The corporate challenge is a 3.5 mile long running race, and will be held in central park on Wednesday, June 4th at 7:00 PM. Every year the race is organized to not only promote general workplace fitness, but also to benefit non-profit organizations like the Central Park Conservatory. if you’re feeling adventurous, you can take a look at a video from last year’s race to get a feel for the fun atmosphere that surrounds the whole event.
It has been a long-standing Saatchi & Saatchi tradition to have an excellent and enthusiastic turnout, and we expect this year to be no exception. Whether you’re a serious runner, a novice, or just want to cheer on your friends, we want you out there!
Check out America’s Bureau Chief of Monocle Magazine, Santiago Tarditi from Last Fall’s 7×7
Saatchi & Saatchi presents our 9th edition of 7×7 on May 6th during Creative Week at Stage 37 in Mid-Town. Creative Week is the preeminent festival showcasing the intersection of advertising, innovation and creative thinking, and this year’s theme is “ideas for the greater good”.
The idea is simple – Seven people from seven different backgrounds each present for seven minutes. It’s fast, engaging and fun. Check out what went down at our last edition of 7×7 here, and you can look at some of our past presentations on our Youtube channel here. Stay tuned for when we announce our lineup of amazing speakers!
As Punxsutawney Phil had predicted, there were six more weeks of winter here at the Saatchi NY office. But now that it is officially spring as of last Thursday, we all decided to do some spring cleaning to clear up the clutter as the weather warms up. Check out some of the epic piles on their way out!
Our stream of creativity and content will certainly continue into spring, we just wanted to tidy up the edges as the city thaws. Depending on your preference – contemporary, classic or comical – here are three people that said it best:
“There’s so much room for activities!”
-Will Farrel, Step Brothers
“It does not come to me in quite so direct a line as that; it takes a bend or two, but nothing of consequence. The stream is as good as at first; the little rubbish it collects in the turnings is easily moved away.”
-Jane Austen, Persuasion
“If you’re going to make rubbish, be the best rubbish in it.”
SXSWi attracts a multitude of “cool stuff.” Most of it arrives in Austin courtesy of brands. Some of it is off-beat, others have shock value, and not all (or even most, some might say) are successful. One thing you can count on is that everyone comes to SXSW expecting something beyond the usual experience. If a brand thinks they’ll make an impression just by showing up – they’re in for a big disappointment. After all, this is Texas we are talking about, and everything is bigger in Texas.
In such a crowded field, a post card or pamphlet ain’t going to cut it. People want to experience something new and exciting, something that they can tweet, post, blog, and write home about…at minimum at least something they can take a selfie in front of!
Which brings us to a few questions brands should use to tailor their SXSWi efforts – How can we simultaneously make this exciting and representative of our brand? How can we get on the highlight reel? And how can we make this show up in our bottom line? The most successful companies at SXSWi were able to go big, bring a little Texas flavor, and answer these three questions with authority. Here’s a few of our favorite examples from last week.
MARIO KART COMES TO LIFE
Pennzoil teamed up with Nintendo’s Mario Kart franchise to bring one of the most creative and exciting exhibits to the crowds gathering in Austin. Using RFID chips and a GoPro, participants were encouraged to summon their competitive spirit and race each other around an outdoor track in Mario Kart inspired go-carts. The object of the game is to gain power ups by running over giant stickers on the asphalt that speed up the cart and propel you to victory.
With the release of Pennzoil’s new motor oil made from natural gas, what better way to introduced motor oil reimagined than to create an experience in line with the iconic series’ latest version (Mario Kart 8). Not only was this exhibit fun for all ages, the brand recognition and future sales gained might be priceless.
TO CATCH A CHEVY
For our money, Chevrolet walked away the winner of the whole SXSWi experience. If you weren’t already a Chevy fan, you certainly left Austin with a new opinion of the brand. Not only did they have recharge stations for phones and fantastic displays of their most attractive vehicles (looking at you, 2014 Corvette Stingray), they also let attendees drive some of their new cars with the “Drive a Chevy” promotion. You could drive anything from a Volt to a Camaro, and got a free T-shirt to boot.
Being South-By, plenty of people were in no condition to drive, Chevrolet also (smartly) provided a “Catch a Chevy” fleet of around 50 new Impalas to work as an Uber-esque tweet-powered car service (except, you know, free).
So basically, the reason Pennzoil, Mario Kart, and Chevrolet were successful wasn’t just because they were some of the largest displays at SXSWi (although that didn’t hurt). It’s that they were able to retain brand relevance and feel larger than life. Chevrolet took over Austin because their product is huge, but Pennzoil and Mario Kart just needed to make their products come to life.
So next year keep this in mind: The difference between success and failure at SXSWi isn’t free swag. It’s a brand’s ability to create a memorable experience that will keep people talking long after they’ve left Austin.
The day two keynote speaker was the famous astrophysicist Dr. Neil Degrasse Tyson – contemporary flag bearer for all things space.
Neily-T has made a name for himself with his always interesting and often hilarious podcast Star Talk, but he was in Austin draw attention to the release of Cosmos, a 13 episode journey to the edge human knowledge as we discover our place in the universe – which debuted on Fox last Sunday. He seemed to have a good grip on the average SXSWi attendee, and his talk was squarely aimed at the curious explorer and dreamer types who are already familiar with who he is and what he represents. The theme of the day – Remain forever curious, and never lose your child like wonder.
And wonder is something he has in large supply. He’s excited about stars, dark matter, and the possibility of aliens no matter the weather, day in and day out – with no sign of waning enthusiasm.
TALKING SMACK ABOUT RED BULL
One of his most entertaining moments came at the expense of daredevil and Red Bull spokesperson Felix Baumgartner. Tyson took out a beach ball sized inflatable Earth and pointed out that if the Earth he was holding was to scale, Felix’s jump would have been about 3mm off the surface. He also noted that Felix used a wide angle lens to make the curvature of the Earth seem greater than it actually is at that height, to which the crowd exploded in laughter.
We all know that Felix’s 39 km sky dive was amazing, a feat that no other human has accomplished. What Dr. Tyson was demonstrating was that in order to make the next great discovery, we have to put humans and what we do into perspective. He dared the crowd to both think outside the box and to (literally) take the plunge into deep space.
FOR THE FUTURE
He may balk at the simplicity of gravity when it comes to massive objects in space, but it’s undeniable that Neil commands the same kind of gravitational pull when he speaks. in his mind (and if we’re being honest, in real-life) science education is essential to a bright future, and it is an encouraging sign that there’s someone leading the charge to make it a priority. He’s brilliant and funny and a really excellent speaker. If you’re lucky enough to see him speak make sure to pay attention, you might just learn something. An astrophysicist who can command a room with his personality is a rare thing, and Neil Degrasse Tyson is that special blend of awe inspiring genius.
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Saatchi & Saatchi New York is the largest agency in the 140-office Saatchi & Saatchi global network. We create loyalty beyond reason by transforming brands into Lovemarks—moving your brand from being “known for something” to being “known for things that people care about.”
Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks reach people’s hearts as well as their minds, creating an intimate, emotional connection that they just can’t live without. Ever.