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#socialtourettes #sloppyslang & #thetyranny #ofmemyself-i

01 Friday Apr 2016

Posted by Thin Air Factory in Uncategorized

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ego, handles, hashtags, idetity, lazy, Nihilism, pointless, puntuation, Social, social networks, twitter

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#wellinever

#haveyounoticed

#everyonesdoingit

#speakinginhastags

@andhandles

#noreasonatall

#anyphrase

#randomrambling

#hashtagged

#pointless

#socialtourettes

#cantstop

@flicking&clicking

#myspacebar

@myinterfaceplace

#everyonesaddicted

@thedropofaphat

#spewingsymbols

@screenafterscreen

#lookatme

@tom

@dick

@&harriet

@thatsmyname

#dontwearitout

#apeakinginriddles

#slice&dicelanguage

#inthesocial

#shittylittleditties

#presstoimpress

#everykeyisme

#typelikeabastard

#twothumbsonfire

#headupmyarse

#littlestory

@bout

@jack&diane

#crossedthewasteland

@madelegends

#notasmartphoneinsight

#getmeabed

#myheadispinning

#cosIjustcantstop

#hashtagging

#mylife

#away

#tillthelastdrop

@creativity

#slipsmymind

#pointlesspunctuation

#sloppyslang

#f%*kall

#bangformybuck

#notfeelingit

#justsaying

#fuckit

#anything

#is

#better

#than

#living

#one

#word

#at

#a

#time

#especially

#when

#thefirstword

#is

#fashion

 

#ohwell

#theonlytruth

@me

@myself

@i

#goodbye

Profit, Purpose, Evil & the realm of journalistic Uh Duh!

30 Wednesday Mar 2016

Posted by Thin Air Factory in Uncategorized

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Adam Lowry, Alinsky, Be Evil, Big Kahuna Burger, Corporation Tax, Cultural, Duh!, Economic, Environmental, Firms of Endearment, Inc magazine, Infectious Feelgood, Kevin O"Leary, Natural Capital, Passion, purpose, Resilience Strategies, Rules For Radicals, Social, Social Responsibility, Tax Evasion

 

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Headline:  Go ahead. Be Evil.

Sub head: Do you need a social mission? Hell, no. Profit is the mission

How weird. If Inc’s leader piece in its March issue is anything to go by one might think that the jury is still out in business-land about whether profit is the only fundamental Purpose or Mission you need.

I’m thinking that perhaps they were just looking for a headline. And for that you need the polarities. A publisher’s master-class in the application of Alinsky’s Rules For Radicals perhaps. Remove the grey. Black or White. or nothing. Set Kevin O’Leary’s profit purpose against Adam Lowry’s social purpose; light blue touch-paper and see what happens. O’Leary’s blue collar good fella folksy says it the way it is ‘honesty’ versus Lowry’s campus cool, organic jaw-lined post-grad Karmic intensity.

Celebrity Purpose Smack-down. Hoo-haa.

Sadly, post reading, it all felt a little disappointing. I was expecting something incendiary. Perhaps I missed the point. To be fair I thought we’d got beyond this a while back.

Purpose is about founding and rooting a business in something beyond the balance sheet and the share price – creating a north star for it that reaches beyond the pure objective of profit. Its not about Profit OR Purpose. Double Duh! Its simply about developing a healthy and respectful relationship between the two.

Purpose is about developing resilience in a business both in social, cultural and environmental terms as well as economic ones.

Purpose is about passion, determination and belief at work in a company for good – the infectious feel-good of making shit happen both individually and collectively – and the nurturing of a centre of gravity that enables a company to absorb turbulence and short term impacts.

Purpose (social or otherwise) can have a simple premise – for example – to want to build a thriving profitable and resilient business able to relentlessly reinvest in stimulating and securing increasing and sustainable growth to create wealth, jobs and ever-improving communities is an admirable purpose.

The lever word in this is resilient. And resilience comes from not overdrawing or pillaging the sources of capital a business needs and demands to be profitable.

A company’s Social, Cultural and Environmental Capital accounts need to be as healthy as the Economic ones.

A balanced book should show the positive impact column of the business in credit even after you’ve accounted for everything in the negatives impacts column . And Purposeful businesses seem to be far better in achieving this balance.

This is nothing to do with setting up a charitable book on the business. If water depletion or obesity are negative externalities of your chosen business then you need to account for and invest in mitigating them – reductions, off sets, replenishment and prevention programmes become critical and central to your profitability accounting processes. To ignore them is to foster vulnerabilities and turbulence in the fabric of the company and in its ability to thrive.

Any ‘shareholder’ who compels or lobbies a company to ignore the business case for Purpose and the behaviours and actions pursuing it demands is in effect trying to short the company. Between lengthening a business’s odds through the relentless and passionate application of Purpose or shortening them by sustaining a myopic obsession with Pure profit, I know which one I find more ‘evil’.

Why Mr. O’Leary thinks that purposeful companies are missing the point of a business – to be profitable – I am not certain.

A quick rummage in Firms Of Endearment’s most recent stats show that companies driven by purpose and passion outperform the S&P 500 by 14 times over 15 years.

To be clear, I think we’re getting there but still have a way to go. I am certainly not advocating that every company featured on Firms of Endearment’s list of big purpose Kahuna Burgers is some scion of the Gods of Good.

A number of multi-nationals who like to be seen a Purpose driven with a clear sense of the power of Stakeholder over Shareholder modelling still seem to find a way of rationalizing very shifty profit accounting to evade stonking levels of Tax. A number of them sit on Firm’s of Endearments list of the great and the good.

How do they reconcile Endearment with almost criminal levels of tax evasion I am unsure.

Perhaps they’re a little tied up with other things at the moment.

Perhaps they just don’t agree with the simple theory that if your business’s performance, competitive advantage and increasing profitability is rooted in the quality and wellbeing of the indigenous workforce you employ, you should invest in the fiscal infrastructure of the society that creates that workforce – keeps them healthy, safe, secure and living in a stable thriving society. It’s called Corporation Tax.

Or perhaps it’s just that they are too busy passionately pursuing the intelligent, enlightened and relentless re-direction of profits for the purpose of executive redistribution.

or perhaps they’re just Evil!

(cue high fives, whoop de dooping and general chest bump, you d’Man-ing.)

 

 

 

 

The Bard, Bowie, hemispheres & the bearable lightness of being.

07 Sunday Feb 2016

Posted by Thin Air Factory in Uncategorized

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1975, Aeschylus, Boccaccio, Bowie, Bowie IS, Broakes & Marsh, cartesian Duality, Charles Laughton, Chaucers, Dante, David St Hubbins, Descartes, Donne, Empathy, Extasie, Georg Cantor, Greek Chorus, Iain McGilchrist, Infinity, Lady Macbeth, Marlowe, Master & His Emissary, Neuro-imaging, Otherness, psychology, Right Hemisphere, Rosalind, Shakespeare, Spinal Tap, Station To Station, The Bard, The Soul, The V&A, Thin White Duke, Throwing Dart's In Lover's Eyes, Troillus & Cressida, University of Liverpool. Olivier, Ziggy Stardust

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I think there’s been a happening in the cosmic fizz just beyond our mortal measure and comprehension – but thankfully those of you Right-Hemisphere leaning kids out there will be none the poorer for it – quite the opposite one would hope, if the laws of social contagion are to be believed.

On 10th January 2016, David Bowie, a rock and pop performer of exceptional elegance and a master of transformation, died.

He left behind a staggering back catalogue of human invention. His ability to shift from masque to masque, identity to identity, not only in his career and lifetime but even in the process of one performance was in retrospect one of the great artistic spectacles of the 20th Century.

Until the point of his death, history was preparing to view 2016 through the eyes of another Great British artist (some would say the greatest), and a master of the dramatic theatre of shifting masques and identities.

2016 is the 400th anniversary of Shakespeare’s death.

2016 was to be the year of the Bard, generator of some of the English language’s greatest turns of phrase; creator of some of its greatest dramatic masterpieces, characters and archetypes.

Hamlet. Lady Macbeth. Iago. Juliette. Oberon. The list is endless, and the construct and dynamics of their identities have been studied in minute detail and from every conceivable perspective.

The Bard’s own real identity has also come under intense scrutiny over the years – was he part of his work, merely the quill of it, or himself the greatest piece of literary confection of the English lexicon?

Was he a thief, an imitator, a fake, a sage or a genius? The jury it seems is still out.

Speaking of The Bard, genius, shifting identities and cosmic collisions – it is worth noting that on the evening of the 10th of January 2016, as David Bowie peacefully departed for a place from which he could chime ‘Look up here, I’m in Heaven’, another great shape shifter of the stage, (already an inhabitant of the intangible Otherness) was being celebrated in an RSC film night at the Barbican.

The film was Shakespeare’s Midsummer Night’s Dream starring Charles Laughton – a man known to have infuriated his contemporaries(Olivier particularly) with statements such as:

“Great artists reveal the god in man,” he said in an interview, “and every character an actor plays must be this sort of creation. Not imitation – that is merely caricature… The better – the truer – the creation, the more it will resemble a great painter’s immortal work.”*

Reaching out beyond what is known, what is given and what exists is the simple process of creation – a conscious or unconscious action – and one of the greatest slingshots of our conscious development. It was certainly what drove Laughton.

 Laughton’s post-war masterpiece, Night of The Hunter, delivered a ground-breaking collision of theatrical chiaroscuro and dramatic tour de force that had until then never been seen on the movie screen.

