Cannes Lions

MIMEISTHAI

CLEMENGER BBDO SYDNEY / TEDX SYDNEY / 2013

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Description

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 statement of Editorial Policies states: 'The ABC is conscious that its audiences value the ABC's role as a non-commercial broadcaster and its non-commercial style'.

Execution

We turned the 1072 square metre theatre at TEDxSydney into a giant, real-time emerging topics trending engine. Think Twitter, without the need for the smartphone, laptop or tablet - all you

need to do to trend a topic... is speak. How? Parabolic microphones were placed around the room so they could capture the hundreds of conversations taking place amongst the audience of 900 thought leaders in the auditorium.

Mimeisthai's algorithm isolated and analysed the conversations, bringing them to life. Key phrases then appeared as graphic art on the main screen, visualising the spread of ideas across the room.

Outside of the theatre, the experience was broadcast live to millions via ABC and a TED YouTube stream.

Outcome

- Broadcast live to millions via ABC and a TED YouTube stream.

- Galvanised the room, generating hundreds of conversations.

- 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.

- 'The Future of Social Media' - HUH Magazine.

- 'US version please. Simple idea, amazing creative.' - Grand Central Magazine.

- 'A New Social Era?' - Zé Studio.

- 'Genuinely one of the most interesting things I have ever posted.' - Rob Alderson, Editor-in-Chief. It's Nice That.

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