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Squinting at Technology
To create memorable experiences, brands need to behave like ‘gutter technologists’
(Nathan Martin/Deeplocal, PA)
To invent radical new experiences through technology,
think more like…
VS.artist developer
VS.freight hopper commuter
VS.parasite human
Challenging technology
Nathan Martin, Founder and CEO of Deeplocal
Bridging the online and physical worlds.
"Technology comes with a prescribed set of rules. Innovative amateurs naturally disregard these rules; experts almost always subconsciously abide by them."
"The downside of a greater understanding of technology is our adoption of its conventions and a restriction in our creativity."
Gutter Tech• Using the lowest possible technology to solve a problem – think like an amateur.
• Don’t use new gadgets just for the heck of it.
• “We must live in the gutter, scavenging for inspiration in the most hidden, absurd places. We must be willing to use all of the tools that are available to follow users’ patterns, ignoring specific technologies.”
• Play with the recombination of old and new technology to create new ways of engaging with objects and people.
• "On its own, technology is stale and unaffecting. Deeply understanding the motivations of an audience and the adaptability of old and new technology allows us to transform seemingly boring machines in to clever system that engage participants."
What do you see when you squint instead of look?
In Nathan’s words, literally “to distort. To avoid the details and focus on the outline.”
Ignore what something is and open your mind to the potential of what it can be! Squint and “become a daydreaming amateur” to set yourself free from the restrictions of your expertise.
Squint. Think. Make.
What happens when the creativity of artists is combined with the expertise of technologists and designers?
The Old and New Media Artist Residency ProgramCreated to promote an exchange of ideas, skills and networks.
Gutter tech labExperiment with old and new technologies. Creatively combine seemingly disparate objects to create compelling interactions.
http://www.youtube.com/watch?v=HmW-eGCrSxs
Nike Chalkbot• Lance Armstrong's Livestrong campaign: teamed up with Nike and Deeplocal to
create the Chalkbot to display messages of “hope, perseverance and love” at the 2009 Tour De France.
• Followed the cycling tradition of writing inspirational messages along the course to inspire the participants.
• Robot was programmed to paint text messages in yellow chalk along the 2,200 mile route. Trailer-mounted device, works like an ink-jet printer.
• 36,000 messages were received via Twitter, SMS, web banners. Contributors received a GPS-tagged image of their message printed on the road.
• People tend to better associate with physical, real things. Feel more connected with the message they send. Not just a throw-away text, it becomes a ‘thing’.
• Nike Chalkbot• Volkswagen "Fun Theory“: Piano Staircase• VW initiative – one of a series of
experiements for a new brand campaign of VW.
• Fun can change things for the better.
Cannes Cyber Grand Prix Winners(for invisible technology and "real-time" interaction).
Volkswagen "Fun Theory" : Piano Staircase66% over normal used the stairs
"For brands, thinking like a gutter technologist means developing engaging, moving and personal experiences that are not guided by technology but rather by the movement of people."
“Your audience does not care about technology, they care about experiences. The brand that brings them a memorable experience is the brand they care about."
Moral of the story:
Squinting may be bad for your eyes, but good for the mind.
Scavenge in the ‘gutter’ for the greatest inspiration!
Inspired by this concept I decided to try an experiment of my own…
http://www.youtube.com/watch?v=KluSsDe8AjA
28 year old surfer and actor Josh
Winger was chosen to design, market and distribute a chocolate bar that tastes like the colour yellow,
and to use only companies listed in the Yellow books, both online and mobile, in the process.
After a national tasting tour of four competing flavours, pineapple custard won the day
Josh’s progress was televised on fortnightly TV spots and online. Visitors to yellowchocolate.co.nz could watch full length webisodes, chat with Josh, make suggestions on flavours, and learn about the businesses that had helped him.
Josh’s tweets were transmitted on billboards.
The Yellow Chocolate bar was launched throughout New Zealand supported with a fully animated television commercial, outdoor and point of sale advertising
Josh proved Yellow can help an ordinary bloke get an extraordinary job done.
His was the fastest selling chocolate bar in New Zealand in ten years.
People were paying $2 for what was actually a piece of direct marketing.
Supermarkets sold out and bars would be traded online for up to $320. 80,000 followers online, 16,000 Facebook fans, 800 Twitter followers.
It received 61% recall and 27% of people talking about it in everyday conversations. Online usage grew by 9%.
And then at Cannes, the campaign picked up a Gold Titanium/Integrated Lion as well as a Gold Media Lion and a Bronze Cyber Lion.
Culture Vultures
Imagine size to a 7 year old
Chatsworth House has 126 rooms within an estate of 35,000
acres
What is Architecture
The earliest surviving written work on the subject of architecture is De architectura, by the Roman architect Vitruvius in the early 1st century CE. According to Vitruvius, a good building should satisfy the three principles of firmitas, utilitas, venustas, which translate roughly as –• Durability – it should stand up robustly and
remain in good condition.• Utility – it should be useful and function well for
the people using it• Beauty – it should delight people and raise their
spirits.
Architecture – science or art?
Brand Architecture – science or art
Jack the Ripper Tour that takes you back to the autumn of 1888 where you can walk in Jack the Rippers footsteps through the alleyways and passageways of Whitechapel… just like this one! Look even found a garbage hunter
Letter written to one of the media’s signed by Jack the Ripper… that is how he started being called JACK THE RIPPER… and later it was deduced that this letter was written by one of the star editor to win more audience.
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