In his need to see and go further than any one had ever gone before he aligned himself with the belief that the primary force of the stage is creative, not imitative – a belief system by which both The Bard and Bowie patently lived their lives.

The Bard & The Thin White Duke were, I believe, driven to do so – compelled to create something of a higher order – using contexts and characters to draw the sky towards them, to study the whole of our existence, instead of scratching out increments of cause and effect, measure for measure.

I believe that they did this because one aspect of their conscious self compelled them to do so. They were wired that way – more attuned to the right hemisphere of our brain; and its quest to seek that which lies just beyond our sight and our reasoning, rather than just controlling and measuring that which we already have.

This reaching for some sense of Otherness – just out of sight and beyond our reasoned comprehension – is not just some artsy humanities piffle.

Georg Cantor the 19th century Mathematician struggled with finite or ‘fixed’ concepts of infinity – he struggled with the idea of there being a necessary (rational/reasoned) uncertainty and incompleteness in the realm of mathematics.

He struggled with the idea that Beyond the infinity of infinities; (lay) Something Other. Infinity was no longer tameable by turning it into an abstract concept and then just carrying on as though it were just another number.

(Obviously one should be aware that there is a danger here of falling into the Spinal Trap of David St Hubbins and his discourse on Infinity:

‘It’s like saying when you try to extrapolate the end of the universe, you say, if the universe is indeed infinite, then how – what does that mean? How far is all the way, and then if it stops, what’s stopping it, and what’s behind what’s stopping it? So, what’s the end, you know, is my question to you. 

Though, as a form of dramatic proof, in this astonishingly funny moment, as with all great characterisations, we find a far deeper and more expansive question waiting to be asked hidden in the subtext of their comedy.)

If we delve deeper into the ties that bind the Bard and Bowie the deeper threads of influence ad interrelation strung between them are many.

In their astonishing curation of the man ‘DAVID BOWIE IS’ for the V&A, Victoria Broakes & Geoffrey Marsh refer to Bowie’s formulation of a theory of Gender as Performance, ‘… antecedents for which can be found in Shakespeare’s plays, where theatre becomes a master metaphor for life.’

Broakes & Marsh also refer to how ‘with his silver lipstick and forehead astral sphere he evoked the radiant allegorical figures of courtly masque.’

Going further, they attest to the belief that ‘Indeed, in Ziggy Stardust’s supernormal militant energy and shuffled masks we may have come closer than we ever will again to glimpsing how Shakespeare’s virtuoso boy actors performed the roles of Rosalind, Cleopatra and Lady Macbeth.’

As we should remember, the relationship between Bowie’s Thin White Duke (an exquisite confection of Abdicated Edward’s veneered hair and permanent cigarette painted in the gaunt Berlin draw of a smack-head aristocrat) and the Elizabethan Bard are more than just accents and accidents of gender performance.

The Thin White Duke was a man who spent much time ‘throwing darts in lover’s eyes.

love’s arrow or love’s darts and a penchant for casting them was a popular Elizabethan conceit favoured by Donne, Marlowe et al.

This emanation from within – reciprocity of feeling not thinking – was a reoccurring theme in the dramatic and written arts.

In Il Filostrato, circa 1338 Giovanni Boccaccio fused the tradition of love at first sight, the eye’s darts, and the metaphor of Cupid’s arrow:

“Nor did he (Troilus) who was so wise shortly before… perceive that Love with his darts dwelt within the rays of those lovely eyes… nor notice the arrow that sped to his heart.”

That this piece of writing was the inspiration of Chaucer’s ‘Troilus and Crisedye’ which in turn was the inspiration for Shakespeare’s Troilus and Cressida should come as no surprise.

Many were enamoured by the idea of an inner ‘light’ of intimate observation, emanating from inside the ‘soul’ of the observer to become one with soul of the observed.

Take the lovers of Donne’s Extasie for whom

Our eye beams twisted, and did thread

Our eyes upon a double string

 

And Shakespeare’s Oberon says of Cupid:

“A certain aim he took

At a fair vestal thronèd by the west,

And loosed his love shaft smartly from his bow

As it should pierce a hundred thousand hearts.”

 

Equally, Dante in his ‘Donne ch’avete intelletto d’amore’ (Rime XIV) was not inured to the charms of the reciprocal gaze.

“The very paragon of Beauty, who

Will wound the eyes of any who dares view

The flame-like essences of burning love

She shoots from her bright eyes – which, when they move,

Penetrate to the heart and wound it too.

Thus in her face one sees the vital strength

Of Love portrayed where none may gaze at length.”

There is a vital reciprocity in all their gaze – a mutuality and transaction of something alive. This is not mutual seeing of the direct referential See the Crow. Point at the Crow. Shoot the Crow type

Something has been shared – an inspirational and profound thing – a thing that improves each of them equally.

To Iain McGilchrist, author of The Master & His Emissary, a book on how our conscious selves and the world in which we exist is being shaped and moulded by hemispheric sensibility, the light ‘darts’ from the eyes of lover’s was the Elizabethan’s way of describing a form of seeing or observation that is fired by the right hemisphere and its pursuit of the intangible immeasurable higher order of us – whole expansive pictures of our existence far beyond the scrabbling measures of the left hemisphere’s control-freakery.

In reference to Dramatic Tragedy and the role of the Greek Chorus, McGilchrist points out that this new form of observation – distant – removed – taken out of the immediate rational linear Now – is one of the illuminating and enlightening moments of our conscious human development.

In viewing life and its tragedies from a distance, Drama allowed us to engage in an evolving form of human learning – of matters of the soul – of Otherness.

McGilchrist writes ‘In tragedy we see for the first time in the history of the West the power of empathy as we watch …the painful moulding of the will…’

The central role of faces and identities in drama and theatre is telling in regards to what both the Bard and Bowie understood – they ‘knew what was right without knowing’ – a very right hemisphere trait apparently.

McGilchrist points out that ‘the interpretation of faces is a Right Hemisphere prerogative: in looking at the face of one’s partner (compared with an unknown face) the right insula increases in activity.’

At the beating heart of drama we explore faces and the tension lines drawn between them. In faces and living expressions played out across identities and their myths we learn to understand the abstract, unseen and unimaginable – we use the dramatic shifts in the face – its expressions and light – to interrogate and comprehend our own existence, our empathy for others, our otherness in relation to the world around us.

In 1973, few young English teenage girls understood death other than through that of Ziggy Stardust. Their pain and loss were real; as the emotions had been created within them by the artist. They were not imitating life changing sadness and mourning. They were living it.

To be clear, Iain McGlchrist is not advocating some Cartesian Duality of Either Or. He is utterly committed to the lateral truths of how both the right and left hemispheres interrelate and relentlessly inform enrich and recalibrate each other. BUT.

He does contest that the greater dimensions of our conscious selves owe much to a hemisphere which until now has had to bear the slings and arrows of outrageous fortune showered upon it by the very  rational, left-hemisphere-leaning, scientific prism through which we are now all required to view and celebrate life. Hubble and Hawking must be enough for us now. How could we ever seek more

McGilchist’s polymathic interest in the collision point between neuro-imagination, literature and language and psychology is not working alone in the world.

Recently this world view has been bolstered by the works of another cluster of diverse minds.

Julie Henry writing for the Telegraph on the 13th January reported that ‘Scientists Psychologists and English academics at Liverpool University found that reading the works of the Bard …had a beneficial effect on the mind, catches the readers attention and triggers moments of self reflection.

Henry continued “Scans showed that the more “challenging” prose and poetry set off far more electrical activity in the brain than the more pedestrian versions.

Scientists were able to study the brain activity as it responded to each word and record how it “lit up” as the reader’s encountered unusual words, surprising phrases or difficult sentence structure.

This “lighting up” of the mind lasts longer than the initial electrical spark, shifting the brain to a higher gear, encouraging further reading.

The research also found that reading poetry, in particular, increases activity in the right hemisphere of the brain, an area concerned with “autobiographical memory”, helping the reader to reflect on and reappraise their own experiences in light of what they have read.”

Rational minds that dismiss the humanities and the arts as a distraction from the improving nature and evolution of being human seem to deny one pure truth that their own science reveals.

Our minds positively respond to reaching beyond what ‘is’. We are made better – improved – for it. Our humanity is illuminated and given depth and expanse by the creations of these pioneers of identity and conscious self. We learn to empathise with what is otherwise intangible – the feeling carried within another – beyond the linear and immediate.

The works of The Bard and of Bowie, compelled by their right-hemisphere need to reach beyond the measurable and the given – to seek to capture the ‘light’, the darts thrown from lovers eyes – created works both for the creator and the receiver – to inspire both themselves and us to reach to a greater degree of self understanding – of greater consciousness. They created a moment of mutual gaze between us and them -to allow us a glimpse of the light within in their own.

Their works become the dart and we the lover. And Vice Versa

One might even venture that the utter lack of utility or function seemingly required to render something ‘art’ is a defensive evolutionary mechanism. Perhaps its artfulness, its redundant pose, is itself an artful deceit designed to obscure the primary and far more powerful role the pieces of dramatic creativity are undertaking – to relentlessly improve and expand us through firing in us a greater quest for more conscious enlightenment in, and doing so while our left brain’s back is turned – for fear that otherwise the left will wade in, spoil and obfuscate what it cant understand – and in doing so diminish us and our potential to exist.

Or was it just that both Shakespeare and Bowie liked a man in tights (as did Laughton) – the Dressing Up box of Creativity and Dramatic effect and the reaching for Otherness being preferable to the real tragedy and visceral slaughter that came from those only interested in reaching for the Now and what existed in front of them, as they sought to measure, map, grasp and rule it.

