Coke Zero | Doppelgänger

In conjunction with award winning master animators  MK12, the Ebeling Group, CP+B and the Agency for Holistic Branding we bring you the most sophisticated Facebook application yet. Using facial recognition software developed at Carnegie Mellon University I present: The Coke Zero Facial Profiler.
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Although I only received a 57% match when I used the system, I’ve seen it work really well for some others (I never tend to agree that I look like anyone else anyways). Since its launch a few weeks ago it already has 162,162 registered users filling the database with photos.

The recent advances in image recognition software are truly astounding. It’s incredible to think this is an app for pure entertainment, when last year software of this type was mainly used only for classified purposes. Google Goggles will also bring about a massive paradigm shift in for text, image, and location search. No doubt tons of questions on privacy, and usage will come along with its launch.  Interesting times ahead when software gets crossed with sight.

India, I feel you.

The TED India conference was a great jumping off point to begin my need finding research in India. I continued traveling around the country for the month researching opportunities after the conference meeting people and organizations in Bangalore, Mysore, Ahmedebad, Udaipur and Rajasthani villages, Delhi, Bombay and Ludhiana. I came only with the intention to find something I could contribute to,  holistically of course – through both my agency and its offerings as well as on a personal level. During all my time on trains, planes, cars and autorickshaws here are the main themes and realizations culled from my travel:

Design Poverty: Indian light switches, the irregular height of stairs and floors, the chaos in visual communications,  the accepting of shoddy industrial design as the norm, the total lack of accessible design,  the general cacophony of any public or private space and in 80% of instances user experience so bad it will give you a headache. Not to mention the encouragment of noise pollution in every corner of India. I know no outsider, or insider can really change India – in fact Indian culture will never change -  and I hope it doesn’t.  However small changes that heighten the quality and experience of life,  with the right education of India’s designers and the right demand from its increasingly educated consumers could make a massive difference to India overall. Methods for ending poverty could be designed into this education as well.

Reverse Diaspora: Many Indians like myself, that are brought up abroad are returning to India to join the “wild, wild east”. At TED it felt as though 1/3 of the people were from Silicon Valley- and though the convection between India and Silicon Valley is well established for technology talent, I am excited to see how my generation uses it for the social good and designing a better world.

Contradictory Space: India is a giant contradiction, and Indians work and live in this contradictory space daily, and are comfortable and balanced within this space. This would help explain a bit about the clash that sometimes occurs when foreign companies come to India expecting a smooth transition. Devdutt Pattanaik outlined  this in his talk explaining the fundamental cultural differences between the East and the West and how they play out in business and why.

Jugaad: finding a workaround. Jugaad literally means an arrangement or a work around, which have to be used because of lack of resources. Indians have always employed Jugaad, which is in essence not doing things the formal way, but rather maneuvering one’s way and finding loopholes around the answer ‘no’. Indians do not like to hear or say no. There’s almost always a way, which is a great mentality to live in.

Indigenous Inventions: financial and physical products that are invented by the end users are more valuable to them than the one’s we design down to them. The Honeybee Network and their inventions and the Chit Fund are great examples of this.

Disruptive Everything: disruptive business models, disruptive design, thinking, talking – all of it -is being embraced more and more in India and the world as a more attractive option than the tried and tested. Disruption not only stems from innovation, but more importantly serves to keep the playing field democratic. I absolutely subscribe to this theme.

Philanthrocapitalism: Or, compassion based business as I like to call it, is often baked into many Indian companies. Culturally, social responsibility is part of daily life, so its much less of an afterthought in India than elsewhere.

Corruption: No one thing has halted India’s progress more than this. Until things are done in a more transparent way, and the bribes vanish, its going to be very difficult for India to become the world leader it ought to be. I wish Shaffi Mather lots of luck with his anti-corruption campaign.

The Kids: It is known that the true change in India and the world will be with the next generation, and education in India needs a revolution, now. Many people are doing that including Kiran Sethi of the Riverside School and Deepti Doshi who is bringing La Escuela Nueva to India. With the right type of responsibility baked into their education, be it for sustainability or social change or design thinking, the next generation is where change lives. That said, having the largest, youngest economy in the world, might turn one of India’s greatest criticisms into its greatest boon.

Mobile Truths: Everyone knows its vital to banking the unbanked and setting up payment systems. I see lots of places where it hasn’t been used yet to its full potential, like in the education sector, in food, in advertising and public service – which could really prove to be the best tool to solve mass scale problems in India.

More to come as I process and digest this incredible month of research.

Sanjhi & National Geographic

My colleague Chhaya invited me to sit on the advisory board of a Local Rajasthani NGO called Sanjhi. Sanjhi means ‘mutuality’ and community participation. Here is a video recap of the January 2009 Sanjhi Photo Camp done in collaboration with National Geographic- detailing the learnings from the village kids and their new understanding and appreciation of the environment through photography.

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Project: Bordeaux Repositioning

How does a legacy brand like Bordeaux remake itself in the US market where California wine is king, and where Frenchness is both a boon and a liability?
Solution: While all the details can’t be exposed of this ongoing campaign, I identified several key factors along the purchase chain and in the perception of the word Bordeaux itself. I wasn’t rebranding a brand, but a region and at the most basic level a heavily associated word. By conducting focus groups from coast to coast as well as tons of research from online surveys I came up with a strategy that hits practical and socio-cultural needs and leverages social media activation in an organic way.
Results: The campaign is now in the hands of the talented people at Creativefeed for execution, and you’ll be sure to see the work out and about.
Role: Strategic Brand Planner, Digital Strategist, Scenario Planner, Researcher

Bing This, Google That

Different search engines are good for different things, and the belief that google is the be all, end all of search just doesn’t stand true anymore. I worked on the launch of Microsoft’s Bing search engine (before it had an official name) and I was very impressed with it.

It is hands down the best place to search for travel related things – as they have integrated the ‘farecast’ engine into Bing. The nice thing about that are the predictive fares display based on data from the past 3 years. Google is still great for general things, but for the most part when I need to find something specific to the design world, I end up looking into my own network on Delicious – and that’s where the more intricate search items are found faster. Twitter’s hash tagging is really holding it back from being a helpful tool for search, but perhaps there will be a twitter search engine that allows for community based search. I for one, know that there is nothing better than that especially when you’re searching for obscure art, technology and design references. Sometimes, the echo chamber really is the best place to find what you’re looking for.

Bing.com

Bing.com