In the world of creativity, if you're not starting a fire, then what's the point? So, we've created a portal to celebrate the most revolutionary and thought-provoking ideas we're seeing in the world today. Some are ideas we've recognized from others and we're tipping our hats to, and others are ones we thought of (go figure). Either way you cut it, you won't find a dull moment here, and hopefully we've inspired you to start your own fire.
This summer, Live Nation, Pepsi, TerraCycle and Canopy teamed up to generate fan excitement and help increase the recycling rate of plastic water bottles and aluminum cans at Live Nation venues.
The experience included two new interactive bin concepts developed by Pepsi and TerraCycle that help “game-ify” recycling. Concert-goers at the Jones Beach Amphitheater over the course of 5 shows (Dave Matthews Band, Train, and others) were encouraged to join in on the fun, and boy did they!
As agency of choice, we were completely focused on getting fans to not just engage in the game, but more importantly, to understand the importance of recycling. And while rewarding them with tangible prizes for their involvement was great, the emotional reward of helping sustain the health of our world was that much more.
“It’s great to work with a team that focuses on not just doing the activation, but one that proactively looks to refine and improve it as it’s live. Canopy’s team was able to do this in more ways than one. Always thinking of ways to engage and educate. Making for a very successful pilot with Live Nation and TerraCycle.” says Lawren Cooper, Manager, Environmental Sustainability at PepsiCo
Every once and a while, we get the opportunity to create things that have a purpose. Well, recently we were lucky enough to be able to do this in collaboration with two amazing brands, the NBA,Mountain Dew and Pepsi Recycling.
At this year’s NBA All-Star Weekend in New Orleans, we developed and introduced ‘Recycle & Recharge’, an interactive experience designed to educate consumers on the importance of recycling.
The trick with this activation was to get people excited and engaged through gameification. So, we turned recycling bins into basketball hoops on one end, and had them partake in a shootout to win prizes. And on the other end, we setup a “green” screen, where they could show off their dunking skills, and then share through social media.
The result: over 3,000 participants and premiums distributed, with an estimated 85,000+ views on social media. And more importantly, an experience that left people smarter on what it means to recycle.
With this, and other upcoming initiatives just like it, we hope to use our creative thinking to broaden awareness for environmentalism, and continue to make recycling a slam dunk!
What Sparks Our Fire? Working with great brands to create ideas with a purpose, and leave an everlasting impression. What about you?!
As marketers, we are mostly programmed to SELL, SELL, SELL! However, in this day and age, it seems it’s more effective to serve. Recent studies (according to us) show that consumers are more interested in receiving information that will educate and enrich their lives. They want a story. Content. An experience. Something usable beyond just a “buy this now!” call-to-action.
To do this, we must think about our engagement strategy, and look for ways to immerse our audience in the brand, rather than simply sell it. We must tap into the emotional sensibilities, and bring their normal, everyday experience to life in a way that serves a bigger purpose — to create an unbreakable bond, that ultimately results in sales.
Here are some ways this is being done…
Virtual Reality: Create a new world to experience your brand (Check out what Tom’s did)
Augmented Reality: Bring the retail experience to life wherever you are (See how the IKEA Catalog enables you to place furniture in your space before you buy it)
Bots: Brands becoming personal assistants (Casper gives you someone to talk to on those sleepless nights)
There are many partners out there specializing in these methods (Blippar, LSTNR, Moth+Flame). And if you want to proactively bring new, impactful ideas to your clients and consumers, we suggest you tap into them.
So don’t get stuck in the world of selling. It’s a one-dimensional way to drive engagement and conversions. Change your approach. Be multidimensional, it will serve you well.
What Sparks Our Fire:Taking the initiative to find new ways to turn simple ideas into ones that serve a bigger purpose.
Developing countries have a problem: roughly 20% of the world’s population lacks access to electricity, and kerosene lamps are both dangerous to the environment and hazardous to health.
GravityLight, whose motto is “Doing more with less,” has come up with a clever new way to bring light to poverty-stricken rural areas–without electricity. The lamp operates on gravity, by using the falling motion of a weight to one side to generate light. It began as a project on IndieGogo, and launched in 26 different countries. Now, after crowdfunding almost $400,000 (that’s 727% of its original goal funded), the company is releasing a redesign, which includes a sturdier, less breakable shell, a lighter weight, and a new pulley system.
Best of all, the lamp only costs $20, but will provide free lighting to families all over the world. This proves valuable in places that are generally without electricity, or “off the grid,” or too poor to pay for it. Not to mention that it conserves natural resources, which is always a plus.
What Sparks Our Fire: Creative design that helps move the world forward.
Sustainability has been a growing trend in business for years now as climate change becomes a more prevalent threat, however, now technology companies especially have realized that sustainability is a good investment.
Sustainability “ensures business continuity by conserving resources,” and now more than ever, economic and environmental sustainability are vital to businesses’ longevity and productivity.
In 2014, Unilever CEO Paul Polman declared that climate change-related natural disasters are costing Unilever at least $300 million a year. To combat this, several companies have come up with ways to conserve energy and other natural resources.
Creating environmental products is one such step. Samsung, for example, has taken the lead and released a solar-powered laptop, as well as three “green” mobile phones made of corn starch bioplastic and have energy-efficient chargers and recyclable packaging.
In order to ensure the future of the planet–and technology–it’s up to other companies to follow in Samsung’s small carbon footprints.
What Sparks Our Fire: Companies taking on a greater accountability for their sustainability and making moves to make sustainability a universal practice.