*Quoted – Simon Callow Charles Laughton: dazzling player of monsters, misfits and kings 2013 – Telegraph On Line

 

 

Perfume, puffery & a Zynga Guide to the future of Fragrance Ads.

07 Monday Dec 2015

Posted by Thin Air Factory in Uncategorized

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Alps, Brenner Pass, Director of Photography, Film, fragrance, Giselle, Jaguar XK 180, Jude Law, Lee Mack, Malibu, Neel Kolhatkar, Peage, PS3, Roma

Screen Shot 2015-12-07 at 17.00.44.png

Where did she come from? where am I going?

Life is a journey

Seize it

Outside is just inside…out

Peace is Love. Love is war. War is Peace. 

Destiny

Tarmac

Sex

Penis

Fire hydrant

Neel Kolhatkar, an Australian comedian, has created a small film called How to make a Fragrance Commercial that celebrates the increasingly ludicrous genre of the Fragrance or Perfume commercial. It is a small pleasure to view.

We have the use of the abstracted journey – infinite; never ending; circular. Run through with a yearning of some sort. Add one very pretty girl with a form of hair Tourrette’s – incapable of resisting running her hand across or through her silken mane for more than a second.

And the insanity of gibberish of course: crack induced riddles tripping the enigmatic light fantastic. Or bollocks if you will.

Lee Mack has also celebrated the bollocks of the language and accent of fragrance commercials, much to our amusement.

And the joke is not lost on us – as hundreds of thousands of us it would seem enjoy looking at and agreeing with their world view.

BUT. Someone has to be taking this seriously. Someone has to be buying this pap. Why would someone otherwise invest that much time energy money and hand picked, studio preened talent to make them, again and again.

I hold my hands up – I did go Ooohh! when I saw the one with Marilyn et al morphed in to the ad via super whizz bang SFX computer imaging. But only once. Not that anyone cares. If anyone gets into trouble they can always point to the Chanel No5 piece having 12M+ views. I thank you.

There is also an element of infantilisation going on here to a certain degree. These commercials are used on us like shiny jewels slung from a music mobile hung above our ‘cot’ – the plinky-plinky music, like a child’s music box confection played out to the mesmeric movement of shiny things that we can reach for. Ooosshhy boooshy boooshy booo. Who’s a beautiful boy then. It’s Christmas. Ohhhh. Shiny.

Shiny is beautiful. Shiny is reassuring. While Jude Law drives through stunning landscapes in a stunning car everything is alright. Terrorist threats and world hunger simply disappear as if by magic. Community fracture, eating disorders and fear of unemployment dissipate in a diffusion of citrus, rose otto and bergamot mist.

Happy day.

But, just to be a grinch for a moment longer, in a time of austerity, collapsing brand budgets, and fashion houses and brands going bankrupt all over the place, all of the time, how do they get away with it?

How does the Brand creative director get away with it? And the Director for that matter? In budgetary heist terms it is, let it be said, a stroke of genius: an Oceans Eleven of Marketing. At no point is the endeavour ever really intended to get beyond a luvy fest, extended camping holiday with 3 weeks of post production catering attached. That a commercial comes out at the end is frankly a miracle.

Everything is in the script:

Open on a set of Long Haul aeroplane tickets.

Cue music track rerecord by someone the writer slept with at Burning Man 

Light refracts through sun flare. We sense someone: famous: really really famous.

We see grade Hollywood A Lister in frame come into close up and focus – in a state of distress, the Malibu surf framing their pained expression.

Camera pans out across their shoulder and the bonnet of a classic XK 180, parked at the coast roadside behind them.

On its polished bench seat we see a hand crafted hold-all in exquisitely turned leather and open white stitching with polished lalique clasps.

We see the bag is stuffed with the film production budget blocked and bound in various denominations.

We see the long shadow of the Director’s new art department ‘squeeze’ fall across the driver’s seat. The keys in the ignition scream TURN ME ON.

We cut to cool city or landscape at dusk/night. A car – our car – is stationary outside a plain ‘edgy’ doorway: a man in a long coat grey hat smoking a cigarette stands beside it half in shadow.

We blink; eyelids close – to black – and open. More flared light.

We are inside a bar. It is buzzing: with the Art Director’s boyfriend and their close NYC facebook friends.

Cut to enigmatic pack shot.

Music Ends 

Shazzam.

You have yourself a Fragrace Advert.

And talk me through the obtuse re-recording of karaoke-famous musical tracks? One of these recordings is of such high camp, I would strongly recommend having an oxygen tank and some DVT socks to hand.

I’m thinking of course of the music in the Chanel No5 piece with Giselle: a tangential narrative punctuated by cards with lyrics written with epigrammatic aplomb and enigmatically distributed.

In this film there is of course a random child (who surely should be put into care given the elegant speed with which her parents seem to nip off to far flung places in pursuit of something different at the drop of a hat. Thankfully, in the full length version there is a Grannie/Nanny left to fend for the child – the least we’d expect from a family with such an expansive beach house: staff.)

Now that track: The One That I Want. Lo Fang. Breathy. Sparse. Jazz. Art.

Yes: it’s a re-record. And re-records have been very recherché for a few years now. Since 2008, everyone and their transgender partner is doing it, inspired by re-records of famous tracks by highly individual, mainly female singers for John Lewis et al. (They couldn’t resist going Half The World Away with Aurora this Christmas.)

But the Lo Fang track is knowing in a very different way. It adds a level of high camp that more mortal creative directors and producers could only dream of. Taking a track that would happily grace a Will & Grace house party and then raise the camp bar further by art jazzing it is audacious indeed.

I am not sure how anyone could better this on the camp-o-meter.

So I wonder what next? Perhaps they will have to go the other way. Perhaps we will get really, really high camp songs re-recorded with brutal street grit.

Rocky Horror’s Sweet Transvestite could be covered by The Streets.  And come to think of it, D12 could do a storming version of Let It Go from Frozen. So, there is definitely some more room for manoeuvre in there – a few more rungs of insanity to climb before we run out of puff in the music department.

Now what of the journey? Part of me desperately wants the exquisite wide shot of the beautiful car crossing the bridge to the city in the Chanel No 5 ad to be interrupted by the highly irritating Sat. Nav. saying “At the next junction, turn left, then turn right, and follow the ring road back to your child as they are currently playing with an electric iron in the infinity pool.”

With all this enigmatic driving around to no real end (even Jonny Depp’s at it) there must be a probability calculation on the back of a napkin somewhere that tells us when and where they might all collide?

Given that driving is so central to many of these commercials, perhaps there is a Peage in Fragrance Film Land somewhere where it all comes together – a place where, if you parked up with a sandwich and a thermos for long enough, you’d have the pleasure of watching a caravanserai of some of the most beautiful cars in the world driven by some of the most highly paid actors stream past. (Who needs the Mille Miglia.)

I can just see them arriving at the Peage gate and, on realizing they do not have Telepeage, rooting in their oh-so-gorgeous bag for a handful of ‘change’ (it would have to be a fist of exotic coins; cast with distracted elegance – there’s no cool Slo Mo moment to be had in popping your carte VISA in a gnarled plastic slot – a sexual metaphor perhaps but no filmic opportunity).

And then, as quickly as they arrive, they are through the Peage, all driving off in different directions to continue the eternal journey.

Maybe this meeting point might create a whole new dimension of Fragrance Ad.

Perhaps if we laddered back, one of those breath taking crash reverses up into the heavens; into the atmosphere above (and god knows theres an industrial quantity of very expensive atmosphere to ladder through), we would reveal that Fragrance Film Land is in fact a sort of board game of life – a Snakes and Ladders meets Monopoly of circular and inter-related narratives criss-crossing at various points across multiple terrains and contexts – by/in/on/above/beneath an Alpine tunnel, Malibu beach house, NYC studio, Parisian rooftop, Roman side street or Utah dirt road, at sunset/sunrise/Spring/Fall/Christmas/Lunar Eclipse.

Maybe we could gamify Fragrance Film Land? A sort of Farmville meets Mario Kart for perfume. Choose your character and vehicle. Choose your eternal circular yearning journey. Choose your mood/season/context. Choose your re-record soundtrack. Bingo. We’re off.

And the pedal hits the metal. Chanel 5. Black Ops. Available for PS3.

Now that would be worth switching on for.

Hoover bag, fish-tank, trophy cabinet & the art of wearing your intellect lightly.

30 Monday Nov 2015

Posted by Thin Air Factory in Uncategorized

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Tags

Arts & Humanities, Atomic, beano, Class, Culture, Doctorates, Evolution, Fish Tank, gogglebox, Hipsters, Hoover bag, Hubble Telescope, Intellect, Intelligence, M Theory, Race, School Swot, Sex, Showing Off, Sir Richard Attenborough, Smarts, society, Stephen Hawking, the Sciences, Tophies, Tribe, Universe, Wit, X factor

vacuum-bag1.jpg$_35.JPGTrophy-Cabinet1.jpg

Hoover bag, fish tank or trophy cabinet? Which one describes your model of intellectual self-awareness and demeanour best?

I spend a lot of time suspended (the animation part is discretionary) between two worlds where intelligence chimes very differently and how it is worn can speak volumes:

One brims with an ‘earthy’ scrum of normal people with their pop populism, non p.c humour, fun food formats, all things sporting, inappropriate music lyrics, sudoku and simple telly pleasures:

The other teems with a rare, heavenly throng of ‘visibly’ smart people (staggeringly smart actually) whose weather eye rests not just on Gogglebox but also on the material and scientific threads that stitch us in to our universe at a sub atomic and particular level from both the inside out and the outside in: a sort of Hubble-scope meets microscope universal view. Which takes some cells, grey or otherwise.

