Brave New World

A key challenge when throwing an event, especially in a discerning city like Sydney, is how do you keep the crowds engaged and entertained until the very end?

That was part of the challenge at the recent Tiger Translate Sydney event. We wanted a concept that would bring to life the East meets West collaborative aspect of Tiger Beer’s global platform, entertain the 500 strong crowd and bring to life the ‘GROWTH’ theme around which the event was curated.

Our solution was OHP Ping Pong – in a day of digital innovations whers computers are replacing pen and paper, we wanted to celebrate old school technology. Using overhead projectors, acetate and black markers, Momorobo (Singapore) and Babekuhl (Sydney) went head to head in a raw display of creativity.

Each collective spent about 15-20min adding a layer of graphics onto each other’s work, whilst they were projected live onto a giant white wall for the crowds to witness.

The result is a series of interesting, eye-catching collaborative pieces that live beyond the event in that they form content for digital PR and web.

- Queues of people lining up outside your event is not necessarily a sign they will stay for the entire duration. The challenge is to ensure people are engaged enough so that they stay till the end of the event. This can be done through a compelling and entertaining line-up.
- Credible integration of the brand into the event experience. Doesn’t mean unsightly banners or plastering logos everywhere. People will naturally seek out who is the host of the event. The event should literally bring to life your brand personality.
- Clear messaging to explain the point of the event – consistent from invitation to event itself.
- Opportunities for guests to take photos / videos and then blog about your event, thereby generating post-event amplification

To sum up, when conceptualizing an event we always look to encompass the following:
1. Entertaining
2. Engaging (something for people to do throughout the evening)
3. Exhibition (something for people to see & share through film & photography)

Newton Circus, a sustainable-solutions consultancy based in Singapore, invited Kult3D to create an installation in the window of their new office, located in the heart of the Central Business District.

Kult’s brief was to create an installation that communicates an idea that is in keeping with the philosophy of Newton Circus. The result is Couture Jam, faux luxury life preservers inspired by some of the biggest names in fashion, complete with branded flotation devices.

The installation creates a striking effect for passers-by, but also a thought-provoking one. The life jackets are appealing at first glance, but only upon closer inspection will audiences understand the disturbing message behind this: “either we demand that companies and their brands embed sustainability now, or we risk not having the opportunity later” said Daryl Arnold, CEO of Newton Circus.

The installation was so eye-catching, it was even featured on the front cover of Design Week UK.

Newton Circus, sustainable-solutions consultancy

When KIN fashion boutique on Haji Lane invited Kult to customise its street-facing shop window, we knew it was a great opportunity to create an interactive window display that would literally stop passers-by and highlight the innovative and inspiring nature of the boutique.

We partnered with technology supplier IM3 Asia and used a solution called Ubiq window. The technology allows passers-by to interact with the content by using a multi-touch display that is installed in the shopfront. Users can also try their luck at a game.

The content is an interactive version of Kult magazine, FORTUNE issue and the display is in line with Kult’s ongoing efforts to explore new vehicles of communication.

The display will be live until 25th May 2011.

ST Digital. 13th April 2011

KULT x KIN Interactive Window

Last week Kult held the first in a series of ‘Inspiration Sessions’ – a luncheon where marketeers are introduced to emerging leaders from the world of art and design. The response from brand managers, creative directors and media was phenomenal, demonstrating a real desire for platforms that kickstart dialogue between communities.

Difficult to categorise because their work crosses so many mediums, the five presenters covered new styles of photography, illustration, product design, illustration and multi-media. Kult selected them based on their outstanding talent and the fact they are not yet well known within the industry, which means they are able to bring new styles and perspectives to an industry that should be constantly evolving.

Kult will be facilitating a series of such sessions, if you are interested in attending the next one, drop us a note (design@kult.com.sg).

I wasn’t even able to attend the recent Nixon Art Mosh event that my agency organised. Yet the positive feedback and online amplification is still evident weeks later.

Nixon – the watch and accessory brand – is really quite an amazing company with a loyal following, and I’ve figured out why. Every year, all over the world, they hold a series of ‘Art Mosh’ events where local creatives are given a space and total creative freedom to showcase and sell their work.

From a consumer point of view it is an eclectic party where film, paint, sculpture, photography, live art and live music are all combined under one roof for one night.

From an agency point of view, it was a complete and utter pleasure to execute. Just like the artists, we were given almost complete creative freedom. So armed with a tight budget and loads of imagination, Zarani and Steve went scouring the back streets & junk yards of Singapore for second-hand goods and Singapore icons that were spray painted and given a new lease of life.

The merchandising people at CK Tangs were so impressed by the event, they consequently gave Nixon 3 shop windows to display the artworks and re-create a mini Art Mosh in-store experience.

This is a great example of a brand genuinely giving back to the community, and being rewarded for it.

Check out the video here

Nixon Art Mosh Singapore

But what using images to address abstract ideas and dissect global issues? At Kult we’re avid believers in a new form of universal communication through images, to provide a visual exploration of what it means to live in today’s unpredictable world.

