DIGITAL – AUDI
Buttons on Audi's website that let users decide how technical the content is.
When the +Technik button is pressed, a page's text gradually rearranges itself and expands as the explanation becomes increasingly in-depth and advanced.
Agency: thjnk Berlin – awaiting client budget.
GUCCI VERSAILLES – THE WORLD’S FIRST AGGRESSION-FREE MILITARY FASHION
To mark the Versailles Peace Treaty Centenary in June 2019, we launch a competition to design Gucci Versailles.
Each item in the range – which is for men and women – combines military design influences from at least three countries.
The influences can be from any time past, present or future, as long as they don’t represent military alliances.
For example, the buttons on the sleeves of a jacket:
– one from 22nd Century Russo-China
– one from 1880s Australia
– one from 2555 BC Egypt
The winning designs are produced as a limited collection and retailed during the run up to Christmas 2019.
50% of profit goes to conflict-related charities such as Unicef and War Child.
Agency: Gucci Italy’s marketing dept have expressed interest and want me to get back to them in January.
Central Saint Martins London are also interested as setting this as part of their BA fashion course.
Armies of men and women tear themselves to pieces, then the pieces start stiching themselves back together in un-uniform ways.
A general made from two sewn-together half horses’ heads walks towards us, announcing the competition details.
CONCEPT FOR TWO NEW CRISP FLAVOURS – UK
Customers aren’t told what each delicious flavour actually is, but on-pack and social competitions encourage them to guess.
("Toff" in English means "posh person." "Chav" means the opposite.)
Agency: have been trying to reach AMVBBDO and Drum creative agency.
SANTANDER – CONQUERING STEEP CITY STREETS FOR CYCLISTS
Santander already sponsors London’s cycle hire scheme.
Next they make North London more accessible from the south by installing Uplift, a modified Alpine drag lift system.
Cyclists hook up at the bottom of the hill and unhook at the top by means of cushioned, semi-flexible tow hooks that retract when not in use.
Lift construction incorporates existing street lamps and trees as vertical posts.
Santander Uplift would run along the steep section of Highgate West Hill.
Agency: the concept was originally selected for IBM’s “Smarter Cities.”
Am currently approaching Engine London.
ITV zoOm is regular ITV, but we’re zoomed out from it into a lounge full of cute creatures.
The type we can’t resist watching on Youtube. (ITV zoOm supports the World Wildlife Fund.)
Sometimes humans join the creatures in the lounge too.
Contestants who’ve been voted off Love Island sit in to watch Love Island.
Gay singles eat TV dinners while watching Dinner Date.
Veteran actors and directors watch repeats of shows they’ve been part of.
(I didn’t know Lewis Collins had passed away. So sad!)
Female football fans watch UEFA League highlights, while spreading club gossip and making lewd comments about players.
(The cute creatures get gradually replaced by not so cute ones during horror films.)
…and commercials get a lift too: brands can make random live appearances during their own commercials, or competitors’.
Agency: am currently approaching Uncommon London
PROPOSAL FOR ASOS – A UK ONLINE FASHION BRAND
Pedestrianisation of Oxford Street was indefinitely cancelled in June 2018.
So ASOS holds a protest festival along the street’s pavements, as part of its campaign to help support Britain’s declining high streets.
Online fashion such as ASOS is great – but we need happening high streets too.
They’re Britain’s catwalks.
Shop online at ASOS and get free tokens to spend in high street stores.
Agency: Am currently approaching Uncommon, London.
A SPORTS APP CONCEPT FOR MICROSOFT HOLOLENS 2
(WHICH IS A MORE MOBILE, AFFORDABLE VERSION OF THE HOLOLENS AR HEADSET)
The app would create augmented reality sports tracks, courts, slalom markers and spectators.
So we could run round our local park as if it were an Olympic stadium, with thousands of people cheering. Or play Badminton with real rackets and shuttlecocks, but without the need for nets and courts. Or ski down a slalom course on real skis, but with virtual slalom flags and cheering spectators on either side of the piste.
According to this recent article, HoloLens lacks commercial appeal. The app would help address that, especially as HoloLens 2 is able to function outdoors in direct sunlight.
Agency: have been trying to track down a MS developer. Nigh impossible.
EXPERIENTIAL / CONTENT
BMW is the world leader in carbon fibre mass-produced cars.
To help connunicate this, BMWi establishes the world's first all-carbon fibre sport.
A Carbon Man Triathlon is as physically demanding as an Iron Man, but with key differences:
Contestants complete an alpine ski tour, followed by a 100 km cross-country bike ride and then a 70 km windsurfing slalom course – all on the latest carbon fibre sports equipment.
Just as carbon makes skis, mountain bikes and windsurfing boards stiffer and lighter, it gives BMWi class-leading performance on the twisty mountain roads to and from the event.
And of course, BMWi is ecologically preferable for the fragile mountain environments where the event takes place.
Agency: Serviceplan Hamburg presented to BMW Switzerland.
The client approved the concept but currently has insufficient budget.
I'm trying to get Serviceplan to convince the client they need to invest in pushing the brand's carbon fibre USP.
Proposed mountain bike circuit between St Moritz ski area and Lake Silvaplana, Switzerland.
SOCIAL / CONTENT – “TIME FAMILIES”
We invite teens to use a blend of face-aging and face recognition software, so they can find people around the world who resemble them at various stages in their future lives.
For example, an eleven-year-old might find people who resemble her when she's 16, 25, 30, 37, 56, 75 and 93.
The most impressive male and female Time Families are invited to stay in Switzerland for a weekend, where they're filmed for worldwide news programs and swatch.com content.
It's time green movements stopped looking like student movements and started looking like premium movements.
I recently emailed a bunch of people I know, inviting them to attend a Friends of the Earth rally in their best suits.
Agency: I cc’d Friends of the Earth but didn’t hear back. Maybe Vivienne Westwood or Alessandro Michele should email them?