Jefferson Hack the System|短视频|广告营销案例【ADGuider广告指南】

杰斐逊破解系统

案例简介：活动描述我们希望杰斐逊 · 哈克的回顾不仅仅是为过去做的事情。我们希望它重新发明他的档案，作为未来出版的画布。我们创造了我们不能单独做到这一点，杰弗逊破解了系统，一本书有 5000 个独特的封面。与柯达合作，我们破解了以前为超个性化营销创建的算法，并用它将这本书的页面相互合并，生成 5000 个组合，成为 5000 个封面:每本书都有独特的封面。虽然大多数回顾用他们的封面来展示某人最好的作品，但我们用我们的封面来做杰斐逊一生都在做的事情: 将媒体推向未来。此外，在书里,我们把杰斐逊最具标志性的名言变成了 25 个原创设计，作为下一代的灵感 -- 这些超越了这本书，并在世界各地展出。执行它被认为是由不同元素组成的活的有机体，被设计成 “在物理书籍对象的范围之外” 生活。它从 5000 独特的封面开始，这是由黑客开发的柯达算法，以前用于创建超针对性的营销材料。该算法是为了合并信息而构建的，但是我们没有瞄准数据，而是输入了所有的书的页面，并编程将它们随机合并到一起, 制造混乱，完全不尊重档案不可触及的概念。为了加强这一点,我们以分析的准确性对待书中的档案部分，在其历史背景下仔细地将作品进行语境化。第三个元素，25 个口号，被视为独立的海报，彼此完全不同,每一个精心制作的 -- 通常是手工制作的 -- 都是为了提醒新一代人在创作过程中错误和缺陷的力量。概要当杰斐逊 · 哈克 -- 有远见的出版商、杂志《茫然与困惑》的创始人、另一个人和现在者 -- 被邀请创作一本书 (5000 版) 作为他职业生涯的回顾时, 一个挑战出现了: 一个职业生涯的人应该如何思考未来，如何处理一个项目,根据定义，专注于过去？结果这些书在全球有很大的新闻，amongst 不同的行业。从涵盖发布的出版行业，到涵盖算法被黑客攻击方式的技术行业，再到涵盖 5000 封面创意的印刷行业, 涵盖海报的艺术行业和涵盖海报生成的 t恤收藏的时尚行业。海报本身在巴黎、 Instanbul 纽约和东京以及伦敦的蛇形萨克勒画廊展出，其中两张海报是由英国保持运动 -- 官方的安图 · 英国退出欧盟运动挑选的。这让这个项目更加引人注目，意味着新的影响力，海报在《卫报》等出版物中占据了中心页面。所有相关各方，里佐利、柯达和茫然的媒体都经历了惊人的结果。战略杰斐逊的工作一直是挑战现状。从一开始，他就站在独立媒体的前列。他开创了杂志作为社区的想法: 他的工作一直有一个集体的焦点。因此，我们没有写一本关于个人过去的书，而是写了一本关于一代人未来的书。我们把这个项目变成了杰斐逊之后 20 年的一代人的宣言，似乎过着同样的 “朋克实证” 的创造精神。

杰斐逊破解系统

案例简介：CampaignDescription We wanted Jefferson Hack’s retrospective to do more than just pedestal the past. We wanted it to re-invent his archive as a canvas for the future of publishing. We created We Can’t do This Alone, Jefferson Hack The System, a book with 5000 unique covers.In collaboration with Kodak, we hacked an algorithm previously created for hyper-personalized marketing, and used it to merge the pages of the book the into each other, generating5000 combinations, that became 5000 covers: a unique cover for each copy of the book.While most retrospectives use their covers to of pedestal someone’s best piece of work, we used ours to do what Jefferson has been doing his whole life: pushing media into the future.Moreover, inside the book, we turned Jefferson’s most iconic quotes into 25 original designs as inspiration for the next generation- these transcended the book, and were exhibited around the world. Execution Conceived as a living organism of different elements, it is designed to live ‘outside the confines’ of the physical book object. It started from the 5000 unique covers, which were developed by hacking a Kodak algorithm previously utilized to create hyper-targeted marketing material. The algorithm is built to merge information, but instead of targeting data, we input all the book’s pages and programmed it to merge them randomly onto each-other, creating chaos that completely disrespects the notion of an archive being untouchable.To enhance that, we treated the archival section within the book with analytical precision,to contextualize the work meticulously in its historical context.A third element, the 25 slogans, are treated as independent posters, all completely different from each-other, each crafted – and often physically hand crafted – are there to remind the new generation about the power of the mistake and imperfection in the creative process. Synopsis When Jefferson Hack– visionary publisher, founder the magazines Dazed & Confused, AnOther, Another Man and Nowness – was invited to create a book (edition of 5000) as a retrospective of his career, one challenge presented itself: How should someone who built his career thinking about the future, approach a project that, by definition, focuses on the past? Outcome The books got major press globally, amongst different industries . From the publishing industry which covered the launch, to the technology industry, that covered the way the algorithm was hacked, to the printing industry which covered the 5000 covers idea, to the art industry which covered the posters, and fashion industry, which covered the collection of t-shirts generated from the posters. The posters themselves were exhibited in Paris, Instanbul New York and Tokyo and in London at the Serpentine Sackler GalleryLater, two of the posters were selected by the Britain Remain campaign– the official antu Brexit campaign. That gave the project an even deper meaning new reach, with the posters reaching the center page in publications like The Guardian.All parties involved, Rizzoli, Kodak and Dazed Media experiences amazing results. Strategy Jefferson’s work has always been about challenging the status quo. From the very beginning, he has been at the forefront of independent media. He pioneered the idea of magazines as communities: his work has always had a collective focus. So instead of creating a book about the past of an individual, we created one about the future of a generation. We turned the project into manifesto for a generation that 20 years after Jefferson’s own, seems to be living the same creative spirit of ‘punk positivism’.