The idea is that Little Man have a wall which is used for an installation of some kind every month. Whether that’s bikes from Punk Bikes or potato prints by illustrator Kate Alizadeh.
This month, Little Man asked Dan Tyte to get something up about his short story entitled Onwards. I agreed to give Dan a hand because it sounded like a cool project and I like everyone involved and also there was no brief which is basically the ideal project as far as I am concerned.
Originally, I grabbed a slide projector and was intending to do an installation based on nostalgia which coincides with the story. However, it turns out, it’s actually pretty bright in Little Man and having slides projected onto a wall there during the day would be about as useful as a paper umbrella.
So I went back to the drawing board and produced a bunch of illustrations about the city. The easiest and most effective way to get these and the story itself onto the wall was through an absolutely huge vinyl.
The vinyl itself is 20 foot wide and just short of five foot tall. Absolutely the biggest sticker I have ever seen. Our friends at Oner Signs did an absolutely great job of the printing.
It took four people to get the vinyl onto the wall itself (shout out to our man Dan Spain who often works on Small Joys projects for being an excellent vinyl peeler) and another three people to support this by shouting encouraging comments.
The installation will be on the wall in Little Man Coffee from now until about the 18th of June. Go and see it!
It’s 11:30pm. I’m in Tesco. More specifically, I’m in the pizza aisle. Because it is Friday night.
And the thing is. There is also a Native American. In the pizza aisle. Buying a pizza. But not in the American Midwest. Not in Colorado where Native Americans are native, but in Cardiff. Where there are no Native Americans.
Context is important. Without context, things don’t make sense because there is no ensemble.
Take for example Charlie Brooker’s most recent episode of Black Mirror, in which Jon Hamm plays a man whose job it is to help under confident white guys pick up ladies in bars.
His big technique for striking up a conversation with a complete stranger is to tell a small group of people:
“I’ve just seen a man riding a horse topless down the high street.”
Which is a pretty remarkable story, right?
And it has the desired effect. It is remarkable (it creates conversation) because it is out of context. It is unusual to see a horse cantering down the high street.
Context is important.
Brands need context too
It’s not only in the art of delectable social discourse that context can be used for better or for worse, it’s applicable across your organisation’s structure, activities, brand and how you convey all of that to me (a consumer).
Want an example?
SSE, the energy company, recently perplexed customers and anyone who was not a customer but saw any billboard or media buy that they made recently.
“I don’t know about you, but nothing says ‘energy company’ to me like a painstakingly rendered, hyper-realistic CGI orangutan,” wrote Joel Golby in the Guardian late last year.
He’s got a point. It doesn’t make sense. There is no possible scenario where an orangutan riding an escalator makes me want to switch my energy supply to your brand.
There is no context. And context is important.
How do you find context in your organisation?
One of the things that we like to do is to ask ‘Why?’ And when an answer is given, we ask ‘Why?’ again. We keep asking this until we find out what the root of the issue is.
Because context is important.
Try it out: ‘Why does social media exist?’ > ‘So that people can share their lives with each other’ > ‘Because community is important’ > ‘Because it helps us to share ideas’ > ‘Because the ability to have an idea is what makes us human’
At the root of the very narrow question, there is usually a bigger trunk and when you go down past the trunk, there’s a good number of strong roots.
This approach will quickly lead you to a great starting place for a discussion of whatever activity it is that you’re looking into.
“Our new brand should be modern” Why? “We’re struggling to engage with the BRIC markets” Why? “We think that we need a new mobile app” Why? “Our staff are leaving our company” Why?
Context is the basis for forming a strategy.
I’m sure you’ll be happy to find out that when you find the context that was previously missing. It all makes a lot more sense. You know that the Indian in the pizza aisle is just hungry after a fancy dress party.
We’ve got loads of friends who are producing great work. One of our favourite studios to bounce ideas back and forth with is Yoke Creative – a small but fierce studio of creative talent who are mostly working in video and motion graphics.
Recently, they’ve been out and about in the Welsh countryside filming stuff happening and what sounds like a boring pitch turns out to be an intriguing, engaging video called Fire the Shutter.
It’s really great too because they’ve been featured all over the internet for producing something which was, for them, a project that they did for the fun of it.
More of that attitude please. So great. Such good work. FRIENDS!
You don’t feel the weight of all that history behind you?
There’s no history. I don’t even have archives, myself. I keep nothing. What I like is to do — not the fact that I did. It doesn’t excite me at all. When people start to think that what they did in the past is perhaps even better than what they do now, they should stop. Lots of my colleagues, they have archives, they look at their dresses like they were Rembrandts! Please, forget about it.