The process took quite a lot longer than I  anticipated due to HelloComputer’s unyielding pursuit for perfection - something which was frustrating at times but which I learned to appreciate and adapt to. Being constantly pushed to improve and craft resulted in not only a better design but also enhanced my skills and techniques.

The initial idea behind the design began with a close look at the HelloComputer identity, with particular focus on the concept “making computers more human,” which all at HelloComputer strive to achieve. I came up with a design aimed at fusing the digital and natural world. As a novice in the department of tshirt-design, after many consultations and reference examples, I realized that the design was conceptually over-complicated and perhaps slightly awkward as a tshirt print. See the initial design below…

So…I started over and together with the Simon S, Simon M and Mark T, decided to simplify the initial idea of fusing digital and human elements. We rather gave the HelloComputer mascot, Hal, a more subtle human element by creating a super cool, little computer, dude, with sunglasses and a bit of attitude. Crafting, crafting and more crafting, and the design was finally approved. They are in process of being printed as we speak, in very bright and metallic colours! Its gonna be epic.

All in all, a challenging, but totally radical experience.

RELEVANCE & CONTENT

The common thread with successful individuals is the passion that lies within, and CP+B as an agency is no different. A genuine sense of fun and excitement seems to exude from the self named “CP+B factory that makes advertising and branded creative content.” This creative content mentioned is the core element of their success in building brands. In a video interview with Businessweek, Bogusky says this so called content needs to be relevant.

Relevancy is the conversation that pop culture is having about itself.

You need to provide content which injects the brands into this pop culture. Once its there, it will always have two sides to it, positivity or negativity, which will spark interest and conversation. It’s more than advertising, its something that everyone can talk about and share. This is where the viral element of digital stems. Social media platforms facilitate this need to converse and share content.

CREATE RATHER THAN INTERRUPT

CB+P have been successful in the digital realm because they encourage consumers to participate and Hicks from CB+P says that marketers should get comfortable with consumers messing with their brand by creating entertaining usable content, rather than interrupting. (See http://www.imediaconnection.com/content/15993.imc)

MOST EFFECTIVE BEFORE MOST EXPENSIVE

Another thing to learn from CP+B is not to follow the money “Attention generally follows the money.” For example, the Burger King TV advertisements cost millions of dollars to produce and this is where everyone’s attention was focused. But this was followed by the Subservient Chicken website which cost $50 000 but ended up being a phenomenon. The message from CP+B is to train yourself not to follow the money, but rather what could potentially be most important. South African agencies can learn a great deal from this.

CB+P is currently auctioning off interns on eBay to the highest bidders. One intern was sold for $17,655 (which goes straight into the interns pocket). This is another example of CB+P’s influence, innovation and constantly pushing the digital realm. Staying fresh, relevant and honest.

“I personally keep trying to build the company I dreamed could exist as a twelve year old kid. ‘What would twelve year old Alex do?’ I ask myself. Twelve year old Alex was wise.” Bogusky

Everyone at HelloComputer is tremendously excited to be working alongside the impressive international agency, Crispin Porter + Bogusky, remember the amazing Burger King “Whopper Sacrifice” Campaign, Dominos Pizza “Pizza Turn Around” and another awesome Burger King project “Subservient Chicken”, on the innovative B-cycle project.

In terms of the nitty gritty of the project, HelloComputer will collaborate with Crispin Porter + Bogusky on the backend and frontend development as well as CMS customization and implementation of the B-Cycle website, and although Hello Computer usually take a strong lead on creative, Crispin Porter + Bogusky have supplied a brilliant strategy and design platform for the project.

What is B-cycle? Let us enlighten you; B-cycle is bringing bike-sharing to the United States, as well as being an initiative backed by three impressive world-class organizations: Humana, Trek and Crispin Porter + Bogusky. All three share one common goal: Cultural change. B-cycle will change the way you get around and that will change our communities. We believe strongly in this ethos, making this the perfect project to contribute to.

With an increasing consciousness of eco-friendly practices, we are convinced that this initiative has the legs to alter mind-sets as well as make a global impact- with a bit of luck all the way to the southern hemisphere to our doorstep. Talking about bicycles, our Creative Director, Mark Tomlinson, has reignited his childhood passion of riding a BMX. Please take a read here to hear more about how this bike project has affected him for the better – at least mentally ☺ .

Stay tuned for updates as the project gathers momentum towards the exciting launch.

In this day and age there is a demand for methods of renewable waste and to stop wasting precious resources. Society and popular cultures alike are embracing anyone who can do this and create products that don’t rely on cutting down trees, polluting the ozone or preventing used products from being thrown into bins.

Who would have thought that used skateboard decks could enjoy a second life? Harvest by Haroshi, skater and artist, saw potential in these objects while watching his collection of broken, cracking and worn out  skateboard decks pile up and catch dust in his room. The result is an amazing collection of quirky artworks that would make any used-up skateboard deck jealous.

Take a look at the Skate and Destroy Exhibition, currently on in Tokyo.

