CREATIVE TEAM STRATEGY & OUTPUT STRATEGY DEVELOPMENT OUTPUTS APPENDIX

STRATEGY

THE CHALLENGE IS TO INTERPRET THE INFERENCE BETWEEN TED AND TEDx IN A MEANINGFUL AND APPEALING WAY

identity

values format

culture local speakers different languages

GOAL OF COMMUNICATION REACH THE LARGEST NUMBER OF PEOPLE DEVELOP A CLEAR, UNIQUE AND REMARKABLE IDENTITY

GOAL OF COMMUNICATION REACH THE LARGEST NUMBER OF PEOPLE

via

PARTNERSHIP VIRAL TWITTER, FACEBOOK, GOOGLE+ TEDXBOLOGNA OFFICIAL ADV WEBSITE, PRINT ADV

GOAL OF COMMUNICATION DEVELOP A CLEAR, UNIQUE AND REMARKABLE IDENTITY

via

ON-LINE ADV PRINT ADV EVENT INTERIOR DESIGN

CONSTRAINS 1ST TIME TEDXBOLOGNA (WE TALK TO A NOT PREPARED AUDIENCE, OUR BRAND IS NOT WELL KNOWN YET) LIMITED ECONOMIC RESOURCES

DEVELOPMENT

ANALYSIS

CONCEPT

OUTPUTS

ANALYSIS AFTER HAVING RESEARCHED AND ANALYZED THE COMMUNICATION AND BRAND IMAGE OF MOST OF THE EXISTENT TEDX EVENT THE CONCLUSION ARE: Most of them dont have a strong PERSONAL IMAGE Most of them try to create their identity around the CITY SIMBOLS Most of them do not have a TEDx INTERNAL CREATIVE TEAM,

they have different partners that do different bits of the communication, this results in an not organic nor coherent brand vision

CONCEPT OUR FIRST STEP WAS TO DEFINE A STRONG AND FLEXIBLE VISION THAT WOULD HAVE LED THE VISION FOR ALL CHANNELS AND MEANS OF COMMUNICATION SPREADING OF IDEAS, PROJECTS AND ENERGIES

CONCEPT SPREADING OF IDEAS, PROJECTS AND ENERGIES

Through a sense of AUTO-GENERATION (generative design) and MODULARITY (one-many) the project is to craft abstract images and compositions, all visualizations of the concept of SPREADING. The idea is to embrace an open metaphor: multiple pieces scattered, different points of view, that collected together express one concept, one communication plan, one event. The juxtaposition of different styles speaking up for the value of group engagement, many voices all aiming to express the central TED key word spreading.

CONCEPT SPREADING THIS CONCEPT WAS THEN DECLINED INTO A SPECIFIC INTERIOR DESIGN ONE
TEDx is spreading of knowledge, both real and on line, and therefore each speaker with his presentation is the core of the event. The exhibition, also, is an instrument of spreading. The only thing that needs to be set up and for which the exhibition was designed is serving the speakers message. The stage characters are the objects, one for each speaker, related to their personal research

OUTPUTS

OUTPUT IN THE VISUAL COMMUNICATION WE EMBRACED THIS LAST CONCEPT: WE SELECTED A BUNCH OF OBJECTS FROM DIFFERENT AREAS (TECHNOLOGY,FASHION, PRODUCT...) THAT WERE REVOLUTIONIONARY INVENTIONS FOR THEIR TIME, AND WE BRANDED THEM RED TED; IN FACT TEDXBOLOGNA IS A PLACE WHERE WE COULD HEAR ABOUT THE REVOLUTIONARY INVENTIONS OF TOMORROW. IS A PLACE WHERE, AS OUR THEME2011 SAYS, WE MEET THE FUTURE.

OUTPUT ONLINE website

OUTPUT PRINT flyers

15 OTTOBRE 2011 AUDITORIUM DUCATI

Bologna

15 OTTOBRE 2011 AUDITORIUM DUCATI

Bologna

15 OTTOBRE 2011 AUDITORIUM DUCATI

Bologna

15 OTTOBRE 2011 AUDITORIUM DUCATI

Bologna

OUTPUT PRINT poster

OUTPUT PRINT VIP invitation

OUTPUT PRINT badge and press kit

15 OTTOBRE 2011
AUDITORIUM DUCATI

Bologna

OUTPUT VIDEO THE VIDEO STORYTELLING IS BASED ON THE DISCOVER OF THE SOUL OF THOSE INVENTION: A RED-TED SOUL.

OUTPUT EVENT concept

At beginning of the speech the objects enter the scene as a foreground of the speakers in two different ways: 1/ hidden behind the scenes by a system of semitransparent black veils. The objects, suspended or on the ground, and of different sizes, with red lights placed behind them, cast their shadows on the cloth. 2/ Another version of the same objects, large and recognizable at a distance, comes into the picture completely painted in red behind the speaker. In this way, the project set-up becomes a part of TEDx, at his service in its own language.

OUTPUT EVENT project

OUTPUT EVENT stage

OUTPUT EVENT stage

APPENDIX

CREATIVE TEAM MEMBERS CREATIVE DIRECTOR M.CHIARA CACCIANI IDENTITY DESIGN ALESSANDRO BRUNETTI FEDERICA BARDELLI GABRIELE COLOMBO GIULIA DE AMICIS CARLO DE GAETANO

INTERIOR DESIGN NICOL LEWANSKI LUCA MARINELLI FEDERICA RUSSO UMBERTO VALLINI ANTONIO VISCEGLIA