Whilst suspended between these two worlds I have come across a myriad of different shapes and shades of accidental, expressed or demonstrable ‘intelligence’.

But for the sake of this piece I have gathered them into three buckets.

These buckets are purely based on how people ‘wear’ their intelligence, knowledge and learning. They do not seek to make points of a sex, class, race, regional or tribal nature.

Intelligence, smarts and book learning are as likely to be mocked or marvelled at in a stately home in Cumbria as they are in a mock Tudor Semi in Southall and a single-parent council house in Cleethorpes.

So the three buckets are as follows:

Hoover Bag:

The majority of us, though our intellectual reserves have been honed to some degree in our childhood and teenage years through some form of formal education, spend most of our time applying a needs-must, auto didactical approach to the appropriation, collection and storage of any information, data, knowledge and the subsequent exercising of it via what might loosely be called intellect and its reflex inventive cousin ingenuity.

We just hoover up what’s in front of us at the time; all in the moment and for little reason other than to get through, survive, overcome, complete (or avoid) the tasks that life sets in front of us. Most of it tends to be transient: pockets of old knowledge from schoolbook rote and favourite teachers, the history channel, anything ever said by Sir Richard Attenborough, the odd TV show theme tune, an ex-lover’s ‘hot tunes’, news stories, sleeve notes off albums, film quotes, holiday resort locations, train times, exam questions, sweet names, bus numbers – the majority of it utterly random and seemingly disconnected – fluff and drivel: insubstantial, frivolous, fleeting. Only of meaning in the cats cradle of life and experiences in our head. All hidden deep in the bag unless we’re compelled to have a rummage.

But in that intellectual Hoover bag somewhere, amongst all the dust and atomic grains of everyday life – with a little rooting around – and if pushed – there are brilliant little treasures to be found: nuggets; the intellectual version of shiny marbles, lost lego characters, the odd ear ring, the missing washer off that clock, and a rare coin from somewhere exotic.

It’s not that we’re incapable of being a Fish Tank or Trophy Cabinet. On the odd occasion we can be very intellectually forthright. But. We’re just not that interested. Intelligence for most is directly linked to and in relation to what we must and need to do. Work. Earn money. Buy treats. The odd holiday. Survive. With Stickers. Intellect does not represent anything of value for us to wield in the world. Exams are for getting through. Real stuff is about what books cant teach and accolades cant fake: common sense, nous, drive, smarts.

Many people remain deliriously untouched by the compulsion to scale ever- greater heights and plumb ever-deeper depths of their intellect to pull out a plum.

There is in fact a running suspicion amongst a lot of people that too much learning is bad for you. Like fatty foods and alcohol.

Referring to people as being intellectually obese or an academoholic probably hits the referential nail on the head.

A lot of people feel an antipathy to the ‘too clever by half’ bunch, not too dissimilar to the feelings people harbour for the overly fat and the commonly drunk. Fat drunks take it to a whole new level of course.

Getting above yourself is one of the most common malaises they point to in the overly smart.

Fish Tank:

Go up just one notch and things change for the shinier. This is not yet the domain of the public academic, but certainly we are now in a realm where intellectual and academic possessions are going on show – they are becoming socially important not just to the trajectory of us as a person but also to our sense of self – our core identity. Their value isn’t hidden any more.

Fish tank intellects are suddenly about visibility: about being seen to be smart. It can start small. Quipy; witty. Ripostes. Razor sharp. ‘Quick wittedness’ gets bolstered with facts and bite sized pieces of knowledge not found on the history channel or in the newspaper. Suddenly we’re utilising our intelligence not just as an evolutionary survival mechanism but as a status marker, courting tool, and social lever.

However small, simple and under-populated the fish tank might be (We’re all quietly fond of the singular fish bowl inhabited by that gold fish) there is still a shiny attractive thing to look at.

Now fish tank intellect land is the bucket that provides the most flex and room for manouvre. Because you can go from one small intellectual goldfish in a clichéd bowl of water on a window sill to a multi-atmosphere self cleaning super sized wall set super tank with teeming shoals of exquisite, rare and increasingly expensive creatures.

From Intellectual Ahhh! to intellectual WOW! At the super scale end we find ourselves in the world of the serial collector of intellectual pursuits – reaching far beyond what they will ever need for their day job. The role of intellectual curator and collector of brightly coloured intellectual exotica as a matter of projected identity is a big deal for big fish tankers. But the big difference between these and the Trophy Cabineteers is the stealth nature of the presentation. However bright, gregarious and attention seeking the various and increasingly valuable baubles are, they are not presented ‘directly’. This is a world where proofs and demonstrations of intelligence are refracted through a prism of tangential referencing – obtuse, sophisticated, shrouded – usually hidden inside some trojan horse of life learning or experience story: presented simply as a new piece of the expanding fabric of their life.

But however subtle the presentation – these brightly coloured attractive and seductive entities are most definitely for show and for effect.

These ‘exotic splashes of colour have been plucked from the sea of knowledge to aggrandise us: to decorate our lives and create conversation focused on us through them.

Trophy Cabinet

Smashed it. No time or interest in discretion or subtlety. I’m smart. I’m bloody clever. And competitive. An intellectual winner. I’ve got more degrees and PhDs than I can shake a stick at. Doctorates are just the beginning. I probably have a few Honorary Executive positions as well. Sciences. Arts. Humanities. Classics. Don’t care. Whatever it takes. I am not in the business of doing a topic. I’m in the business of being really, really clever – and wearing it on my sleeve. If anyone’s up for a Nobel Peace Prize it’ll be me. Via national and then global recognition. I am professionally clever. Love academia. A wonderful pursuit. But please keep your intellectual generosity and shared collectivism of the mind to yourself. This is the expanding me show of cerebral fabulousness.

Simply put, you’ll all come to realize that you are cerebral dwarves and I am resplendent in the glow of my own brilliance. I am Alpha Meta.

A harsh caricature? Perhaps. But the dissonance between what we consider intellectually valuable in the more rarified halls of first world academe and what humanity actually requires to live thrive and survive on this planet can sometimes make us look at the trophy cabinet persona and their exceptionally competitive and vaguely sociopathic behaviours with a not necessarily benevolent eye.

For many, especially those struggling to make ends meet and having to work all hours to do it, and for those with a natural aversion to people who speak ‘in riddles’, it is hard sometimes to see the greater value in  relentless and unquenchable pursuit of ever greater learning. To many it is hard to see why anyone should support or laud someone wanting to remain the ‘eternal student’, wrapped in ever decreasing intellectual circles on arcane subjects that owe more to human ego than evolution.

The Trophy Cabinet model of flamboyantly worn intellect is mostly seen for what it ostensibly is: a tower of self-impression: a monument to ones ego. Questionable. Perhaps.

BUT, before we start measuring how many hands high the horse is we’re leaping on to sound off about the super bright, it must be remembered that these stratospheric arrogances of the mind and the intellect (as some see them) bring much to be thankful for: scientific advances and revelations that make enormous tranches of humankind more healthy and more resilient.

Some of these people have opened doors in the fabric, nature and story of human kind and the multi-verse we exist in. And we are better for it. And for them. Whether we think they’re too smart by half or not.

Witch hunting and pointing fingers at the nerds and the super bright people is a lazy pursuit. Existing, as many do, ‘on the spectrum’, dislocated from and uncomfortable around what most like to see as ‘normal’ people, they have their own crosses to bear: crosses that many of us would never countenance let alone endure. Brainbox baiting also smacks of being ‘chippy’. Take a swing ‘cause you make me feel bad! Thankfully now that Stephen Hawking is officially rock n roll, with his own Hollywood movie to boot, and the new tech hipsters are to all effects bearded and brogued members of the Nerd tribe, the old Beano comic view of school swots is changing – slowly.

Learning, the knowledge it brings and how the individual mind processes and leverages that knowledge to best and personal effect, to inspire and engage us may be a divisive topic; but we need to celebrate and embrace every type of intellect we have if we are to continue to live, thrive and survive.

And whether the gems of insight, idea and illumination that improve our everyday lives get shaken out of a hoover bag, netted from a fish tank or taken down from the trophy cabinet, I couldn’t care less.

Now where did I put that nozzle…?

Sea Cruises, Finding Nemo & the power of a floating social network

01 Sunday Nov 2015

Posted by Thin Air Factory in Uncategorized

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Acidification, Farmville, Finding Nemo, Flip Flops, Fossil Fuels, Gamification, Goggles, Great Pacific Garbage Patch, Marine Volatility, Overfishing, P&O, Quantum Of The Seas, Royal caribbean Cruises, Seaquity - Traded Equity share of the Ocean, SOCA, social networks, The Global Ocean Commission, Trash Vortex, UN Oceans, Viking, Virgin

Mackerel-Ball

The Cruise industry is projected to launch 21 Million+ passengers on to the Oceans in 2015, delivered by ever-bigger ships with more on-board facilities.

And Royal Caribbean Cruises are leading the trend with the launch of their state-of-the-art 4000+ capacity liner, Quantum Of The Seas.

So no one seems to be struggling to bring the People to the Oceans But is their growth strategy resilient?

Resilience demands that we balance the Opportunity already identified with the Volatility* the category has to manage and absorb over time.

Interestingly the one volatility that seemed to be missing in the conversation is that of the oceans on which cruise companies ply their trade.

And by recent reports, oceanic degradation* is one volatility that offers both the greatest challenge and the freshest opportunity.

