Thursday, December 16th, 2010
Here’s a great little piece that TAXI Amsterdam produced for one of their clients as their xmas greeting. A simple idea nicely executed with very little budget and time. Nice work guys. seasonsgreetings.boekeldeneree.com
Tuesday, December 14th, 2010
About a year ago we began working on a book that would share our TAXI credo DOUBT THE CONVENTIONAL. That philosophy obliges something out of the ordinary and we are pleased to be able to invite you to judge for yourself.
The self-published book presents 12 insights into “how to” use doubt as a catalyst for change. A cocky little character called DOUBT delivers these insights.
DOUBT’s teachings are supported by contemporary DISCIPLES OF DOUBT whose stories attest to the power of unconventional thinking to bring about positive change and range from classic game changers like the Sony Walkman and Fuzzy Logic to less heralded discoveries like Y-Chromosomal Adam and the Intensive Care Checklist.
Sir Martin Sorrell, CEO WPP commented, “If this book fails to disturb its readers, its authors will be deeply disappointed. Only the most blinkered traditionalist will fail to benefit.”
Simultaneously TAXI will launch doubttheconventional.com where believers in doubt can submit their own case histories of unconventional innovation. The goal is to inspire creative thinking everywhere.
Nicolas Negroponte Founder, Chairman Emeritus, Massachusetts Institute of Technology’s Media Lab; Founder One Laptop per Child Association (OLPC) stated “I had two minutes and 20 minutes later I found myself on the last page.
I cannot resist saying: I do not doubt: doubt is do.”
The book is an easy fun read, each story is less than 250 words and supported by beautiful graphics. Finishing Size: 6”w x 7”h, Number of pages: 110 text pages + 4 page cover. The book is available for purchase this week and can be previewed at amazon.com
Paul Lavoie, TAXI Founder and Chairman is engaged in a speaking tour to promote the book among creative and business audiences with a combined live and digital presentation.
Thursday, December 9th, 2010
It really is the last thing you’d expect while walking down the street after work – a giant, fully interactive Mini “vending machine” projected onto an unused space in the urban landscape.
Installed in five locations in downtown Toronto, the projections ask passersby, “Which Mini are you craving?” and display nine different models alongside traditional vending machine codes (i.e. B5). Viewers are asked to “Choose a Mini” and text its code to 24680. Depending on which Mini is chosen, a corresponding animation is launched showcasing the model chosen and its features. When it’s finished, the participant is texted a message inviting them to check out Mini’s Facebook fan page.
The idea and creative for the projection was developed by Mini’s AOR, Taxi 2 in Toronto and executed by The Media Merchants, also of Toronto. Media was handled by Media Experts. Video of the installation can be seen here.
“I loved it,” said John Cappella, director, Mini Canada, this morning when asked his reaction to Taxi 2’s pitch. “It was exactly what we were looking for – our advertising is designed to be as fun as the driving experience itself.”
The projections went up on Dec. 3 and are part of Mini Canada’s ongoing campaign to promote its 2011 models, an effort that started in September. It is not the first time the brand has done a night-time projection, but it is the first time the projection has been interactive, Cappella says.
Reports on engagement are not yet available for the installations, but the brand likes the idea so much it is considering folding it into some of its high-profile event sponsorships in 2011, which include sponsorship of the Burton Canadian Open snowboarding event in Alberta.
“This is a concept and an idea that is very unique for Mini,” Capella elaborates. “How many brands can do something like this? It really ties into the fun factor of driving a Mini, and it really ties into the customization… [those] are two key components of the vehicle, and the brand, and we wanted our advertising to communicate that.”
In addition, Mini elves armed with iPads will be hitting Toronto streets today stirring up festive spirit and looking to engage people with its Facebook page.
Strategy Magazine
-Katie Bailey
