December 6, 2015No Comments

Experience Design In The Fourth Dimension

Design is in the eye of a technological, social and cultural storm, revolutionizing how we interact with the world around us. Its impact on business is the difference between disrupting, or being disrupted, as a new design method dictates which brands win and which lose. Central to it all is customer experience, the benchmark of a brand’s value.

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June 22, 2012No Comments

Curators of Sweden

This one has balls!

In 2011, Sweden became the first country in the world to let go of an official communication channel and hand it over to our citizens. Together with the Swedish Institute and Visit Sweden, they decided to break all branding principles and revolutionize the voice of a country.

 

Check it out! http://curatorsofsweden.com/jury/

 

Curators of Sweden via @jpenabickley

June 21, 2012No Comments

Nike+ FuelBand & RGA Roar into Cannes

"Life is a sport. Make it count."

Yes it is and I try every day to make it count -- now I can keep track of how I make it count with My Nike+ FUELBAND.  I love mine. From the moment I got it I understood the motivational power of it. This is why it won the CyberLion.  This is the perfect example of the post digital world!

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From RGA: Nike came to us with an idea: a device that tracks your daily activity and a common, universal metric called Fuel for every active body out there. They asked us to design the entire user experience. We ensured ease of use: set your goal, and get from red to green. If you meet your goal, animations celebrate your performance. Hit a streak and Fuelie shows up to cheer you on. Data visualisations show where you were most active daily, weekly, monthly, and beyond. We created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform. NikeFuel levels the playing field, and fits into your life. #Counts

See their entry here: http://judgeseyesonly.com/nike-fuelband

 

The genious behind this is no matter what shoe I am wearing (adidas glide4) Nike+ is my personal motivator, eco-system and service i subscribe to.

Nike+ FuelBand & RGA Roar into Cannes via @jpenabickley

June 21, 2012No Comments

ThingLink

This is such a cool little app! Upload your images, tag them with media, e-commerce and social profiles and share them with the world. It's easy and fun! ThingLink has lots of tags to play with - Flickr, Facebook, Soundcloud, Twitter, YouTube, Vimeo, TED, Eventbrite, Mailchimp, Topspin, Amazon, Best buy, Etsy, Spotify, iTunes and Mashable.  Try it!  http://www.thinglink.com/

ThingLink via @jpenabickley

June 18, 2012No Comments

#CannesLions Contenders

As the Cannes Lions festivites have gotten underway and the predictions have been noted and posted, the shortlist for 2012 is about to reveal a few winners.  For me, I ask a few simple questions - did the work change the industry? Was there a value exchange that linked business objectives with consumer interests in a way that was ownable to the brand. Did the idea provoke a connection to brand?

As I peruse the submissions here are a few that caught my eye.

AMERICAN EXPRESS
In the Promo category
Year 2 of the Small Business Saturday does it for me.  American Express and Crispin have submitted chapter two of an idea that is riding a cultural trend in the states.

 

HELLMANN'S
What's for dinner tonight?  A common question that is aswered by this app from Hellmann’s which prints recipes on a personlized grocery receipts based on the food that you have purchased.  While some might find this a bit big brother - i think that the use of data creates a value exchnage that will generate more uses of the product.

SPRITE
While Sprite and Ogilvy did not change the industry with this one they did dramatize refreshing for these beach goers in a simple fun format.

 

C & A FASHION LIKE
This one struck me as pure genius as it played off a simple and true insight. The majoroity of woman question their fashion judement while shopping.  Knowing that, why not offer to let a network of people help you decide.  C & A's Like Fashion app brought the social network to the physical store. This was a great use of technology in the physical world.

 

Update: The Direct Grand Prix for American Express's Small Business Saturday campaign, which already won a Grand Prix in Promo & Activation.

AMEX_WIns

#CannesLions Contenders via @jpenabickley

April 23, 20121 Comment

Coke’s new comprehensive “liquid” marketing strategy

The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketing. The very fact you are reading this here proves that things have changed.  With splashes of Henry Jenkins’ spreadable media concept, experiential marketing, Sir Ken Robinson’s whiteboard execution and Coke’s sophisticated marketing aplomb, the videos take us on a discovery that is as startling as it is revelatory.

Coca Cola have always been at the forefront of innovation. In this video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company's portfolio of global brands. He explains how Coke will leverage the opportunities in the Post Digital landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. 

The challenge of content creation in an enlightening way, reminds us that every contact point with a customernis a point of judgement that should tell an emotional story.  The importance of a content fludity model is also referenced. What is most surprising during the nearly eighteen viewing minutes is how willfully the soft drink marketer peels back the layers of their organization to reveal what’s been working and what hasn’t.

