Lights, Camera, Action
For those passionate about cinematography, a duo named the Lumière Brothers are likely familiar. Credited as ‘pioneers of cinema’, Auguste and Louis’s invention called the Cinématographe in 1895 was a giant leap forward and set the stage for the movies we all enjoy today.
Able to record, develop, and project motion pictures, its first film, La Sortie des ouvriers de l’usine Lumière, is widely seen by many as the world’s first film. However, this is not the case with the milestone actually achieved in 1888 by the lesser-known Louise Le Prince. Shot in Leeds, Yorkshire, his film, which we have linked below, lasted 1.66-seconds and features his family members pressing around in a circle in the garden.
Amazingly, it wasn’t until 1941 that Bulova Watches used video for the first time as a successful marketing medium. Shown before the first pitch of a baseball game, Bulova’s decision would transform the advertising industry forever.
Click here to learn more about the power of video.
Fruitful Thinking
Did you know that Valencia in Spain is famous worldwide for its oranges? First introduced to the region way back in the 10th century, locals would plant the trees as a decoration thanks to their stunning appearance and fantastic smell. And, with the export or commercial value of the fruit no interest back then, locals planted the trees throughout the city, in locations they have remained to this day.
However, despite the plant’s beauty, their location has posed one or two problems to today’s metropolitan Valencia. The most prominent of these being what one should do when the oranges inevitably begin falling to the ground below.
Drawing on elastic thinking to solve the problem, workers modified a tractor with a bat-wing-like net which unfurls around trees. As depicted in the video linked below, you can see the net catches the oranges without the mess when shaken hard enough.
View it in action here
A-Pillar to Elastic Thinking
Did you know there are four plinths in London’s Trafalgar Square, flanking Nelson’s Column in the centre? One is dedicated to General Sir Charles Napier, one to Major General Sir Henry Havelock, and one to Geroge IV. However, Trafalgar Square’s 4th plinth, originally intended for King William IV, was actually never finished, remaining vacant for 150 years.
Then, in the 1990s, the Royal Society of Arts had the idea to fill the space with contemporary art. A huge hit following its launch in 1999, the plinth has since hosted the inspired work of 14 different elastic thinkers.
So, next time you visit the capital, stop by Samson Kambula’s Antelope, which will reveal itself in September 2022. Or, look below to see some of our favourite works to sit atop the 4th plinth.
A Night in with Van Gogh
It’s probably no surprise that some of the world’s greatest ever elastic thinkers were artists. Dutch post-impressionist Vincent Van Gogh fits this mould perfectly, with the painter’s landscapes, still-lifes, portraits, and self-portraits on show worldwide. Known for his use of bold colours and dramatic brushwork, his passion and technical skill inspire artists to this day.
However, on this occasion, we aren’t just celebrating Van Gogh’s creativity but also that of the Art Institute of Chicago. While hosting the artist’s work in 2016, their promotion of the exhibition garnered quite a bit of attention itself.
Partnering with Airbnb, the exhibition’s campaign saw Van Gogh’s famous Bedroom in Arles recreated in the city’s River North Neighbourhood. Bringing the piece to life in a modern-day apartment, a night stay came at a very reasonable rate of $10. A forward-thinking partnership and a creative idea befitting the man himself, it would result in a 250% increase in online ticket sales for the Institute.
Times Square in 3 Dimensions
An advertising mecca since Longacre Square became Times Square in 1904, the appeal of its bright lights has never diminished for tourists and brands. Home to the world’s most expensive collection of billboard advertising, did you know that the crossroads offers brands approximately 500,000 daily impressions? However, we aren’t here to discuss the pros and cons of Times Square; that’s a topic for another day.
Love it or loath it, Times Square stands still for no one, with its ever-changing billboards as the backdrop to rarely identical pictures. Challenging the meaning of out-of-home advertising, competing brands have no choice but to think elastically and push the boundaries of what’s possible. From Nissin’s and its steaming Cup of Noodles to Coca-Cola’s largest-ever 3D billboard, brands have pushed the limits.
However, we are here to celebrate a more recent billboard that launched Star Wars: A Book of Boba Fett. A creation for Disney on behalf of the incredible folk at Industrial Light and Magic and LG’s OED Space shows the famous character appearing and surveying the activities of those on the street below. A remarkable brand experience for fans of the franchise, it optimises the value that Times Square can brands offer.
Click here to check it out.