BBC’s website is currently under-going a complete re-design to improve the information accessibility and user experience. The process is been handled by leading designer Neville Brody. Back in the dotcom boom, Neville visited SA as part of Design Indaba, and was part of the Digital Jury for the Construction New Media awards. In Mark Tomlinson’s previous role as CD of Generator, he was fortunate enough to be awarded by Neville Brody for his work in digital in 2001.

Read more about the new global visual language for the BBC’s digital services.

I decided to inspire through two remarkable videos I have come across over the past few months. Both have drastically changed my perspective on what is possible and what should be possible if pure thought and dedication are thrown into the creation process.

The first video is a work created by a Spanish resident by the name of Alex Roman, and simply put, is the greatest piece of 3D visuals I, and many other people, have EVER seen. Greater still is the fact he produced the entire piece by his lonesome self. From modeling, to texturing, to lighting, to rendering and compositioning. Even the musical score, which on its own is a fantastic piece of work. Not much is known about the creative process as of yet, apart from the fact that it took roughly a year to complete using Autodesk 3D Studio Max, Vray, Adobe AfterEffects and Adobe Premiere.

In the meantime have a look…

Yes, that was 3D like the Avatar movie! Here is the project website.

The second video I played was a small section of a documentary called Objectified, directed by Gary Hustwit. It explores the delicate relationship the user and designer has with the thousands of objects that are created in our world today. By interviewing and following a few of the worlds best and most inspirational industrial designers, the documentary allows us to see the thoughtfulness and thoughtlessness that goes into so many products that we use everyday. After all, almost everything we use in our day to day lives has been designed…

Here is a clip.

Yes, Apple just became more appealing.

What you take from these two videos is completely up to you, which for me is the greatest aspect of the soapbox session. Its just a pity you weren’t there for the cupcakes!

If you don’t get broadband in your crib, you might have missed the global movie phenomenon titled, “Avatar.” James Cameron did it again and cleaned up at the box office with a staggering $2.039 billion earning worldwide. Which converts into Rands at an incalculable, 15, 6646 billion ‘Rond.’ He over took his own previous record for Titanic as the biggest box office, money earner in history. The biggest thing to come from this success however, is the emergence of the 3D generation. The cinema experience will never be the same again.

According to Ster-Kinekor, the financial impact ($$$) of the new generation 3D films has been so great that most pundits advocate this format will become the standard for cinema-goers.

So in layman’s terms how does it work? Images are taken from two separate motion-controlled digital cameras that are placed side by side as the “left eye” and “right eye” and used to shoot film in 3D. The images from the two cameras are then manipulated in postproduction to match perfectly.

This phenomenon is already permeating our everyday lives. Sky just made TV 3D history, by broadcasting Man United vs. Arsenal in 9 pubs around the UK and Ireland. Their customers became the first audiences anywhere in the world to experience live Premier League in 3D. Major television manufacturers are now making the move towards releasing 3D TV’s later this year. South Africa has been confirmed as one of the territories earmarked for release with the 2010 FIFA World Cup bolstering South Africa as a prime destination. Whether this new technology will benefit sport viewing, is yet to be seen. (The guy below certainly seems to be digging it!)

Personally I’m skeptical about 3D TV and think 3-D should only be a sporadic treat, for the very same reason nobody rides a roller coaster to work - not only would it lose its appeal after the first week, it’s admittedly rather impractical.

Don’t hold your breath…

3D is currently being used online still utilising old 3D technology. A great experiential example was recently developed by Filtrete Filters informing the public  of the bugs and bacteria in your house where bugs literally fly out of the screen - Filtrete 3d experience. Without your own pair of goggles handy (which I’m sure is the case most of the time) this technology loses its effectiveness. Google seems aware of this problem and are developing the ‘Googgle.’

Google’s Sergey Brin says, “The main purpose is to give users a three dimensional interface with the Internet.”Anyone putting on “the Googgles” will be immersed into a three dimensional, stereo-vision, virtual, reality called 3dLife. The homepage of 3dLife will be called the Library and will include a collection of virtual books with Ms Dewey the librarian there to assist you. The ‘Googgles’ have a built in sub-vocalizing microphone which will allow you to interact with her like you would a normal person. Outside of this room there will be a 3d world, similar to Second Life except in 3D. Anyone with a Google ID can obtain an avatar. To make this happen however, the present glasses need to be upgraded significantly. Google also intends the ‘Googgles’ to be a fashion statement in the same way the iPod is now, already partnering with Prada to design it. The attached stereo ear buds can play music and movie soundtracks and you can use the visor to watch regular YouTube clips and 3D versions of movies. YouTube is definitely a part of the Google vizor strategy.

Applying 3D to the 3d world we live in: “Google will also combine the ‘Googgles’ with their Google Maps and Google Earth Services. “You can use the ‘Googgles’ when walking down a city street,” Matt Cutt says. “The ‘Googgles’ have a built in GPS, and will automatically download the relevant satellite images and maps from Google. The built in cameras will make it possible to superimpose information and ads on your view of the city street. If you look at a store for example, the ‘Googgles’ will present the latest promotions and specials. If you were to look at a museum you might see the opening hours and more information on current exhibitions. And if you can’t find the nearest cinema you could just ask your librarian to give you the directions.” I get a mixed feeling of shock, horror and excitement at the thought!