What these videos do is demonstrate is that the world has changed and the largest marketing organization in the world has changed with it. Have you moved from one-way storytelling into dynamic storytelling or from consumer insights to provocations thus potentially adding value and significance to people’s lives.  For those of us who have been building liquid and linked content through transmedia storytelling this is simply refreshing. Ahhhhhhhhhhhhhh!

Coke’s new comprehensive “liquid” marketing strategy via @jpenabickley

April 17, 20121 Comment

Burberry Eyewear Collection Music Videos

Burberry has approached traditional advertising with a great new entertaining spin to introduce its Summer 2012 Eyewear Collection. The fashion brand has teamed up with a selection of emerging British musicians, who have all created a new track for the campaign. The bands are then shown performing the songs in a series of videos, where they also sport sunglasses from the new collection.

 

The project is curated by Burberry chief creative officer Christopher Bailey, and the videos have all been created in-house. Burberry is releasing them weekly on YouTube during April. Three tracks are out so far: shown here are videos for One Night Only, Marika Hackman, and Life In Film.

 

A fourth video, starring The Daydream Club, will be released next week. The tracks are also available for download from iTunes and the bands will headline Burberry showa that will take place on May 3 and 4 in Paris, Milan, New York and Sydney.

 

Burberry Eyewear Collection Music Videos via @jpenabickley

October 4, 20112 Comments

The Revolution Is Not Being Televised

Did you know that there is a revolution going on in the streets of America?  What started rally cry to 90,000 redeemers, rebels and radicals has turned into a thundering movement that is sweeping across the country. #OCCUPYWALLSTREET has morphed into a full-fledged peaceful movement. 

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In June, as our elected leaders played a game of chicken with our unstable economy by manufacturing a debt crisis that would lead to the downgrade of America’s credit rating, the anti-consumerism magazine Adbusters registered the domain occupywallstreet.org. While the majority of American’s watched in disgust as elected official left for summer vacations instead of solving the problems they were elected to fix, an independent affinity group registered occupywallst.org.  This is where the movement’s official site is now hosted.  Not long after the registration of the sites, Anonymous, a hacker activist group, encouraged it's members to flood into lower Manhattan, set up tents, kitchens, peaceful barricades and occupy Wall Street for a few months. 

For those of you unfamiliar with Anonymous, they were involved in the protests in Tunisia and Egypt.  During the 2011 Egyptian revolution, Egyptian government web sites, along with the website of the ruling National Democratic Party, were hacked into and taken offline by Anonymous.  The sites remained offline until President Hosni Mubarak stepped down.  Anonymous also has ties to Wikileaks, further explaining the sighting of the Wikileaks truck at the protest sites. 

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One of the most consistent complaints from the protesters has been the lack of un-biased reporting of the real issues by the mainstream, corporate-owned press.  No one knows if Anonymous plans to hack any U.S. news organizations, but based on past activities, it seems its a real possibility.  Given the recent ridiculing and dismissive nature of Time Warner’s / CNN’s recent coverage by Erin Burnett or even interviews like the ones conducted by the Business Insider, I would not be surprised if Anonymous was already working on a plan.

Corporate-owned media outlets claim that the movement lacks a focus, however if you’ve have watched the content they have distributed or taken part in a rally you would hear three things:

  1. The middle of American has realized they can have as much influence as corporations have with the use of technology and social media:  Thus we are the 99% (http://wearethe99percent.tumblr.com)
  2. “DEMOCRACY NOT CORPORATOCRACY”: Protestors feel that corporations have bought and corrupted our democracy by influencing elected leaders to stand behind policies that hurt the American worker.  They stand for the American workers and are fighting for proper representation in Washington.
  3. There is a better way: Protesters hope that their peaceful actions lead to a new social dynamic in America.  Protestors are demanding accountability from a Presidential Commission tasked with ending the influence money has over our representatives in Washington.

The movement’s core message, which is often lost in AdBusters anti-consumerism message, is that 1% of the population has profited wildly from the last 20 years and the other 99% have seen zero.  Special interest money has corrupted our system.  That's not sustainable.  It's not fair.  And it's not the America that 99% of Americans want.  If this is a democracy, those numbers should matter.

 The Art & Symbols Of The Movement

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There is a ton of art that has begun to emerge and define the movement. You can visit http://www.occupytogether.org/downloadable-posters/ to view the latest in protest art. 

You may have also seen images of protestors wearing Masks. Those are Guy Falkes masks. This is a disguise used by members of Anonymous to protect their identities and brand their activities. Guy Fawkes was part of a plot to overthrow the king of England in the early 1600s and his character was made popular in the comic book V for Vendetta. 

