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April 9, 2012 / maxlenderman


A friend of mine who teaches at ad school wanted to have his class read Brand New World. Trouble is, the publisher wasn’t able to get 20 copies together. Can you believe that? 20 copies. What utter incompetence!

So then I thought: “Jeez, I should never have published this with Harper Collins Canada. What a dead business model. I can’t believe they pulp books they don’t sell. And then when you need them, they are all sold out. Old school publishing sucks. I should give away my work. It would prove to be a better model.”

And so I am. Do with it what you will.


March 15, 2012 / maxlenderman

The Best of SXSWi Is All Experiential

Holy fuck, it’s been a while since I posted here. Sorry for the long-absence, but apparently I am still confused as to the modus operandi of writing a blog. But I digress.

The agency and marketer wank-fest know as SXSWi should be renamed SXSWe, because pretty much everything about it is more experiential than interactive. 

For instance, all the branding around the festival is wholly experiential. Just check out this article called something like “The 17 Extravagant Ways Big Brands Promoted Themselves at SXSWi” and all 17 of them are experiential. 

Then there’s the biggest award handed out at the festival, which went to Chiel Worldwide’s work for a grocery retailer in Korea:

The digital campaign of the year was “Homeplus,” the Cannes Media Grand Prix- winning effort out of Cheil Worldwide that recreated the aisles of the retailer in subway stations. Commuters could snap pictures of the items they wated and the products would be shipped to their homes. That project was also Creativity’s number one interactive effort from 2011.

That’s pretty experiential, too.

And when you start looking at the list of category winners at SXSWi, you begin to clearly see the pattern of experiential and digital creating new ways of storytelling and engagement that is indeed the future of all branded communications.

And a big congrats to @jasonzada, a guy who knows a thing or two about experiential and digital mind-medling. Good one, mate!

January 9, 2012 / maxlenderman

CBC Finds a Brand New World

Pretty cool radio piece. Click to listen.


November 17, 2011 / maxlenderman


Finally, someone has said what I’ve been hinting at the past year: TV commercials are becoming either recaps of experiences (like the Hyundai test-drive spots, for instance) or trailers for experiences. The days when a spot can carry the message are over, because the experience is the message.

Check out this interview with Shiv Singh, the global head of digital at PepsiCo. Here’s a choice quote:

TV ads “won’t be measured by the impact that the TV ad has when it’s aired but also by its residual influence on engagement in other mediums in the weeks that follow the airing.”

Amen, brother.

November 16, 2011 / maxlenderman


I just love how they ordered pizza for the audience. Great example of digital to physical experiences.

PS. My agency actually pitched a very similar idea to Microsoft about 1.5 years ago. I guess it takes a kooky agency name like Wexley School for Girls to get client buy-in. 😉

November 11, 2011 / maxlenderman


This is a crazy cool pictorial of some of the most interesting and “experiential” sporting events ever.

What caught my attention was that the venue is in itself an experience, but the action itself is not.

In fact, the actual sporting event is practically irrelevant — it could be a football game, a hockey game, a tennis game, etc.But the context in which this game occurs makes the event into an unbelievable experience.

In this particular case, the context is the message. Super cool.

See all the pics here.



November 3, 2011 / maxlenderman

Occupy Spawns A Pretty Cool (and Experiential) Accessory

I love this idea: a bandana designed specifically for protesting. 

The Guy Fawkes-inspired bandana can be worn half over or entirely over the face, giving a bit of anonymity to Occupy activists. The bandana also includes protest tips and phone numbers for legal aid and the ACLU. (That’s so freakin’ cool.)

According to the creator, Matthew Borgatti, the idea came from a very experiential place:

After seeing protests erupt all over the world I wanted to make something that could change the game a little. I want people to be able to protest with OWS without the risk of being fired for showing solidarity. I wanted to make something useful, portable, something that could make the biggest difference to the most people. I came up with this mask.

Bravo. Thanks to Laughing Squid for the blurb.