Our human wellbeing is inextricably linked to the well-being of the oceans in ways most of us do not realise – why would we? Oceans are ‘out there’ – far beyond our scope of interest – and Ships like Quantum of The Oceans will only go to exacerbate that increasing emotional and rational dislocation.

The bigger the ship; the further away from the sea you’re floating on you become.

But consider for a moment how a simple shift in brand focus:

FROM: Bringing the People to the Ocean

TO: Bringing the Ocean to the People

might offer a fresh source of innovation and differentiation.

Suddenly each ship becomes a floating social network with a bigger purpose – to influence a more sustainable relationship between humanity and the oceans.

Lightness of touch is essential.

There’s nothing quite like a guilty conscience to sour a hard-earned holiday.

Far too many ethical holiday companies forget that the mindset of the average holiday-maker is: ‘I’m going on a holiday, not a crusade’.

So make it fun. Gamify it. Build the oceanic equivalent of Farmville.

And let’s get Google to map the oceans and build a My Drop In The Ocean Pixel Platform while we’re at it – name a pixel of ocean after a loved one.

Who knows: 22 Million Drops could make for a new ocean.

Just a thought.

Deeper notes behind the ‘thought’ below.

* Volatility – a complex interdependent value chain supply chain model manages a number of volatilities – fluctuations & pressures on cost of serving the increasing expectation of experience at decreasing cost – the cost and resource required to managing sustainable fuel sources, innovations, costs and regulation (specifically the low-sulphur emission targets required by 2020) – the increasing pressure of cruise line passenger numbers on destinations infrastructure, environment and socio-cultural dynamics – the impacts of natural disaster and terrorism on general tourism trends and specifically in destination – itineraries shifts.

* The impact of Ocean Acidification, increased acidity caused by run off from ocean side cities and farming and its impact on global warming, sea life and colonies; and the blight of Trash Vortexes – in tandem with over fishing – has bought the condition of the oceans to a point of crisis – so much so that a number of special committees set up to deal directly and specifically with the impacts ad the management of them

The Global Ocean Commission – According to research reviewed by the Commission, this major proportion of the global ocean is under severe and increasing pressure from overfishing, damage to important habitat, climate change and ocean acidification

UN Oceans – In September 2003, the United Nations High-Level Committee on Programmes approved the creation of an Oceans and Coastal Areas Network (subsequently named “UN-Oceans”) to build on SOCA, covering a wide range of issues and composed of the relevant programmes, entities and specialized agencies of the UN system and the secretariats of the relevant international conventions, including the International Seabed Authority and the Convention on Biological Diversity.

Rugby, Hemispheres & the zen art of flight.

23 Friday Oct 2015

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All Blacks, Arthur, battle of Waterloo, gallipoli, islanders, Jonny Wilkinson, Merlin, Native American Indians, Northern Hemisphere, percical, Playing Fields of Eton, Rugby Union, Rupert Brooke, Southern Hemisphere, The Fisher King, The Great Spirit, Zen Archer

maori ball 1a-500x500

Watching yet another decimation of a northern hemisphere side by a southern hemisphere side; the All Blacks to be precise, I found myself and a very old friend of mine, Robert Calcraft, contemplated WTF is the problem.

My punt, pardon the pun was this. That in watching three replays and the speed of hands and feet from the All Blacks, something became suddenly and conspicuously obvious. The leaden man-to-man game of the northern hemisphere was being rent asunder by a higher order of game that mesmerised for very good reason. And in the the hypnotic focus lay the answer.

I realised that in every replay I was transfixed by the passage of that beautiful white elliptical object as it traversed the field on its way to (99.9%) certain grounding. I paid no heed to the player whose hands it passed through. They were unimportant, Simply stewards of something greater than them.

And the way of the Zen archer came to mind: exceptional precision made true and absolute by obsessing on every influence on the flight of the arrow – the tensile nature of the bow, the tension of the gut string, the cleat at the root of the arrow, the integrity and nature of the wood shaft, the exception of the feather flight, the perfect symmetry and the weight of the arrow tip – no interest in what comes before -the archer – or what will follow – the target. Everything centred on one pure exception of flight.

Suddenly against our Northern obsession with player, cult of personality, physical engineering and endless ruminating on position and play  – everything rooted in a pedestrian passing from hero to zero – their pure focus on the passage of that elliptical god from one end of the field to the other made absolute sense to me.

Perhaps the real gift of the islanders and the Maori to the world of Rugby is a zen connectedness with the passage of everything other than the mortal through time and space. A oneness that every tribal member shares. A connectedness to the great spirit, the cosmic fizz, the sky warrior. Where every man is subject to the greater forces – a mere tourist for a moment or a lifetime in their ability to capture the North and West winds in their palm – to turn them and shape them to some purpose on their way forth.

In this way perhaps they are spiritually unfettered from the need to render school boy heroes from each player, to sculpt and set up for adulation. The tribal and war like islanders remain untouched by the need to create Victorian Boys Annual giants of endeavour from their ranks.

They keep squaring a circle that we have long forgotten how to draw. We once believed that great battles were won before they were fought. We understood that, like the war games of Spartan youth, ones greatest war like prowess is explored and exercised in a childlike or bloodless (ish) game – by the future warriors and leaders of our tribes and people as a proxy for real war.

But the warriors of the southern hemisphere do not and never have succumbed to the industrial arrogance of the pre Victorian military idyll and pomp that we turned that belief into – as Waterloo being won on the Paying Fields of Eton. Each man stands both individual and inextricably connected to the atomic and spiritual world in which they exist – as a continuum of existence in adversity – simplest the latest in a long line of warriors.

There is something almost other worldly in watching the islanders at their best playing fluid and breathtaking rugby. Each is capable of becoming part of the warrior elite but they seem consumed by something greater. You cant play at this. To us in the Northern hemisphere it might seem very self conscious and over worked BUT it is complete and creates complete rugby in its wake.

Southern Hemisphere players (and I focus on the islanders here as in them and in their fierce open style are the root of the southern hemisphere advantage) do not need the status of born leader to raise themselves up.

One of their heroes, Te Kooti Arikirangi Te Turuki, a maori of good family but not of chiefly stock, was renowned for his fierce warrior abilities and powerful personality. This collision between the tribal model of greatness – earned seized vital active – and the old Empire model of greatness – gifted entitled applied assumptive – sits like a thorn betwixt many of the Southern and Northern Hemisphere conflicts and partnerships.

The Empire minded industrial colonial machine is at work in English rugby. We are not set free by Jerusalem but imprisoned by it – damned by the leaden machines of its satanic mills. When the Lamb of God does appear in our secular England it usually to be seen leaving the green and pleasant field to be salted rubbed in oil and sprigged for the oven on a Sunday.

The parts of Britain which still make room for and celebrate their pre Christian selves still seem to find something ‘magical’ in their game that I just cannot see in ours.

Their players seem rendered from a different clay. Ours are shaped by the Boys Own Annuals that celebrated the predominance or our great British (for which read Norman English but with a Scottish Bank and Merchant Class, and Welsh Scots & Irish armies) cultural authority over ‘voodoo native cultures with their ‘dreadful’ barbarism: an ethnic snobbery that began with the sneery dismissal of the barbarous Welsh and pagan Irish and heathen Scots.

So with The Maori culture – a tribal culture that celebrates the elemental mysticism myths and legends of its past in the present.

In this way the Maori (mortals) and the Wairu (Gods) enjoy a similar relationship to the Mythic cycles of Nordics, Celts (Gaels) and the native Red Indian. Cultures and societies who are still meaningfully connected or unprepared to dismiss or decry the Elemental mysticism or supernature of their people

There have been times recently when the ‘magic’ that occurred between the Leinster and Munster players when on the field playing for Ireland takes on the nature of a living myth. (Unsurprising that the epics of Fionn mac Cumhaill were played out across the lands and ranges of Leinster & Munster.)

These moments for me capture the pure spirit of them; when the long shadow of their prehistory and the mystical nature of their people rises up for even but a moment. A moment when we see the Tuatha Dé Danann at work in the world – as they take a journey from Gods into kings and heroes

The Welsh similarly in the Four Acts of the Mabinogi track the journey from pre-christian deities into heroes and Kings. And behind their Christianity lies a well head of something far deeper and rooted in the rocks, caves and valleys of their past.

It is much the same with their celtic gallic cousins. We can’t fail to be inspired in those brief moments when the ancient gallic super-nature of the French rises up and over the ‘intellect’ of their more recent aristocratic revolutionary selves to rip across the field.

Indomitability over the machine – the engineered society rent asunder by something more primal – is a reoccurring theme enjoyed the world over. Indomitability for many French lies in the characters of Asterix and Obelix. Their ability to rip up the best of the Roman Empire’s legions through a mystical potion prepared by the druid, Getafix, is played out again and again on rugby fields when the All Blacks meet the English on the field. We represent the arrogant machine and they the elemental spoilers of our party. And the difference that lies between a team that is rooted in its elemental mystical culture and one rooted in its slightly jaded right of entitlement to rule is plain to see.

The Maori and islander races look like they are stewarding the great north winds through their hands from the mountains to the sea.

The English look like they’re moving the farm machinery from the barn to the lower field.

Christian cultures especially those of the Empire minded colonial kind have created a culture that – though it can dig deep to achieve its ambitions and objectives – is incapable of reaching into the super nature of the very earth on which it stands – because we’ve written out and over the Pagan that rooted us in that land and its spirits and then written off the Christian that obscured the pagan.

