CLL PHN-LCKN 06
Experiential, Curation, Design, Content
Collaboration: LVHRD, MoMA PopRally
(CLL) PHN-LCKN
(CLL) PHN-LCKN was a social experiment created in collaboration with The Museum of Modern Art. The LVHRD team orchestrated a 1,100-attendee event at the MoMA with live music from Les Savy Fav, and a 1,000 cell phone containment unit, all in the context of a fabricated epidemic called Severe Micro Cellulartamination or SMS.
Concept
In the true nature of collaboration this idea came from a night out with Claudia Fuentes, frustrated with how addicted she and her friends were to their blackberries, she imagined an evening without cellphones. Our team dreamt up a number approaches to achieve the desired end result and after many sessions, (CLL) PHN LCKN was born.
Marketing
A series of videos were leaked to technology, art and music blogs, providing context for a new epidemic called SMC. The video showcased Dr. Mark Marmilard, a research scientist touting the symptoms of SMC, including staying out late, downloading music from the internet, and other symptoms of being a social city dweller.
PR
We connected the epidemic to the MoMA and Les Savy Fav by creating a press image of the Lead Guitarist, Seth Gabor, fallen near works of art on display at the Museum, with his cellphone just out of reach. This image was picked up and distributed by AM New York a free newspaper distributed daily.
Experience Design
Cell Phone Lock-in was designed as an event without cellphones. We developed a system that would take cellphones out of attendees hands and attach them to a 32ft x 8ft tall cellphone containment unit. Once inside the attendees where treated to a rock show performed by Les Savy Fav and invited to experience the "Out of Time" exhibit, featuring works from Matthew Barney, Bill Viola and Andy Warhol amongst others. We worked closely with party sponsors Dewars and Brooklyn Brewery to make sure that everyone was adequately imbibed.
Technology
We registered attendees' phone numbers in advance of the event using an online ticketing system, so that when the attendee was without their phone, they received a call from Dr. Marmilard sharing results of the experiment.
Results
With over 1,100 attendees, the event showed a change in the museum's behavior and target audience providing a foundation and benchmark for future events targeting a younger audience.
Recognition
The event popped up on a number of blogs, including a decent yet critical recap from podbop.org and gothamist.
Doug Jaeger served as creative director on this project while he was Founder / CEO of thehappycorp global.
Images ©2006 Leo Zacharias.
For more information and for the video, visit us at JaegerSloan
Experiential, Curation, Design, Content
Collaboration: LVHRD, MoMA PopRally
(CLL) PHN-LCKN
(CLL) PHN-LCKN was a social experiment created in collaboration with The Museum of Modern Art. The LVHRD team orchestrated a 1,100-attendee event at the MoMA with live music from Les Savy Fav, and a 1,000 cell phone containment unit, all in the context of a fabricated epidemic called Severe Micro Cellulartamination or SMS.
Concept
In the true nature of collaboration this idea came from a night out with Claudia Fuentes, frustrated with how addicted she and her friends were to their blackberries, she imagined an evening without cellphones. Our team dreamt up a number approaches to achieve the desired end result and after many sessions, (CLL) PHN LCKN was born.
Marketing
A series of videos were leaked to technology, art and music blogs, providing context for a new epidemic called SMC. The video showcased Dr. Mark Marmilard, a research scientist touting the symptoms of SMC, including staying out late, downloading music from the internet, and other symptoms of being a social city dweller.
PR
We connected the epidemic to the MoMA and Les Savy Fav by creating a press image of the Lead Guitarist, Seth Gabor, fallen near works of art on display at the Museum, with his cellphone just out of reach. This image was picked up and distributed by AM New York a free newspaper distributed daily.
Experience Design
Cell Phone Lock-in was designed as an event without cellphones. We developed a system that would take cellphones out of attendees hands and attach them to a 32ft x 8ft tall cellphone containment unit. Once inside the attendees where treated to a rock show performed by Les Savy Fav and invited to experience the "Out of Time" exhibit, featuring works from Matthew Barney, Bill Viola and Andy Warhol amongst others. We worked closely with party sponsors Dewars and Brooklyn Brewery to make sure that everyone was adequately imbibed.
Technology
We registered attendees' phone numbers in advance of the event using an online ticketing system, so that when the attendee was without their phone, they received a call from Dr. Marmilard sharing results of the experiment.
Results
With over 1,100 attendees, the event showed a change in the museum's behavior and target audience providing a foundation and benchmark for future events targeting a younger audience.
Recognition
The event popped up on a number of blogs, including a decent yet critical recap from podbop.org and gothamist.
Doug Jaeger served as creative director on this project while he was Founder / CEO of thehappycorp global.
Images ©2006 Leo Zacharias.
For more information and for the video, visit us at JaegerSloan
