Hello, neighbour

A while back, KJ and Sophie had a vision for the WK window.
After lots of graft, this afternoon that is an idea that has become reality. 

Today we launch HELLO NEIGHBOUR, a creative initiative which sees us partner with local talent. The concept is simple: W+K works together with creative people who live, work or operate within a one mile radius of the agency. We collaborate on something to display in our window. This could mean working with local businesses or individual craftsmen from the area; whoever we would like to showcase in our space. 

This afternoon's launch sees the first in the series of HELLO NEIGHBOUR projects. 'A little piece of the kingdom' is a mass collaboration between us and 15 talented artists from the local area, three of whom we call our own: Joe, Bowtox and Anders. The wooden Union jack installation sees each of the 15 artists own a slice of the flag that they have customized in their own way, building on the topical Jubilee moment.

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A word from Hello Neighbour curators Sophie Bodoh and Karen Jane:
“We want to maximise the use of this agency space and share it with the wider community. It shouldn’t just be a window into our day-to-day world, but also a display of the great creativity in our local area. There’s no better moment to spark collaboration in the East End than when the eyes of the world look to us for Jubilee and Olympic celebrations.”

WK_jubilee_Window_info

WK_jubilee_Window_Info2

A massive thanks to all fifteen contributors:
David Samuel         
Garry Milne
Inkfetish
Josh Stika
Marco Lawrence
Cemo
Josh Sutterby   
Tizer
Vibes RT
Pref
Paul Bommer  
Daniel Brereton
Michael Bow
Joseph Haigh
Anders Stake with Kerry Ryan

With very special thank you to David Samuel for his huge effort on coordination of talent. Oh, and Matt Harriman for the hours of build and install.

If you’re in the area, do pop by and take a look at the work. And if you comment online, don’t forget to say #helloneighbour.

Future projects are already in the making but we are always open to new ideas. So if you work or live within one mile's radius of the agency and want to collaborate with us, Sophie and KJ invite you in for a cup of tea and a chat. Just email them first on hello.neighbour@wk.com.

Happy Jubilee from Team HELLO NEIGHBOUR
(KJ, Sophie, Ali Bobbe, Rory and Alex).

WK_jubilee_Window_SideV

Digital Shoreditch 2012 – ‘Brands’ day

Digi

Welcome to Optimism this morning attended the ‘Brands’ day of the Digital Shoreditch Festival so that you don’t have to. The theme of the event is “marketing, advertising and social – the best that London has to offer in all sectors from consumer goods to the environment”. Speeches so far have covered a wide range of different – and occasionally somewhat loose – interpretations of this theme. Key things that occur to me from watching a morning of this stuff:

– Blimey, these agency case history videos are all the same. (Yes, yes, we at W+K do them too.) They are mainly irrelevant to the audience and a great way of showing you haven’t actually tailored your presentation to the day’s event.

– Rehearse your presentation to make sure it fits into your time slot! Lots of presenters had to stop in mid-flow because they ran out of time, or rush through far too many slides for the slot they had been allocated.

– No more audience participation stunts, please.

Here are some brief notes on the morning’s presentations:

Mark Earles:

Strategic planner, author of “I’ll have what she’s having”.

The future of customer engagement and why it’s all about tapping into herd instincts.

Number one focus of marketing should be… people.

It’s very hard to change behavior.

There as a perhaps unnecessary degree of audience participation in order to make the point about social influence on behavior, including mass jumping up and down – like the social influence of the Meg Ryan character in When Harry Met Sally, whose faked orgasm prompts everyone in the restaurant to order the cheesecake. But it was an entertaining and interesting talk.

Patou Nuytemans

EAME Chief Digital Officer, Ogilvy

Big, brands don’t need to be boring, they can be bold.
Theme here was that branded content is the future. Illustrated with Ogilvy case histories: a stunt around the Tunisian elections (which didn’t seem to be relevant to the talk), an AmEx  promotion that helped people to discover hidden talents and covered the results via long-form content, and an AI app called Watson for IBM that competed on US Game Show Jeopardy. Lots of talk about Cannes and Clio awards. (It always seems to be the big networks who go on about awards shows.)

Jeremy Waite

Head of Social Strategy, TBG Digital (“Facebook’s biggest advertiser in the world.”)

Are you really engaging your customers?
“People will forget what you said. People will forget what you did. But people will never forget the way you made them feel.” Maya Angelou

His key point: “Social media is the one area in which you don’t need to outspend your competitors to win” (Highly debatable – smarter ideas can generate more impact in any medium!)

Example of Dollar Shave: whose funny viral video apparently led to the company being valued at $12m within 3 months

  Pres

Kam Star

Managing Director Grape Digital

Converting customers through play.

Games fulfil basic human desires: acceptance, curiosity, honour, independence, power, social contact, status – can drive greater engagement and involvement for brands.

Examples of successful gamification: Bamboozle Fest, Devhub, and others.

Apparently they handed out free decks of gamification playing cards – but I didn’t get mine!

Isabelle Quevilly

Strategy Director, venturethree

Ad Crafting Updated

Transmedia – the days of ‘integrated advertising’ are over. ‘Integrated’ fills in gaps, it doesn’t create conversations. Transmedia storytelling is inspired by entertainment and gaming industries – not about one idea in deifferent channels – multiple ideas expressing one brand.

Advertising – simple is best (cheapest) but this is losing efficiency. People are smart and enjoy complexity. Non-linear stories, involving crowds to build narrative, feeding flows of information everywhere. (But went so fast it was hard to follow!)

Jon Walsh

Mobile Ventures

Soundbite prediction: “TV’s going online and online is going mobile.