The Haka may well have become for all intents and purposes a simple piece of brand theatre (I feel the hand of Kevin Roberts of Saatchi & Saatchi in there somewhere), the one thing it does is simply remind every All black at the commencement of every game that their starting point – their focus and their ‘super-nature’ – starts from a different point to everyone else.

One only had to look at some of the Idents in the World cup coverage that featured the Kiwi players in their local club environment. It does not surprise me that behind them stand Mountains better placed in the mystic swirl of Lord Of The Rings, as opposed to the smoke stacks of middle England.

In fact some would say that the New Zealand version of heart of darkness has delivered an indomitable foe. That the Richie MaCaws and the Dan Carters are effectively the descendants of Northern hemisphere farmers who have ‘gone native’ – who have rendered themselves Maori in heart through some cultural Colonel Kurtz moment of revelation. (Delusional? perhaps. But something is going on in there!)

What of the Tri-Nations cousins one might ask, Surely Southern Hemisphere rugby football is not just about the All Blacks and maori tribal mysticism?

Perhaps not. But the shifting nature of the game in the southern hemisphere has been shaped by a relentless succession of All Blacks victories. And in the end even the Dutch Boer farmers of the Transvaal and the red dust farmers of middle Australia will eventually apply the ‘if you cant beat them join them’ rule. And if you’re playing them often enough you’ll learn very quickly. As they have.

So where does that leave us? Way behind.

What’s the answer? My punt? Hire Time Team to rekindle the Briton inside English rugby football. (It’s unsurprising to me that the West Country and the Northern reaches provide us with some of our greatest and most spirited players! – strongholds of regional cultures rooted in something more akin to the mystical, mythical and druidic.)

There was a time when we happily concurred with the old beliefs – that the people and the land are one. And in turn the greatest of those people – the King – is capable of effecting the nature and spirit of super-nature itself. We believed in our connectedness and elemental one-ness with the earth under us.

Cue Bluffers guide to Arthurian myth part 1. The Fisher King (English rugby) is wounded. The Fisher King is in trouble – impotent as is the land around him. We need Percival and a super druid to sort this shit out.

Our issue will be that we ignore The Fisher King of English Rugby football at our peril.

There was a time when we gladly recognized the deep roots of our connectedness – our supernatural selves – to the land beneath us and the myths and legends it spawned.

But unlike our Celtic and Gallic cousins and certainly all of the other world tribes who still happily ascribe to their supernaturally rooted selves, we are incapable of wearing this connectivity lightly. To us the Stonehenge scene in Spinal Tap gives a good bearing on what the average Brit Rugby player thinks of mysticism.

We dismiss as voodoo or hippy crap anything that smacks of it. Because our ascendency was marked by the control of nature not the respect and communion with it – in the mining of our dark satanic empire mills and the tilling of our distant colonial plantations and fields.

We need to let lose the Merlin in our people – especially those on the rugby field.

They need to ride the dragon’s breath. (And that isn’t a euphemism for the fug that floats around inside the scrum 73 minutes into any given game.)

To find our own version of the Zen Archer – to reveal the part of us that acts intuitively, rooted in a fluid understanding of the metaphysics of matter as it passes through the world we inhabit – we need to be respectful of forces we cannot see hear nor comprehend.

Which brings us back to the view of a team where every player is in service to the passage of something greater than them.

To them it seems like a dream is being passed along and down the line of their ancestors from player to player. To us it looks like a pasty just hot out of the microwave at GREGGS being passed along the bus-stop.

Anyway. If we’re lucky the super-nature of the Maori inspired All Blacks might just fall apart under the weight of some Dutch Afrikaans tractors and we can breathe a sign of relief and re assert our gentleman farmers guide to rugby football.

If we’re lucky all this mystical cobblers is just that – a rumination on a cloudy friday afternoon; meaningless under the towering auspices of what northern hemisphere and English rugby in particular are yet to unleash

But then again it just might not be.

TRUST, Values & turning up in the I’m Funny T Shirt

22 Thursday Oct 2015

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Authenticity, Bonus Culture, Brand Agencies, brand behaviours, Business Schools, Consumer Rights, Contracts, Corporate Affairs, FMCG, Funny, Gladiator, Iconic, Integrity, Keynote Speakers, Management Consultants, Maximus, Oliver Williamson, purpose, Retail, Rigour, Rome, Spinal Tap, The Big 4, TRUST, Values

keep-calm-and-remember-im-funny

… I maintain that trust is irrelevant to commercial exchange and that reference to trust in this connection promotes confusion.

— Oliver Williamson

 Trust. Small Word. Massive Impact.

But which ‘Trust’ do we actually mean when chiseling the word for the umpteenth time onto the Values Plinth? There are a few versions out there – and none more corrosive that faux TRUST or the TRUST that comes from the dressing up box of corporate affairs – fancy TRUST – a word draped in Savile Row charcoal cashmere, or beautifully typeset and set high on the wall – yet inert – made moribund at the moment of its stitching and forging.

Then there’s buttoned up TRUST. Ironed repressed imprisoned – bear baited into a contracted commitment between one actor and another.

In these contractual prisons, the real power of TRUST; as a proof that liberates people to act decently and respectfully and with singular purpose at all times, gets twisted and shoved; and roughly cut away to fit into the self interested margins of the contract it supposedly underwrites.

Then there’s the TRUST of the podium, the BIG TRUST of soundbites and ‘our journey’ and the soaring oratory of perseverance and endeavor – an ephemeral fleeting TRUST that fills both the chest of the corporate speaker impugning it and the hall into which they decant it, only to wash out of the back doors into faint memory and insignificance – sullied and cheapened by having ever been bought there in the first place.

And then there’s the TRUST that protests too much from the statements and the releases of those who have traded, stained and manipulated it most. (Yes, banks and financial institutions, that will be you, and your FMCG and retail friends there on the bench next to you; with their palm oil and indentured labour hidden in some foreign field that is forever England: or the provider of its pants at least.)

If you wish to speak of real TRUST, speak in hushed respectful tones; speak rarely; in fact, come to think about it, we’d rather you didn’t speak of it at all.

Much like the exquisite blue guitar in Nigel Tufnel’s Guitar room in Spinal Tap, there is a sense that to even point to TRUST would be to destroy it.

“its special, look, see, still got the old tagger on it, never even played it”

“you just bought it”

“dont touch it”

“…was just looking at it…wasn’t going to touch it”

“…well, dont point …even”

TRUST is a dream that so many institutions crave but in that craving lies the source of self deceit. In their idolising of it lies the greatest measure of how fragile it is in their world: and how often and easily it can be compromised, corrupted and set aside.

In one of the opening scenes of the film Gladiator, Marcus Aurelius explains to Maximus that Rome is not a place but a very very fragile dream:

“There was once a dream that was Rome. You could only whisper it. Anything more than a whisper and it would vanish…”

TRUST is that fragile. So it is best kept safe and sound and away from prying eyes under purposeful lock and key. It is made all the greater by remaining invisible and unreferenced.

But invisibility and absence are two very different things. The absence of TRUST renders every other corporate buzzword insignificant. Rigour, openness, expertise, integrity, promise, commitment and guarantee – all are simply conjuring tricks if not underwritten by real TRUST.

Real TRUST, the silent knowing kind, is the one that walks through relationships and partnerships without braggadocio or pomp.

Real TRUST never speaks its own name, claims its own accolade or states its own credential.

Much like its culturally-rooted cousin – ICONIC – it is an accolade for others to apply.

To state it is to turn up in the I’m Funny T Shirt. Don’t tell me that you’re funny, tell me a joke. I am wholly capable of deciding whether to laugh or not all by myself.

Real TRUST is not an academic concept or an intellectual exercise; much to the irritation of pretty much every business school, who seem to see TRUST as a compound fraction as opposed to the complex chaotic collision of context, circumstance, tangible and intangibles that it really is.

Real TRUST is felt, sought, fought for, prized, pursued, missed, believed, encountered, received, gifted, hard won, quickly lost, broken.

Real TRUST is to some professions a supply chain issue – the most critical systemic element that needs sustaining above all else – the securing of its source, its protection of its integrity, the sage management and application of its use, the zero waste and optimal energy processes that support it – all mandatory for its continued and unadulterated presence and role as the primary tool in the mitigation of risk for those professions

Real TRUST draws its potency from its paradox – from its staggering strength and precious fragility – while whole, real TRUST moves the hearts minds and mountains that find themselves in its thrall – but it can be shattered irreparably by a look, a word, the flick of a pen, the click of a mouse, an act sometimes so small as to be barely noticeable.

Real TRUST is the UNICORN of professional endeavor. While it exists in the world, all is well – but if it is forgotten, mortally wounded or set aside, the dark side will prevail.

A MATTER OF EMPHASIS

Real TRUST The assured reliance that someone else will do everything in your best interests and to the best of their ability.

Real TRUST The faith that they will, even in your absence, act faithfully and respectfully in regards to you and the things you hold most precious

Real TRUST  The sure knowledge that no exceptional, proprietary or empiric expertise knowing insight or skill will be held back or remain obscured in their undertakings for you.

Real TRUST  The singular base fabric of any profound relationship: woven from myriad strands and threads of multiple and relentlessly reoccurring and improving emotional and functional transactions of every shape size and hue

Real TRUST The invisible certainty that allows rigour to act unfettered in the room and in the moment

Real TRUST The slingshot of integrity: the champion of authenticity: the springboard of exception:

Real TRUST the most dynamic currency in the assurance economy: selectively invested but never traded or brokered.

Real TRUST the only critical investment worth making in any and every relationship no matter how big or small.

