W+K Creates Onedotzero
Brand Identity
27.08.2009 | New Work
Wieden + Kennedy London has created the brand identity for this year’s onedotzero film festival which launches on 9th September 2009 on London’s Southbank. onedotzero is a contemporary, digital arts organisation with a remit to promote innovation across all forms of moving image. Their international festival is the largest dedicated film festival in the world. www.bfi.org.uk/onedotzero
2009's festival theme of 'convergence and collaboration' inspired W+K’s idea to take advantage of onedotzero's vast fan base and constant, global, online conversations to create the identity, which includes poster, trailers and interactive installations. This constantly updating brand identity is made up of harnessed and live conversations from a diverse range of online conversational sources (twitter, blogs etc.). These aggregated words and opinions are being channelled via specially produced software (devised by computational designer Karsten Schmidt) through colourful strands that move organically as if alive - they gravitate towards invisible paths that will ultimately generate onedotzero's font and logo.
David Bruno, Wieden + Kennedy Creative said, ‘The application is simply brilliant. It's effectively a living and breathing organism that comes to life by pulling in real-time conversation about onedotzero. This is a generative art form, which we paused to create the posters for the festival, and recorded to create the trailer film. It's been great working to create an identity in this unique and organic way’.
Tom Seymour, Wieden + Kennedy Creative said, ‘This years identity for onedotzero is completely one of a kind. No one has created a cross media campaign in this way before. It's an amazing tool for creating completely unique and random beautiful graphic images and motion film. We are looking to release the software so others can take the work and build new and exciting visuals.’
The agency will also create a 50 metre live interactive version, which will be projected onto the side of the National Theatre on London’s Southbank. This will light up at night, for the duration of the festival, 9th – 13th Sept.
