Kyoorius 2013: ‘The problem isn’t with man or machine but in the communication between them’

IAA Kyoorius Digiyatra 2013, which preceded the Kyoorius Designyatra 2013, saw Joao Cardozo Fernandes, founder and creative director, Isobar, urging people in the digital and design fields to keep it ‘simple’ with some anecdotes.

Fernandes said, “I became a designer because of constant fighting with my VCR. VCRs promised to record TV shows when you’re not at home, but I needed to be Einstein to make it work. I realised the problem wasn’t with me or the machine, but it was a problem in communication between ‘us’. So, I learnt to create change to improve relations between man and machine.”
What clients want...

“Clients want to attach their brands with people in meaningful ways,” said Fernandes, making the point with three case studies from Isobar offices around the world.

Polskie Radio

Isobar Poland was tasked with promoting Polskie Radio (a radio channel in Poland) at the largest science fair in Europe.

The agency approached this by printing the ‘most world-changing recordings’ of the 20th century using a 3D printer, so visitors could literally touch the sound.

View the case video here:

#TheReturn

Adidas had worked on the launch of its ‘DRose’ (named after basketball player Derrick Rose) basketball shoes for close to six months. Just before the launch of the shoes, Rose was injured and would be kept out of the game for a lengthy period.

Isobar had to rethink the entire campaign for a player who would be sitting on the bench instead of featuring in the games. The agency took a day and came out with a way to create the rise together (shoe launch and the return of Rose). It filmed a real time recovery documentary featuring Rose, his fans and his recovery. This increased Adidas’ online traffic by 400 times and sales targets were met in three weeks. Fernandes attributed the success of the campaign to ‘everything kept very transparent’.

View TheReturn video here:

#SkyRec

The third case Fernandes cited was a campaign by Isobar for Sky Brazil’s set top box.
Sky TV’s goal was to make sure nobody missed a key HDTV programme. Isobar executed this by making the hashtag (#) on Twitter a record button.

Sky tweeted out the programme schedule and people who wanted the show to be recorded needed to retweet by adding a #SkyRec. The service was free and the user had to integrate his Twitter account with Sky’s website to use the same.

View the case here: