions League or tournament fixtures. The data is collected from the same source as that used by the managers of those clubs and delivered to the audience via this utility. Users can view data based on passes, goals, cards, tackles, shots from individuals or multiple players. The app can map an individuals movement, a linked move or a teams overall performance using a line tracking or a heat-map system.  A slider controls the timeline and pop-up menus deliver background infomation and contextual content.

The application will be updated with additional functionality, like a white-board function as well as tools that enable information to be exported and embedded on external sites.

More here.

On FWA here.

Site here.

We (RIOT) are starting to launch our adidas sports performance overhaul. We’ll be rolling out more as the months go on (across category), but the first real biggie is Football. This is obviously an on-going process with a goal of a unified more-easy-to-manage site and experience. The majority of the work has been on the backend, which is where the benefit will be noticed most – for RIOT, adidas and ultimately the punters. There’s obviously a lot of  changes but most notably  the relocation of the nav to the top of the page enables us to better leverage the header  – for example it can now expand to deliver richer flash experiences. Plus we’ve adopted a much more modular grid system, making it easier to  manage and  switch in and out content units – local vs global.

It’s been a huge amount of work from a massively dedicated and talented team.

Check it out here.

I co-wrote the films and co-directed some of the Lionel sequences – with Todd Bois who is the (awesome) Creative Director on Football here at RIOT.

Old skool – but still fun.

Massive props to the larger RIOT team for making all the F50 stuff happen.

viNe began as a presentation called Ntag. The Ntag concept was basically a semantic web type idea that entailed the creation of a ‘duplicate’ digital persona of willing NSeries users. The digital persona would be based on the mobile and web activity of the user -  including media and location data (the then USP of the NSeries devices).

The service was, at best, completely automated requiring the user to register their details and preferences at Nokia (Last FM style) just once and their digital persona would be born. From then on all their mobile activity, media and geo data would be logged and stored as an Ntag. The aim being that the Ntag was intelligent and would gradually learn about users likes/dislikes. The technology would busily work away in the background collecting data and then would interacting with other parties and Ntags in order to aggregate and serve the users with contextual and relevant info  – depending on needs. For example, in it’s simplest form, the Ntag could tell a user about stuff around them that it knows they’d like based on their specific history.  So specific exhibitions could be called out when the user was in the vicinity, or bars that played certain types of music etc. Partners (businesses) would obviously be engaged to increase the scope of the automatic learning and users could update info manually if required to increase/customize the usefulness of the persona/Ntag.

Beyond this I saw plenty of possibilities for the technology – a good example being a way for Nokia/partners to leverage digital outdoor to engage users based on proximity. A system that contextualized messaging and information (potentially as useful advertising about goods and services or access to photos or more social activities) based on individual persona’s would be easy to initiate and beneficial to all parties. Obviously there was a lot of scope for businesses to get involved in much more meaningful ways that just makin’ and shippin’ ads.

musicdNa was an idea that was presented later, it plugged into and fed that Ntag thinkin and process. musicdNa was by no means an original idea, effectively a Nokia Last FM – dNa scrobbled your library and created a persona (that could be linked to an Ntag) which would interact with other persona’s recommending you music, gigs, radio streams and bars that played certain music etc. Obviously the app scrobbled on your device as you wandered about, which introduced the idea of location based music services.

viNe incorporated a lot of these elements but, to date, is only a broadcast medium and has no real value beyond being a (very nice) microblooging platform.  It’s  shame. viNe has a lot of potential which it doesn’t yet deliver against and so  hasn’t really lived up to it’s potential. With the raft of Augmented Reality offerings and other services like Geodelic emerging, it probably never will.

‘Geodelic is a new service that enables users to discover the information most relevant to their location and personal affinities. Without needing to search, the App discovers locations in your vicinity, and aggregates all the information related to where you are and what you’re looking for. Meaning you should be able to effortlessly navigate through information, by filtering through categories, locations or brands. Serving the App is a network of location partners and theme partners. Location targeted marketing is triggered by vicinity and relevance. Our network brings you information, products and services you are interested in, and most importantly, where you are.’

Although not automated quite yet, Geodelic (and offerings like it) are potentially very useful. Especially if they manage to deliver hassle free (user-scrobbled) contextual information which will undoubtedly have a big part to play in our new ‘augmented’ lives.

Props to ChickenMcMurray for the heads-up.

Geodelic.

Nike Kit Builder (something I worked on at R/GA London) is finally live, following about a year as a retail initiative in Nike Town London.

Basically it’s Nike ID for full footy kits, enabling anyone to build a totally customised Nike football kit for themselves and/or their players/team. You can choose styles, colours, add names, sponsors, emblems and even build trackies for your back room staff.

Here.

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