Twitter is excellent at keeping me up to date with good work, bad work, cats, public transport being crap, stuff I should know about but can't possibly absorb, photos of lattes and occasionally great work. This is definitely the latter, via @willy_mix (Will Pyne ECD at Holler)
The creative thinking on this piece is fantastic. Watch the video first:
The idea is very unexpected. The agency could have thought let's make a beautiful film highlighting the problem, lets give the people electricity for the first time and see what they do with it, lets use the electricity of the worlds social networks and funnel it into a sub station in sub-saharan Africa so we can all feel good about posting crap online.
No. They decided to test themselves. To how hard it is to live without electricity ourselves and make a campaign without it.
Screw today's modern world of full HD, internet, social media, shareable, gameified, viral, multi-channel, multi-orifice, burrowing into your brain leaving you a drone crying at the futility of it all.
Thank goodness for this. Entirely made by hand; they made the paper, printed it manually, write the theme tune, sing the theme tune...YES, this layers empathy on top of craft on top of reality on top of genius. It's beautifully made, challenging and made me think about it beyond it just being lovely on its own. Imagine every day not having electricity. No checking Facebook, no checking what the weather is going to be like, no uploading pictures of your cat's meaningless life. Because it was hard to make i'm left thinking how easy we've got it. Job done.
Where did they find the facility to edit that 8mm? I wonder if there is anywhere left in soho that could process it. Of course this is how everything used to be made, but nostalgia as we all know has cut-through. Awards should be heading their way.