Mini + Vice – All the Wrong Places does Tokyo

Mini has struck up a great collaboration with youth lifestyle publisher/digital brand VICE.  A great example of a brand that ‘gets’ the need to create cool cultural content for youth.

They’ve created an a web content series called ALL THE WRONG PLACES comprised of 5 mini doco’s showing adventures in culturally cool places around the world. The narratives dip into diverse subcultures, the first being in Tokyo, looking at the Dekotora Trucks subculture. The stories are mission based requiring the help of a Mini and  Co-pilots are being  selected via the Facebook page. Wiht 2.5m FB fans, engagement levels should be high.

I like this idea, I think it definitely taps into Mini’s target audience of ‘ independent free spirited travellers with an appetite for creativity and cultural’.

Episode 1 is pretty cool, great production values although I was kinda hoping for a little more. Will be interesting to see the social media engagement on the Facebook page unfold. Reminds me a bit of the Telstra Sushi Plane idea we created in 2010 whereby we sent 14 Aussie teens/20 somethings to Tokyo on cultural and digital adventure, using Tokyo as a live test environment for the new HTC smartphones.



Telstra Sushi Plane content goes live

I’m really proud to say that our Telstra Sushi Plane content has gone live. It’s great to see the effort by our team here at DDB Sydney come to fruition. 

 We sent 14 young Aussies to the home of pop culture Tokyo to take part in a reality game adventure which mashed the latest technology with crazy Japanese culture. All in a bid to create a live ‘test environment’ for the exclusive HTC smartphone’s  on Telstra’s Next G network, showcasing real people engaging with technology in a crazy environment.

You can follow the story here.

The guys and gals qualified for a seat on Sushi Plane by winning the ‘Manga Me’ (create your own Japanese superhero avatar) Facebook competition back in June/July.

The lucky 14 were paired up into 7 teams to compete in the Sushi Plane challenge in Tokyo –  think Japanese gameshow techified.

The entire experience was powered by the fantastic HTC Desire phones and Telstra’s Next G technology. It was all about creating an immersive experience for these lucky 14 and capturing the content from the live gaming adventure.

The teams competed in three challenges as well as several Augmented Reality Bonus challenges to see who’d be crowned Sushi Plane champion.The three challenges were:

Tokyo Adrift

Megapixel Sumo

Sushi Pain

This is a short video introducing the Sushi Planers

Check out the Sushi Plane content here

Thanks also to SET Japan, Naked Sydney, Mango for collaborating with us on this project. – what you get when you cross a free cab ride with karaoke

Am proud to say that last weekend marked the launch of our first idea for Telstra. We call it Cabbie-oke – a culture mash between karaoke and free weekend cab rides.

We wanted to create an experience for the youth of Sydney and Melbourne which was both entertaining, useful and a little surprising.  So we created Cabbie-Oke, a heap of kitted out Cabbie-oke cabs offering free cab rides with a twist every weekend in Sydney and Melbourne. All you have to do is take a breath and belt out a tune for your free ride home (or to the next party).  

We got ‘Sensitive Cabbie’ to get the ball rolling.

For added fun, the ‘bands’ (performers in cabs name their band) have their videos uploaded to the Cabbie-oke youtube channel and every week limited edition Cabbie-oke Xbox 360’s are given away for the best performances who will join the ‘Cream of Cabbie-Oke’.  People who vote on get a chance to win a Nokia E71.

So far, we’ve had some belting performances..some good, some really really bad, but everyone seems to be getting into it.

Here are a selection of some of the bands who got their groove on:

Shake 2 Much

Gang On

Cheeky Possums

Coconut Dreamz

Full bodied yeast infection

And to prove we’ve got a few elderly fans, check out ‘Wounder Bread’ going solo

Give your Mum a Digital Makeover

I don’t talk about my agencies work too often, but I’d love to share with you some work we’ve just launched for Telstra. It’s the Mum 2.0 idea, whereby we’re giving Mum a ‘digital makeover’ via some simple do’s and don’ts of social networking delivered by online tutorials.  On Facebook kids can share their experiences and tips for parents in social networks. We wanted to provide some real utility for Mum but do it in a playful way that’s not your typical Telstra campaign.

Here’s a couple of the short online tutorials

For the rest of the tutorials check out the youtube channel just launched.