THE WORK
Edited by
Ann-Christine Diaz,
adiaz@creativity-online.com
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CREATIVITY’S TOP FIVE OF THE WEEK
Areasontobegratefulforcheesegraters
Microsoftmakesremoteinteraction withobjects areality;the Guardianreimaginesthe Three
Little Pigs; nail art getsa gallery; minor cuts become a lifesaver; and why getting an
international pen-pal just became a whole lot sweeter.
Help Remedies, the pharmaceutical company known for its beautifully pared down,
design-minded OTC medical products, recently introduced an item that may very well
change the world. Help I Want to Save a Life is a box of bandages that comes packaged
with, of all things, a bone-marrow-donor kit. The point being—you’re already bleeding, so
why not take advantage of it to help save someone?
The concept came from Droga5 copywriter Graham Douglas, who was inspired by
his twin brother’s struggle to find a bone-marrow donor. Douglas approached Help
Remedies, which, after a few logistical hurdles, was able to put the idea into production
in partnership with DKMS, the world’s largest bone-marrow-donor organization. The kit
is on sale at Fab.com and at Help Remedies’ website, helpineedhelp.com/marrow. To
help promote the kit, Help created a charming yet totally absurd video starring Douglas
himself as a bloody knife.
Onestep beyondvirtual As part of Microsoft’s TechForum, the marketer unveiled IllumiShare, a jaw-dropping technology that allows people to interact with physical objects remotely. IllumiShare features a lamplike peripheral device that projects light onto your desktop. Anything that appears within the lit space is then projected onto the analogous pace of a fellow IllumiShare user, who could be 3,000 miles away. That setup allows the users to interact with any object within the spaces—allowing for some amazing physical-meets-digital chess or card games, playdates or tutoring sessions.
Nail art gets
its own exhibition
Korean nail-varnish brand IceGel commissioned
an artist to create a range of modern art on
crystal nails and displayed them in tiny frames in a
minigallery near nail salons, in a campaign
created by Grey Hong Kong. Visitors could scan a
QR code at the gallery to go to IceGel’s website
( icegel.com.sg/index.php/art-gallery). The site
had 24,000 visitors as a result.
Notthe
ThreePigs you
remember
Candylovers,unite
Students in a startup class at Boulder Digital Works have
conceived a cute, social way to get you your international
candy fix. The website, intlcandy.co, currently in beta, asks
users to sign up and complete a survey, indicating which
candy from around the world they’d like to sample. When
the project launches at the end of April, the goal is to create
a matchmaking and pen-pal-like platform that will connect
those who want to get a certain brand of sweet with people
who live in the country where it‘s available.
The BDW students will facilitate the exchange, including
handling payment and privacy details. The prelaunch site
has almost 200 registrants.
One of the students involved in the project, Jurg
Schaeppi, got the idea when he moved to the U.S. from his
native Switzerland and started sending American candy
back to his friends and family. There has to be a simpler way
to do this, he thought, and International Candy was born.
Schaeppi also runs a blog about his adventures in American
candy at SwissKidinaCandyStore.com.
The Guardian teamed with BBH
London on its first major brand-positioning spot in 25 years,
illustrating the news
organization’s Open Journalism
philosophy via a very familiar
story, the Three Little Pigs.
Perhaps you could recite the
classic tale in your sleep, but it
becomes something totally
different when you factor in all
the opinions and angles from
digital and social media.
Here, the pigs are frauds and
the wolf an asthmatic victim—
depending on who’s interpreting
the story. The ad puts a
contemporary twist on an idea
that drove the Guardian’s last
brand-positioning spot, Points of
View, in 1986.
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