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twofifteenmccann Crafts ‘#ThumbMoments’ for Pandora

twofifteenmccann have created a new campaign for online radio service Pandora, entitled “#ThumbMoments.”

Users of the service typically give a song a thumbs up to favorite a song, and a thumbs down to not hear the song on their station again. But on September 5th, twofifteenmccann and Pandora made the thumbs up much more meaningful. Fans who favorited a song by Lindsey Sterling, the song was interrupted by a live message from the star, followed by a one-on-one concert for the fan. Over the course of three hours, Sterling performed seven of these concerts for Pandora listeners. Their reactions form the backbone of the new online campaign, which debuted today.

The emphasis on the thumbs up emphasizes one of the service’s more recognizable features, and allows for Pandora to surprise fans of other artists with similar concerts in the future. Indeed, The New York Times reports that future “commercials will follow the same format, but Pandora declined to name participating musicians.” Additionally, hitting thumbs up for certain (unspecified) artists in the future will result in fans receiving “thumb gifts,” such as signed instruments.

“It was very emotional for listeners, and very emotional for Lindsey, too, because she could see them one-to-one in a way that she doesn’t even get to in a concert,” James Robinson, chief creative officer of twofifteenmccann, told The New York Times of the campaign. “She could see what her music meant to these people.” Read more

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The Sweet Shop Directors Team Up with Google Creative Lab for Cube Project

The Sweet Shop directors Steve Ayson and Damien Shatford teamed up with Semi-Permanent and Google Creative Lab Sydney to create a project demonstrating the capabilities of the new Google Cube.

Tasked with utilizing the Cube — a “six-sided display that integrates motion technology to offer its audience members an active role in the storytelling process” — to tell a unique story in a never-before-seen way, Ayson and Shatford rose to the occasion with an innovative approach. They crafted a narrative “in which the six sides of the Cube would be used to tell a series of short stories in which the characters move across each side of the device, each experiencing their own adventure while simultaneously becoming the heroes, sidekicks, and villains of their neighbor’s worlds.” Intriguingly, the six sides of the Cube each correspond to one of the seven major narratives of literature (ie. tragedy, comedy, etc.), while also completing a cohesive, unified story. Read more