Anthony Tattum

MD, Big Cat Group

Newness, otherness and snake oil: locating ROI from social media

His top tips seemed to be: have a strategy, have clear objectives, measure results against these objectives. Er, that’s pretty much it.

Hassan Mizra

Social Media Consultant, HeyHass.com

The Curator Generation: driving engagement through Tumblr, Pinterest and Instagram.

Key points here seemed to be:

– people today have no patience for text, they want pictures

– they want to connect with others with shared interests

– great visuals drive engagement

– and use hashtags

Christophe Mallet

Social Media Strategist, Carve Consulting

Facebook doesn’t enhance your real life the way it could. Next thing could be: socially augmented reality – a more intuitive way of understanding and anticipating your needs based on location, networks, likes, etc – a service that supports you rather than supporting advertisers.

Greg Mullen and Alastair Mills

Creative Leads, AKQA

Case study – Nissan campaign for India. “The new star of India”. This was a competition to appear in a Bollywood movie, via auditions posted on Facebook and voted on by the public. It seemed like and odd choice of case history for this event.

Matt Morgan

MD, Moonshine Media

Socially conscious media for digitally savvy people.

Shared a case history for the Prince’s Rainforest Project involving a range of celebrities encouraging people to get involved with saving the rainforests. He kept pointing out that it was done in 2009 but would be done differently in 2012. Which just made me wonder why he didn’t show something more recent.

Lindsey Greig and Simon MacDougall

Data Guidance / Promontory

Social media, apps and cookies

Talked about data and privacy. One interesting thing: an app called Clueful that advises you how much of your personal data is being shared by each of your other apps. If you want to know such a thing.

Lauren Dyer

Head of New Media, Superglue

Showed a US case history for Adidas basketball using Facebook. Her brief tips were:

– be consistent

– remember to focus on your objective

– you have to give to get (reward interaction)

– be innovative

Leon Tong

Director, Bright Lemon

From 0-100,000 users in an hour

Unfortunately, the talk didn’t actually explain how to achieve the promise in its title. He just explained that his agency uses social theory to build networks that connect communities of like-minded people.

  WLTM

They made us all do this. When we signed in we had to write our name and who we wanted to connect with at the event. You can't read my wee sign (above) but, hilariously, it says "WLTM Juliette Binoche". That didn't work out.

That’s all the notes I managed to get down so far. May have to return to the office at this point and do some work…

abandoned in reception

Photo[1]

Stuff found lying around when we cleared out the cupboard in reception:

-          Dunlop squash racket
-          Pair of Bose computer speakers
-          Pair of Sennheiser headphones
-          Patterned cotton bag with various ladies' clothes
-          Man’s Barbour Jacket
-          Black ‘Adobe’ satchel full of men’s clothes.
-          Grey motorcycle helmet
-          Lady's Gap cardigan (blue)
-          Human shin bone
-          Men’s M&S wool jumper
-          Red crumpler satchel
-          Grey wool cardigan H&M
-          A blue yoga roll mat
-          Several winter coats, that have obviously been here a while

W+K in NYC

Team Vodka from London travelled over the W+K New York for a meeting this week.

Groombooze

Creative Director Chris Groom got into the spirit of things by working hard on the plane on the way over.

Grrom and tony

The theme continued once he arrived.

Chicken plate

After a great meeting the team rewarded themselves with a small plate each of "Fried Chicken and Biscuits"

Paulochicken

Account Director Paulo Salomao getting stuck in

Kev and chicken

And the self-styled "Jason Bourne of Planning", Kev Chesters, also manfully cleared his plate.

Great meeting. Great work on the way (fingers crossed). Great way to end the week.

follow us down the rabbit hole with Nike Football ‘My time is now’

CR7 WORKOUT 00

If you're reading this blog, you're probably one of the 12 million or so people so far to have watched our new Nike Football campaign: My Time is Now. But you may not have explored the hidden tunnels in the interactive version of the film that lead to additional content. These include CR7 WORKOUT- Train with Ronaldo and download his exclusive football workout (above).
KITWALL: Explore Nike product and kit in a giant locker room (below) from which you can click through to buy online.

LOCKER ROOM 05

FOOTBALLER BRAIN 02

And FOOTBALL BRAIN (above): Test your football IQ and compare it with your mates'.

There are nine tunnels to find and explore. The interactive version of the film is here.

are you inspired?

Dougbloggy

Last night we hosted our first Inspire Session of 2012. We're always keen to look outside of advertising for inspiration, and these sessions are for us to spend time with people from all kinds of fields, but mostly culture, innovation and technology, to inspire us. 

This time Doug Allan was the source of our inspiration. Doug has worked for the BBC Natural History Unit for the last 10 years as cameraman on ground-breaking nature programmes including Blue Planet, Planet Earth and most recently Frozen Planet, and has been called "the toughest in the business" by Sir David Attenborough.  

He first went to Antarctica in the 70s and has been there almost every year since, and has spent 8000 hours underwater plus 500 hours under ice. Doug gave great insight into his filming experiences, which turned out to be very educational. We learnt the Arctic covers sea and not land, that penguins don't fear polar bears, how Emperor penguins are really rather big and how Doug has trouble deciding on where to go on holiday. As well as the educational stuff, he also let us into a few stories about his life and what goes on behind the scenes. We're looking forward to our next pub quiz. 

We also found out that David Attenborough can’t drive (he’s never had a driving licence) which proved a bit tricky when he was asked to drive the Snowmobiles for Frozen Planet.

We’d really like to thank Doug for coming in. He was a really inspirational speaker and he even stayed to chat to a few of us in the pub after!

Check out some of his footage here:

http://dougallan.com/#video

If you think you have a story that will inspire us, do get in touch to the WKED team.