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A Growing National Movement
As protesters and citizen journalists share their stories in Zuccotti Park (near Wall Street), Los Angeles, Washington D.C., Chicago and other cities across the country, we have recorded a groundswell of conversations and interactions taking place online. There are daily additions to the URLs who are covering and enabling this revolution.  You can visit http://www.occupytogether.org/ to get in on the local action in your area.

We are people of Substance.
We are supportive and sympathetic to the protesters.  They are showing enormous courage in the face of seemingly all-powerful institutions.  They are being arrested, maced and harassed without the protection of a free-press.  They are mocked, laughed at and even toasted with champagne from high-price balconies and yet they remain peaceful. 

http://www.flickr.com/apps/slideshow/show.swf?v=107931

I encourage you to visit a few of the movement sites I have listed below. Judge the movement and its message for yourself.  You may find that you are part of The 99%.

http://cdn.livestream.com/embed/globalrevolution?layout=4&color=0xec38a3&autoPlay=false&mute=false&iconColorOver=0xffffff&iconColor=0xffdef2&allowchat=true&height=295&width=480

Watch live streaming video from globalrevolution at livestream.com

 

Additional Information Sources:

The Revolution Is Not Being Televised via @jpenabickley

September 14, 2011No Comments

Streaming #Reality

24 Hours of Reality begins at 7 p.m. Central Time on tonight. Over the course of the the next 24 hours, there will be 24 presentations across 24 time zones in 13 languages.

http://www.ustream.tv/flash/viewer.swf

Free desktop streaming application by Ustream

http://www.ustream.tv/socialstream/8914362
Help Us Spread The Word

  • Embed the 24 Hours of Reality live broadcast on your blog.
  • Link to the live stream.
  • ReTweet our content and/or message us directly @ClimateReality.
  • Share/tag thoughts about how climate change is affecting your area and ask others to do the same.
  • Instruct your audience to use #Reality & [your country] when calling out evidence of climate change.

 

Streaming #Reality via @jpenabickley

September 12, 20112 Comments

on: digital+marketing

Seven months ago I left Madison Ave.  For years, I preached and practiced, award-winning digital, social and direct methods with the biggest brands on earth.   In the early part of 2009, while working on a new business pitch I observed a disturbing truth. Madison Avenue could not figure out how to make money (profits) at developing ideas.

The combination of antiquated customer research methods, fear, “tried and true channels” and disparate media planning groups seemed to be just a few of the issues that were quickly walking business out the door of digital, direct and advertising firms up and down the street.

A sad fact is that the once great story-selling Mad Ave firms have all become  channel specialists.  They had depleted their planning departments of insightful talent and replaced them with data experts and social media ninjas.  Don’t get me wrong, data is very, very, very important – but the analysis and synthesis of the data by conceptual craftsmen who create relevant ideas is even more important and what seems to be lost art form. 

While they were flipping channels and chasing bright shiny new digital toys, they lost the importance of relevant customer and cultural insights.  Furthermore, we were now in competition with a once friendly face.  The media companies.  Content creators like MTV, Disney and AMC whose audience insights were vast. They also had begun producing brand campaigns for clients that delivered far more reach and relevance than that 30-second ad could produce on its own.

In 2010, one-by-one, the dominos began to fall.  The market changed, the service economy retracted and marketers began asking “What’s the ROI on this agency of record relationship?”. Instead of getting the basics of what made this industry great, some had specialized so much that they had become tactical units with a VERY narrow way forward.  If this scenario sounds familiar, let me know.

Over the last eight months, I have spent my time working directly with a number of big brand CMOs, big box retailers, industry journalists, VCs, data & social start-ups, media companies, politicians, employment analysts and handful of agencies that are winning new business.  There is a new need and an empty seat at the strategic and creative table. It could be yours.

When the old ways begin to give way to something yet to be imagined, we have a choice.  Live in the past or get down to the business of imaging the future.
-- John F. Kennedy

 Today there is an enormous opportunity to not just imagine the future but also take the lead in creating the Post-Digital economy. 

PostDigital
This blog will be dedicated to ideas, insights and people that are making artworks that address the humanization of digital technologies through interplay between digital, biological, cultural, and spiritual systems, between cyberspace and real space, between embodied media and mixed reality in social and physical communication, between high tech and high touch experiences, between visual, haptic, auditory, and kinesthetic media experiences, between virtual and augmented reality, between roots and globalization, between autoethnography and community narrative, and between web-enabled peer-produced wikiart and artworks created with alternative media through participation, interaction, and collaboration in which the role of the artist, the communicator and the agency is redefined.

There is a new exciting future on the horizon.  You just need to know your customers and accept that basic behavioral observations and insights coupled with new collective art forms.  Welcome to the post-digital era.

on: digital+marketing via @jpenabickley
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