Real TRUST the unquestionable and immutable truth of any profession

Real TRUST is a market shaker, a world turner, an opinion shifter and a deal breaker – the one precious thing that cannot be bought or begged.

Real TRUST cannot be faked, cannot be belittled, cannot be impugned and will not be sold.

Real TRUST is more than a flat inert word on a values plaque or a commitment in a corporate mission. Real Trust is a living extant dynamic and irrepressible thing.

You cannot put real TRUST down, diminish it, demean it or set it aside.

It is the silent ROAR – the mighty Yawp – in every meaningful conversation: and cannot be talked over or shouted out

In the space between TRUST and WORTHY

TRUSTworthy is a simple word to describe a process person or material thing that can be relied upon to fulfil particular tasks time and time again with little decay or degradation in performance or effect –and in doing so make themselves worthy of trust.

It usually involves an incremental journey undertaken by two parties towards belief in each others ability to ‘do what they say they’ll do’ – a journey that is mostly undertaken via proof – measurable evidences great and small – of each’s ability to engender trust in the other.

The levers and pulleys of TRUST?

TRUST seems to be most often engendered by people with an unshakeable sense of Purpose to effect good things in the world – for both themselves and others: People with an irrepressible belief in the simple authenticity of what they do, doing the right thing and keeping their promises. These people regularly demonstrate an inappropriate degree of naked courage – effortless and comfortable in their transparency. They relentlessly apply this belief, commitment trait and nature in everything they do. They are meticulous in their approach – rigour never far from their mind. And they value integrity above all else.

UNSHAKEABLE                 Purpose

IRREPRESSIBLE               Belief

NAKED                           Transparency

RELENTLESS                   Application
METICULOUS                  Rigour
TRUE                              Integrity

I TRUST you to have an opinion

I TRUST you to have the right intention in proffering it

I TRUST you to design your particiaption  in commercial ethical and value terms acceptable to all parties

I TRUST you to price what you do fairly

I TRUST you to do what you say you’ll do

I TRUST you to not compromise the relationship or other interests while doing it.

I TRUST you to reconcile fairly and in good time

I TRUST you with my interests

I TRUST you

Chocolate Instagram, digital consumption & the sweetening of social memory.

07 Monday Sep 2015

Posted by Thin Air Factory in Uncategorized

≈ Leave a comment

Tags

A.I., Apps, Brain Scans, Confectionary, Consiousness, Digital Consumption, Digital Obesity, Educational Psychologists, Fat Sugar Compounds, HUman Existence, Instagram, John Sweller, Justin Kent, Kodachrome, Long Term Memory, Maltesers, Mondelez, NeuroScience, Neurotransmitters, Nicholas Carr, Social Memory, social networks, Social Technologies, Swiss Chocolate, tenderness, Walter J Ong, Wonka Bars, Working Memory

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Could chocolate provide a simple low cost off set strategy to the impact of repeated use of technology, devices and the internet both on our individual long term and our collective social memory?

Could an old school tablet of a particular chocolate offset the dulling of our deeper human conscious software bought on by hi tech devices and surfing the net?

Nicholas Carr’s The Shallows pointed to the neurological impacts of constant and intense internet usage on us – with evidence that suggests that how our brain works – the way we think and in deeper terms how we retain and internalise our experiences both immediate, short and long term – is directly affected by how we experience life through the lens of our digital age.

We use technology to accelerate and expand both the speed, reach and the expanse of our lives.

But we rarely stop to consider the impact of using technologies to do so. Any negative consequence of doing so would simply ‘get in the way’ of the immediate gratification and the life enhancing abilities of fully submerging ourselves in a stream of tech derived stimuli.

Its just cool kit right? That helps us be our fabulous expansive selves.

But as we are coming to realise, technology and all it brings has far deeper resonance on our humanity. It always has, regardless of type, culture, epoch and era. Let us not forget that, at one point, alphabets and writing were an exterior technology. But their impact on how we retain, process and express our most profound human selves has been immeasurable.

Carr cites Walter J Ong in that “Technologies are not mere exterior aids but also interior transformations of consciousness”.

Modern digital and social technologies, in rewiring how we think, are changing our capacity for retention of information – especially the kind that feeds our deeper long-term memory – in ways that may seriously affect how we remember – both individually and collectively.

Contrary to the previously held belief that “it played little part in complex cognitive processes such as thinking and problem solving”, long-term memory is more than just a warehouse for ‘stuff’, according to Australian educational psychologist, John Sweller – “long term memory is actually the seat of understanding. It stores not just facts but complex concepts or “schemas”. These schemas are the very things which give depth and richness to our thinking.

So how our working memory – the short term immediate variety – works and its ability to transfer information to our long term memory has a massive impact on and is central and fundamental to the ‘health and dynamism’ of consciousness.

So where does the Chocolate Instagram connection come into this?

Last year I had the pleasure of being party to a number of research groups across France, Germany and Russia run by the inestimable Justin Kent.

The research in question focused on deciphering the true ‘emotional’ heart and hook of an iconic Swiss chocolate brand. The theory was that the chocolate seemed to be rooted in a deeper sense of emotional well being and connectivity of a particularly tender variety. (I know, go with me on this one: its surprising what a group of supposedly sane adults can come up with in a room when they’re exercising their intellect and protecting their school fee paying salary and smart holidays.)

That the taste and experience of the chocolate might build an instant bridge between the Now and the deeper long term individual and collective social memory bank was to be fair not that ridiculous an assertion.

In two of the countries researched, millions of people had grown up with the chocolate, so its role in golden-fringed and highly personal memories of childhood and of naive simpler times was to be expected

But interestingly the research also revealed that this was a reoccurring theme across both the countries where the people had grown up with it and in those where it was a new arrival (albeit using very small highly qualitative samples – and with only one ‘new’ country in the mix).

Something in the chocolate’s sweet emollient nature – its texture and melting properties – and the way it made you play with the square of chocolate in your mouth (a quite childlike think to do)seemed to create a brief momentary sense of wellbeing that seemed to be rooted in taking people to a naïve and simpler place in their head, regardless of whether they had ‘grown up with it’ or not.

To be clear this was not a retro, nostalgia moment that lifted them up and out of the moment into a reverie removed from the here and now. It seemed to bridge the space between their ‘Now’ – their working memory – and their ‘Then’ – their long term memory.

Much like the Kodachromatic filter on Instagram that immediately makes any picture just taken look like a memory; plucked from some old family photo album (for those of you who can remember them), the chocolate was making instant snapshots in the family album of the Now, saturating and staining the living moment in a deeper simpler kodachromatic emotional mood.

This inspired me to badge this momentary product effect as Chocolate Instagram.

But in linking something as simple and old school as chocolate to something as advanced and rooted in the burgeoning digital age as a social app, a thought popped into my head.

That Chocolate releases chemicals like anandamide and theobromine to stimulate neurotransmitters that affect our mood and effect how we think is a well proven ‘given’. It has a singularly positive effect on our disposition (unless you are on 3 bars a day and diabetic of course). Could the positive act of consuming chocolate off-set the potentially stunting, shallowing effect of our consumption of relentless digital stimuli on the well being of our brain and ultimately our consciousness?

Chocolate is certainly one of those rare compound experiences that seem to elicit both highly individual and deeply set emotional responses while also triggering immediate and ‘shared’ moments of equal emotional vivacity between people who have otherwise no connection to each other: much the same as the social apps and networks we fill our lives with.

If chocoholics are to be believed it certainly fulfils Ong’s task of being a technology that transforms interior consciousness.

Therefore it was interesting to me to ponder the possibility that the simple act of eating a piece of chocolate might be opening a synaptic connection between wells of feeling (sentimental data) in our deeper consciousness (our long term and social memory banks) and the immediate working memory of the Now, measured in seconds and moments.

Beyond the pleasurable feeling in the moment of playing a sweet melty square of chocolate around in your mouth, could chocolate create a parallel yet opposite effect? Heightening the receptors that shape how we consume the moment and subsequently how we process it? Perhaps we could build a complementary ‘conscious cloud’ computing system for our emotions predicated solely on the eating of chocolate?

That the low-fi technology of chocolate might have a similar yet potentially opposite effect on our conscious existence to the one provided by an super hi-end App used in the recording of that existence felt intriguing and in some ways complete – circular.

It certainly felt worthy of further exploration: especially by a chocolate business looking to off-set its avaricious peddling of more of its fat sugar compound pleasure with a higher purpose of sorts.

Even the simplest test might be revealing. What if we were to wire the brains of two sets or samples of people – and then have both sets undertake social networking and web surfing in isolation – the only difference being that one set undertook these tasks with the supplement of chocolate and the others without.

We could test them ‘in play‘ – eating as they undertook the tasks. We could also perform a secondary and tertiary set of tests – with consumption of chocolate happening prior to undertaking the tasks and finally one where the chocolate was consumed after the fact.

What would the brain scans reveal I wonder? No effect? Some effect? Would the activity be complimentary, conflicted; or would one either elevate or negate the other?

Who knows: but it would be fun to find out.

In the meantime, I suggest we break out the Whole Nut: oh, and a bag of Maltesers please. (And a Wonka Triple Chocolate Whipple) and consume heartily. And then perhaps tweet the empty wrapper picture to an waiting audience!

You know you want to.

