We’ve written quite a bit in the past few months on how brands are moving towards creating their own platforms for exhibiting or curating creative content – it marks an interesting shift in how the physical gallery is moving from room to screen. Importantly however, cultural organisations have not been left out in the cold – many of the big players investing in mobile technology to open up their collections to a wider audience (Museo Nacional del Prado and Google) and/or harnessing this same technology to enhance the physical experience of the gallery with user-designed, GPS-guided tours of the collections in ‘real life’ (AMNH Explorer App).
Here’s another brand carving out a digital gallery of creative types – Ogilvy and ‘Create or Else’. Certainly the nicest threat I’ve heard in recent weeks, perhaps apart from ‘you must eat cake on Wednesday’ (a rule which should be more rigorously adhered to in my mind).
Where was I… so, Create or Else is essentially Ogilvy’s YouTube channel, and they are inviting creatives to share work and ideas which inspire. Curators from around the world will build a changing line-up of video content on a rotating basis, with ‘shorts’ focusing on a range of subjects, from science, through to art, music and just-plain-interesting types. It’s in its early stages in terms of content, but there are some pretty slick and extremely interesting shorts up already, featuring artists such as Nathan Sawaya (LEGO sculptor) and Roderick Angle (photographer).
Naturally, for a forward-thinking brand there is full integration and presence across social media platforms (go Facebook, go Twitter), and sharing functionality thanks to the choice of YouTube as a platform. Create or Else is certainly worth a bookmark.
