What is it: A (now disappeared) zoomable panorama of historic, old Sydney.
Why is it cool: Look at how it has changed and how much hasn’t changed. With everything we do it is important to have an understanding of where you have been to help pave the way forward to the future.
Where to find it: panorama here! more images here!
Submitted by: Erin Hearn
What is it: A new campaign from the Victorian Gov’t to address the issue of binge drinking.
Why is it cool: We have done quite a bit of work on responsible drinking, including what resonates with the key group of 18-24. Usually gov’t messages are considered preachy and boring, or too graphic and not relevant.
This campaign uses very relevant situations (e.g. with mates) and make it funny and engaging, giving the situations a name, and therefore, we expect, a more sticky message. Who knows if it will actually make a difference but at least it’s something that they watch and talk about.
Where to find it: here!
Submitted by: Mandy Ayles
What is it: Transmedia is a way of telling a story in multiple narratives across media. Note how all the channels collectively create the story: like singers in harmony to create a melody – the total sound is dependent on the harmonious interaction of each voice.
Why is it cool: Transmedia marketing is psychographic, not demographic, and aims to create a mythology around the brand that transcends barriers and grows organically. From the article:
“The reality is that many agencies are not equipped or set up for success in this regard. Transmedia vehicles cannot be confined to a predetermined media plan or buy”.
Where to find it: here!
Submitted by: Howard Parry-Husbands
What is it: The trailer for a new documentary about dodgy Japanese fishing practices re. dolphins.
Why is it cool: First, this is an interesting example of post Michael Moore documentary making, where everything is “sexed up” or some might say “dumbed down.” Does this overblown style make the film attractive to a wider audience or a bit creepy, or both.
Second, the content is genuinely horrifying. The sea is one of those areas that international pressure must be exercised so that we keep some of the endangered (and other) wonders we share as a planet. Hopefully this documentary will raise awareness and put some pressure on the transgressors.
Where to find it: The trailer is here! and the film’s website is here!
Submitted by: Estelle Gohil
What is it: The human brain is an incredibly powerful tool for finding patterns, even where none exist. It turns out that our brains, from an evolutionary perspective, are designed this way for the sake of survival. After all, believing in something that’s not there will rarely kill you, whilst not believing that something is there which actually is, often will. As a result, humans are naturally wired to believe anecdote and story.
So it is probably not surprising that with scientific method a mere century or two old, but our belief engine wired with millions of years of instinct, mankind struggles on the whole to embrace scientific thinking.
Why is it cool: Whatever our source of information, when we share it, it should be in such a way that carries the “natural truth” of a story. This can be as simple as the helpful support of anecdotes that reinforce conclusions identified with our scientific rigour.
Where to find it: here!
Submitted by: John Cucka
What is it: The article outlines a shift in advertising, where marketers move from inundating consumers with the ‘brand’s story’ to marketers “helping consumers tell a story to other consumers”. The article suggests this leverages a shift from a consumption-based society to a non-consumption-based society, where consumers need new ways of showing status:
“As more brands (have to) go niche, and therefore tell stories that aren’t known to the masses, and as experiences and non-consumption-related expenditures take over from physical (and more visible) status symbols, consumers will increasingly have to tell each other stories to achieve a status dividend from their purchases. Expect a shift from brands telling a story, to brands helping consumers tell status-yielding stories to other consumers”
Why is it cool: As a way of pulling together a few current trends, it’s a fascinating read. But whether you agree this is the natural outcome, it certainly suggests a completely different way of engaging with marketing communications.
Where to find it: here!
Submitted by: John Cucka
What is it: This short article highlights the importance of story-telling both as a tool for corporate identity but also as a branding tool. Story-telling works because they show, rather than tell, the behaviours to emulate. The article goes on to outline the elements of a good story: a situation (significant and specific), an action taken (relevant and authentic), and the results (the rational and emotional consequences of the action).
Why is it cool: There are so many applications for story-telling in our professional lives. Firstly, as a way of identifying us, what we do, and our values. Secondly, in sharing findings with stakeholders – by sharing actions and results, we go beyond simply presenting data to providing an actionable way forward.
Where to find it: here!
Submitted by: John Cucka