Minions, miniturization, anthropomorphia & a smarter lighter life

31 Monday Aug 2015

Posted by Thin Air Factory in Uncategorized

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Tags

21st Century Consumption, A.I., Anthropomorphia, Blue Steel, Bob The Minion, Bond, Cold War, Cultural Tapas, Derek Zoolander, Downton Abbey, easyjet, Explorers, Fisher Price, God Particle, Hubble Telescope, Joe 90, John Cooper Clarke, Kellogg's Variety Packs, KFC, Life Size Living, Men From Uncle, Military Industrial Complex, Mini Series, Minions, nano technology, Playfamily Characters, Smarter Lighter Living, Subway, Sylvanian Families, VOGUE

Tic-Tac-Sweets-Minions-Banana

BLUE STEEL

I’m not quite sure when the time of old school Miniature passed.

But the last micro nail in its super miniature coffin arrived with the face of blue steel

Derek Zoolander’s phone marked the absolute end of old school miniaturization as cool. The moment he takes out the teeny tiny phone and flips the tiny weeny lid we know the old world of miniaturised anything is so last year – certainly in the electronics department.

It was different once. Miniature electronic devices were once the height of slick modern technological chic. Advances in technologies powered by space programmes and the cold war rendered cameras, screens, phones, mics, recorders and files and documents invisible (who could forget Microfiche).

When tethered to Bond-like fantasies of kit from Q undertaken by Men From Uncle and underwritten by the futurist accessories of Joe 90’s briefcase, miniature everything was overwhelmingly stitched into the military industrial complex and the spy networks of the 50s 60s and 70s – and subsequently into the wish list of every dreaming boy.

But the world turns.

Now, nano technologies of ever greater invisibility have kicked visibly Miniature technological anything into touch. That we can now view the world through both sub-atomic God Particular and super-expansive Hubble Spectacular lenses has taken our concepts of inner and outer space to whole new dimensions. And the espionage aspect of miniaturization seems a little old hat.

Suddenly, in that particular bright and cruel light, products like Derek’s super mini cell phone seem almost ‘quaint’ – folksy. He may as well have whittled it on the porch.

MINIATURE IS DEAD. LONG LIVE MINIATURE.

So is miniature dead? Is micro done? Are we all so super nano chip technology friendly that the old school miniature anything doesn’t cut it any more?

Well I say a big fat No and the reason lies in a recent airport shop excursion with my 8 year old daughter

The drudgery of a late easyjet flight home was illuminated in brilliant splendour by my daughter’s beaming face. The thing that almost made her pop was this: a massive tic-tac box full to the brim with diddly little tic tac boxes – baby tic tacs as she called them.

That a receptacle for mints of any size can elicit from her the same ahhhhh usually reserved for when we are google searching ‘the cutest spider in the world’ (a particular favourite); And Bob the Minion (the one with the teddy bear) is remarkable.

The big tic tac box filled with mini tic tac boxes is to be fair a stroke of anthropomorphic genius.

It’s as if, in a moment of fading brand share and slipping distribution the grand Tic Tac fromage has shouted down the corridors – get me Disney on the line.

And in a flash they have come up with the idea of a painfully, immutably cute merchandisable tic tac mini series. Smiley face. Smiley face. I heart you.

 (I can already see the diffusion and content brand play – a new set of collectibles with cultural cache in an animated short – Tic Tac High School featuring a punked cover of the Ramones Rock N Roll High School –  shifted to a more euro punk pop ‘tic-i-tac…tic-i- tac High school’ – a place filled with tic tac tweenagers – the loner rock-n-roll tic tac mini; a goofy one; a punky girl one, a geek science girl one and one from a [please choose from one of 6 positive discrimination ethic sub groups].

The ability to anthropomorphize is not the sole domain of the Disney Corporation. We all do it. That’s why they do it. Because we like it. We’re suckers for it. Mini dinky versions of things we know and love are astonishingly attractive.

LARGER THAN LIFE SIZE

We still love love love mini versions of stuff. Why?

Is this just the old myth and folklore traditions of the little people: the elf, the pixie and the leprechaun writ new? (There is more than a touch of folklore, Grimm’s fairytales and the Singing Ringing Tree at work in Dr. Evil’s Mini Me.)

Or do we simply find the ‘scale of life’ we lead or feel pressured to lead over-whelming – and yearn for a simpler more childlike time – a time these things remind us of?

Do we have some deep-seated yearning for a more manageable dolls-house version of the life we have? One where all of the outrageous consumption is suddenly reset – shrunk – made more manageable and therefore meaningful by reducing all that heavy burdensome stuff that we cant bear to admit is suffocating us? Suddenly, the idea that we might have the opportunity of creating a new Honey I Shrunk the Household Bills/Work Stress/Performance Anxiety/Social Dislocation/Environmental Degradation life seems very attractive at 3a.m when we’re wrestling brain worms and goes bump in the night anxieties about making ends meet.

There is certainly anecdotal evidence enough to say that miniaturized versions of everyday things seem to appeal to a quiet and vaguely inexplicable corner of our psyche.

We seem to often apply a Minion-like personality to anything we see as having been miniaturized. They are immediately made playful, mischievous, naive, clumsy, goofy flawed and wonderful. And we can do it with anything.

Watch people’s faces when a Kellogg’s variety pack is popped onto the table. We love them! These small, diddy, boxed versions of our full-sized favourites and the small piles of cereal that pop out of their waxed paper interior, the perfectly weighed statistical baseline RDA to which all those calorific and vitamin figures apply.

The compelling seductive nature of mini dinky things is at work everywhere, not just in the larder or snack cupboard.

I challenge anyone to pretend they did not LOVE mini Fish & Chips finger food the first time they came across them at some party of Do. And the Mini Sunday Roast. BOOM. Mini genius.

We’ve even got a soft spot for alcoholic miniatures. A perfect dolls-house measure for more meaningful consumption. An alcoholic Tinkerbell-treat best served in a very, very small petal shaped glass.

We have even built a mini socio cultural fabric in and around them. The poet, John Cooper Clarke, was inspired to anthropomorphise miniatures and the mini bars they come in:

You know you’re in the wrong hotel when a fight breaks out in the mini bar

WINDSWEPT & INTERESTING

Some might say that the International or Traveller’s miniature fixed the idea of little things into the psyche of the curious and the eternally childlike human being. Since the dawn of the explorer and intrepid traveller, things have been made travel-friendly by re-modelling, re-engineering and reducing items to make them more portable. Miniature versions of your everyday stuff – all specifically ‘shrunk’ to fit the traveler’s demands.

Scattered in and around hold-all of the worldly traveller we now find miniature pack sizes of shampoo, body crème, toothpaste, toothbrushes – and an array of miniature things pilfered from distant hotels or the rarified cabin class in-flight offerings – small silver utensils – mini salt and pepper pots – all of it evidence of people who ‘travel lightly through the world’ – hopping from plane to hotel room to slope to beach to boat.

Long before the existence of miniature or compressed proucts driven by smarter more sustainable strategies for a reduction in primary and secondary packaging; and the subsequent innovations in dispersal technologies they spawned, there was already a world of dinky mini travel sized everything out there – and to the increasing number of children and child like adults who find themselves on planes trains and automobiles to far flung places, they present a wonderland of child-like, child sized things.

(Though it has to be said there is a dark side to travel miniatures – some people use these items as a form of social jewellery, scattering them around their homes and hold-alls. In that way these are being used as the product equivalent of speaking very loudly in public places about skiing holidays – but that’s for anther time)

21ST CENTURY TAPAS

The clamouring affection many seem to hold for these miniature things is powerful indeed but perhaps it obscures an even deeper and more powerful and more particular culture at work: one which we might turn to good effect.

I believe that these are in fact a much-overlooked form of cultural tapas – a small dainty platter of elegant 21st century consumables.

In the same way that tapas takes what is a fairly robust and sometimes coarse set of food ingredients and diminishes them into small fine and elegant mouthfuls, perhaps all of these miniatures are our way of taking the coarse vulgar edges off the galloping excess of our consumption?

This for me creates an opportunity to have a bigger conversation in a fun and very non hectoring way.

If the first thing their very size and miniature-ness triggers in people is this Minion Effect, then perhaps we could celebrate a more life size, planet sized mode of consumption by elevating the Minion Effect to a national day of consumption consciousness.

A LITTLE BIG DAY

Perhaps we should have a Miniature day. A day where we celebrate the larger than life lives we lead but in miniature. A day where we take a Minion approach to life – a day filled with dinky things – small brilliant – perfect.

A day full of miniature everything:

Wake up

Shower – 2 minutes maximum – using miniature shampoo and conditioner

Miniature breakfasts – variety pack – mini croissant – very small tea cups –

Go to work with miniature lunch pack – or snacking utility belt – cool pockets of time staged miniature snacking

Equally – we should compel some enlightened food retailers to miniaturise their servings and prices for one day – e.g. Subway to serve a Baby Foot Long Sub – measured to the length of an infants foot.

Then – a Miniature chocolate cereal crisp like afternoon snack

Close the working day with minature drinks at the mini bar

and then a miniature dinner – in plane meal trays of portion controlled servings – using very small cutlery (in a fit of fashionista homage to Liz Hurley’s much maligned and probably hugely apocryphal weight watching ritual of eating with children’s cutlery)

Finished off with a fractual mini House Of Cards short watched on a mini wind up device.

Could be fun.

Everything shrunk to a play-size.

Pop a quick Cadburys Hero and make a shrink wrapped 50 character tweet.

Playfamily sized Family buckets from KFC – sponsored by playmobil.or Fisher Price.

Downton Abbey Special played out by Sylvanian Families.

A one page miniature copy of VOGUE.

And a short News At Ten all rendered in LEGO

So hands up who wants to take a run at applying the Minion Effect – and thinks charming people into reducing what they consume instead of boring them into submission through a love in with miniature stuff might be worth a go?!

I’m in.

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