Did anyone else see that episode of House where uber-nerd game developer gets brought in with a mysterious illness, refuses all treatment from his doctors and just wants them to do the treatments suggested by an online community, obviously to disastrous results?
That's crowdsourcing.
Crowdsourcing is a way to get very many many people to spend very little time on a design problem. It's the basis to why Microsoft products suck, as they have a pyramid structure where Gates actually micromanages every bit of code, so a massive crowd all contribute small pieces to the puzzle but no group or person works on a large chunk of the big picture. Throwing more coders at something is proven to not speed up the solution. Throwing a bunch a designers on once piece of the business won't magically give you the right answer either.
And now these guys want to create a business based on these principles? I think this was just a way for them to get their agency launch in the New York times. We've been had.
Barbera Lippert wrote a good article on this:
http://www.adweek.com/aw/content_display/creative/critique/e3i6ee2d582b2...
Even worse than this choice of vocabulary, the idea is totally derivative. Never mind all the countless laddy mags and beer executions. Look up the past five years of Axe advertising and you'll see that there's not one new thing in this Amp app. In 2006 (before there were even iPhones!), there was an Axe mobile phone application for this. Yup, three years ago, BBH London also used the then-newest technology around to help guys with the oldest trick in the book. The application it built (the brand was called Lynx in the U.K.), among other things, turned the user's phone into a geeky pick-up tool. One function transformed the phone into a Geiger counter, beeping when it found a "hot" girl. Another provided a harmonica sound for the guy to turn into a street poet like Bob Dylan. Also for Axe in 2006, BBH New York teamed with production company @radical.media to create Gamekillers. The MTV scripted reality show was about the types of guys who ruin their friends' chances with the opposite sex, including "the Mess," who kills with his flatulence. It was a hit.
Now we have two threads that never end (her morning elegance as well). This is very interesting. Thanks videoclipadas I had not seen that photographes work, and it's pretty cool.
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So, are scholarships are only available to those who study/apply to at the Miami Ad school? Another reason my cousin should apply there then.
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