MIMEISTHAI

Short List
TitleMIMEISTHAI
ClientTED TALKS
Product / ServiceTEDX SYDNEY
CategoryA09. Environmental Design
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company:CLEMENGER BBDO SYDNEY, AUSTRALIA
Design/Advertising Agency:CLEMENGER BBDO SYDNEY, AUSTRALIA

Brief Explanation

Good ideas don't come from a lone genius glued to an iphone tweeting nearly as often as they come from interactions between geniuses. We needed to create something that took away the encumbrance of the hardware and liberated the fluidity in the conversation. The best technology is invisible technology.

The Brief

TED - ideas worth spreading Created in the spirit of TED’s mission, “ideas worth spreading,” once a year TEDxSydney creates a forum designed to give Australian communities, organisations and individuals the opportunity to stimulate dialogue through TED talk TEDx wanted their audience to connect with each other to build upon ideas they had heard in the room. Increasingly, come the intermission, audiences buried themselves in their smartphone or tablet, not connecting with their peers in the room.

How the final design was conceived

We turned TEDx’s 1072 square meter theatre into a giant, real-time emerging topics trending engine. We installed an array of directional and parabolic mics throughout the theatre. Each line-out connected to a dedicated speech-to-text-engine. Taking snippets of conversations spoken live from the theatre, and generated a live visualisation portraying ideas in the room. "What Twitter Would Look Like, Without A Laptop Or Smartphone”. - FastCompany The audience was freed from their devices to converse and build upon the ideas in the room. The visualization generated a live topic feedback-loop on the big screen, an online hub captured topics for later.

Indication of how successful the outcome was in the market

• Galvanised the room generating hundreds of conversations, the organisers were also able to instantly gauge how the audience were connecting to talks, what captured the imagination of the room and shape their online talk promotion strategy immediately. • The stunt was broadcast to live millions via ABC and a live TED YouTube stream. • Captured the imagination of the internet sparking over 35,000 online conversations in days. "Prepare to be stopped in your tracks because this is off the hook". - It's Nice That "The Future of Social Media" - HUHMagazine "The World's First Spoken-Word Trending Engine" - SohoHouse

Credits

Name Company Position
Paul Nagy Clemenger BBDO Sydney Executive Creative Director
James Theophane Clemenger BBDO Sydney Creative Director
Denise Mckeon Clemenger BBDO Sydney Executive Producer
Jonathan Gerard Clemenger BBDO Sydney Producer
Reel Steel/Joel Hauer Clemenger BBDO Sydney Copywriters
Justin James Claydon/Kyle Mcdonald Clemenger BBDO Sydney Programmers
Anthony Tiernan Clemenger BBDO Sydney Sound Design
Lucas Vazquez Clemenger BBDO Sydney Editor
Toby Royce Clemenger BBDO Sydney Online
Claire Aelxander Clemenger BBDO Sydney User Experience
John Knutsson/Joshua Brown Clemenger BBDO Sydney Web Development
Small Multiples Data Visualisation
Viocorp Technology Infrastructure