HELLOCOMPUTER APPOINTED BY THE CHANNEL OF CHAMPIONS

South Africa’s leading sports broadcaster, SuperSport, has appointed HelloComputer, to communicate the soul and gameness of the Super Diski PSL brand experience via digital platforms.

The Super Diski digital campaign will employ integrated digital media including a flash micro-site, mobi-site and social media platforms to best connect with their target audience.

HELLOCOMPUTER SECURES THE LIQUI-FRUIT ACCOUNT

The Ceres Beverage Company has appointed Hellocomputer to lead the Liqui-Fruit brand into the digital landscape. Liqui-Fruit is SA’s leading fruit juice brand and has come to represent a lifestyle choice for fun-loving individuals.

HelloComputer has developed an integrated approach to encourage consumer engagement and relevance to younger consumers. The strategy includes an eMarketing and Social Media program to convey the Liqui-Fruit values of “fantasy”, “feel good” and “refreshment.”

HELLOCOMPUTER CHOSEN BY CONTINENTAL TYRE SA

HelloComputer, has been commissioned by Continental Tyre SA on behalf of Ogilvy Durban, to advance their digital residence.

The Continental brand is synonymous with innovation, reliability and performance which values HelloComputer is articulating in constructing a digital interactive game called “The Power of Stop.”

This online game and brand experience will launch in the first quarter of 2010 and users on the worldwide web will play the game and test their stopping skills.

HELLOCOMPUTER APPOINTED BY MUSICA

Musica has commissioned HelloComputer, to advance its digital web properties and convey the abundant tone and voice of the Musica brand. HelloComputer seeks to create a functional entertainment portal that complements the physical retail experience.

Musica is the retail champion for all entertainment related media from CD’s, DVD’s and gaming. The functionality on the new website includes previews and trailers.

HelloComputer has created a digital experience to match the new Musica slogan, “A World Awaits”.

The seismic shift taking place in the communications industry is well documented. As is the number of traditional agencies attempting to bridle the interest in digital media characterized by a critical shift in how consumers consume media. The coup de tat is being staged by various digital channels, platforms, devices and phenomena.

With so much in common with the traditional success factors that measure advertising, why are traditional brand agencies not dominating the digital arena? Indeed, the principles that have sustained marketing and advertising since the genesis of the communications industry are still completely relevant in digital. Successful advertising builds brands and persuades purchasing behavior. There has been an emergence of brand strategists operating strictly in the digital realm - an ever expanding universe - so where do the differences in approach exist?

Certainly one of the distinctions is that the digital channel offers more than the simple delivery of content. For one thing, two-way communication is not only possible but interactivity is further enhanced by the ability to stimulate an immediate purchase, and offer immediate metrics that measure delivery. Direct marketing on steroids if you will - because a dialogue and interaction is possible. It is this dialogue supported by social media platforms that has completely empowered consumers. Client willing, many of HelloComputer’s campaign orientated microsites and websites, feature multiple social media for users to share, comment, post and engage with the brand - www.backyardseries.tv and www.justchill.co.za.

However the elixir pushing digital ideas into the spotlight over the traditional heavyweight that was television is the Internets scale and unique ability to bond human beings. As you might know Facebook alone had 150 million registered users by February 2009 and a year later more than 250 million registered users. For an idea or brand message to gain momentum it has to offer truth, social relevance and value to consumers or they will simply turn their back on it. Brand equity can easily be compromised through negative commenting, blogging, sharing and tweets. The upside for brands is that the scale of the Internet and its facilitation of ‘word of mouth’ means that brands can be built in record speed. Human kind is faced with the greatest expressive capability of all time. Consider names like Google and You Tube, which did not exist 15 years ago but are now a global phenomenon.

Users also have selective attention. They can choose to interact with your brand or shut you out. This is a challenge for traditional strategic thinkers who are accustomed to the ‘interruption culture’ that bombards people with brand messaging.  Digital media is not simply message-driven communication, but more of an invitation to play, interact and grow a brands message. Your brand will only succeed with social traction and personal endorsement.

That said, a captivating communications concept will translate to any medium. But its application naturally should take advantage of each medium’s idiosyncrasy. Bringing creative to life online is a complex procedure that faces many critical challenges. Technology, in HelloComputer’s opinion, should always be the slave to creative concept, delivering a message to the right audience in the most appropriate manner.

Most traditional agencies have not invested sufficient time and resources in developing digital businesses. Erudition in brand strategy on the other hand may be a relatively easier skill to acquire giving fuel to the debate that digital marketing agencies may own the client advertising relationships of the future.

David Moffatt is the Managing Director of the award-winning digital marketing agency, HelloComputer. For more from the world of HelloComputer and their recent account gains, please visit www.hellocomputer.com.

via GOOD