I’m very excited about the fourth issue of our magazine, coming out this week. The theme is FORTUNE – in an attempt to analyse what Fortune means in different customs and cultures, we have invited 50 international artists to portray their visions of Fortune.

We have three aims:

1. To nurture Singapore’s vibrant creative scene.

2. To act as a collective portfolio of our time, documenting universal ideas in a way that transcends linguistic and cultural boundaries.

3. To make art and design accessible and entertaining.

Events and experiences that are entirely created by brands are commonplace. As clients continue to seek ‘unique consumer experiences that bring their brand to life in an engaging way’, the bar has well and truly been raised.

Agencies such as my own are always seeking out new technologies to deliver compelling interactive user experiences across multiple platforms (e.g. screen, mobile, retail, events, exhibitions).

The potential of experiences that can be created using technology never ceases to amaze me.

This is an overview to show what a rich playing field this is.

I love the merging of real and digital within a creative environment, and when animation, installation and real-life performance merge into one.

Imagine the mere act of walking past a shop window causing neon flowers to bloom – what better way to stop passers-by?

Or a device that can detect your mood and tailor a soundtrack to match or alter it – emotional connection with a tangible benefit.

3D graphics coming at you, faster and more elaborately, the faster you run – what a great in-store experience to promote new running shoes.

This is a rich playing field for brands to entertain and engage consumers, but too few in Singapore are exploring this exciting territory.

Some impressive examples from around the world:

SMSlingshot

Multitouch Space Invaders

Guten Touch

LEGS & Mother Take Over The Standard NYC

The real challenge as I see it is persuading more traditional thinkers that this brave new world can deliver your product benefit with emotional impact and tangible, measurable results.

Technology for the sake of technology may create an impressive visual extravaganza, but without a clear path-to-purchase may not lead to sales.

Finally, agencies and clients don’t need to look abroad for the talent that can create these experiences – there is an extremely talented group gadget and technology enthusiasts who are starved of good interactive environments right here in Singapore and Asia.

Our role as consultants should be to keep abreast of developments in technology and package it up in creative propositions that are uniquely relevant to our client.

Friday was the opening of a must-see local exhibition inspired by Stanley Kubrick’s Masterpiece of horror “The Shining”. Voted Film magazine scariest movie of all time and references countless times in modern film and music videos, the exhibition pays homage to the Director’s vision in this event curated by local artist and creative director Steve Lawler (aka Mojoko).

Held in an impressive space on top of the Mt Sophia hill at Old School, the exhibition features 25 Singapore artists and a diverse range of interpretations of the movies – graphic pieces, paintings, multi-media installations, sound installations & projections.

The exhibition really showcases the variety and calibre of young creative talent in Singapore. It also illustrates how relevant and interesting art can be.

Absolut vodka was the drink sponsor on the opening evening – a clever move for a brand that has a history of working in the creative space and currently has a Bloody Mary campaign.

The free exhibition is open until 11th August, 11am – 8pm.

Absolut Vodka Bar

took the artists 2 weeks to create, using paper & polystyrene

I always approach new briefs with huge amounts of enthusiasm and passion. However I often find this slowly dwindling away as execution takes its course and the campaign no longer resembles the initial concept.

I’ve recently been working with a brand that has reminded me why marketing can be so fun and rewarding.

It all starts with a great story.

In 1920s Shanghai, a cheap plimsol shoe known as ‘Feiyue’ was worn by all ranks of society, from countrymen and politicians to Shaolin Monks and martial artists. It was a functional product, definitely not a brand.

In 2005, three young Frenchman in China saw in Feiyue a potential no-one else had seen and bought the rights from the Chinese.

In 2006, the Feiyue brand was born: an entire collection that was a re-designed and re-engineered version of the original, whilst retaining its vintage charm.

Following a series of smart collaborations, including high-end French fashion house CELINE, and the likes of Orlando Bloom spotted wearing them, Feiyue quickly became the 2^nd best-selling sneaker brand in France.

No-one forgets a good story. Today, the same visionary trio run the brand, with a contagious zest, open-mindedness and willingness to take risks.

A few months ago, they approached us to launch the brand to the Singapore market, the main challenge being to convince consumers of the value of these ‘Made in China’ sneakers (retail price S$100 and above).

We decided to build on Feiyue’s past of collaborating with artists, and commissioned some of Singapore’s hottest visual artists to create an instillation that integrates the Classic Feiyue sneaker. We gave them complete creative freedom, and a platform to showcase their work to a wider public – the Feiyue Launch event.

By giving these guys an active part to play in the creation of the event, we also gave them a stake in its success, thereby securing an organic spread of information amongst the creative community (a group of people who live in sneakers, respect the vision of the Feiyue founders and appreciate non-traditional approaches).

The end result is an event that truly achieves its objectives of creating a loyal following, and seeding the brand with leaders of the local creative community

So when media ask me if the event will feature a fashion show, I am delighted to say NO.

Thanks for reading my first entry. If this has interested you, drop me a note and I’d be delighted to put you on the guest list for the event on Thursday 22^nd July, 7pm-11pm, Tanjong Pagar Distripark.