MIMEISTHAI

Short List
TitleMIMEISTHAI
ClientTED TALKS
Product/ServiceTEDX SYDNEY
CategoryA06. Best Use or Integration of Experiential Events
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company:CLEMENGER BBDO SYDNEY, AUSTRALIA
Contributing Company:CLEMENGER BBDO SYDNEY, AUSTRALIA

The Campaign

The ABC (Australian Broadcast Corporation) as a public broadcaster is prohibited from broadcasting advertising and so commercial references in other forms are also not acceptable. The ABC’s governing statute and its editorial policies spell this out. The spirit of these prohibitions is reflected also in the ABC’s statement of Editorial Policies, when it says: “The ABC is conscious that its audiences value the ABC’s role as a non-commercial broadcaster and its non-commercial style”. ABC must maintain editorial independence.

Results

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. Think twitter, except without the need for a smartphone, laptop or tablet - to trend a topic all you need to do…is speak. 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, and an online hub captured topics for later.

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

• 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 "Leave it to the Aussies to bring the art of conversation back in to the real world" - Really New Media "The Future of Social Media" - HUH Magazine "The World's First Spoken-Word Trending Engine" - Soho House "A New Social Era?" - Zé Studio "Genuinely one of the most interesting things I have ever posted on the site." - Rob Alderson Editor-in-Cheif It's Nice That "US version please…Simple idea, amazing creative." - Grand Central Magazine

Credits

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