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An industry ahead of the rest

13 Mar

Contextually rich communications. Advanced technological applications. Early adoption of emerging technologies. Augmented reality.

Does any particular industry come to mind? How about the Health Care industry?

Augmented reality (AR) has applications in the diagnosis as well as the treatment of disease, and has assisted in the professional medical community for over 10 years.

AR’s interactive imaging helps doctors accurately visualize their patient’s insides – and I mean their patient’s actual insides. Various scans can be combined with each other and then be projected onto their patient to allow doctors and surgeons a completely non-invasive look inside.

AR is also applied to medical communications and education. Genzyme, a biotech company used AR to demonstrate the risks of taking calcium-based binders. Schools are now also using AR to help students visualize the systems of the body, and understand their functions.

I could talk about the exciting marking, branding, and advertising opportunities in medical communications, because you’re right, there are many. But the opportunity that excites me the most is the chance to make the lives of patients and caretakers a lot less stressful, and maybe a little more fun.

AR on the patient level could provide additional support on administering drugs or treatments and injury rehabilitation. As patients we are often bombarded with more info than we’re capable of retaining (I know I struggle to remember even a quarter of it just a little while later). AR markers added to medical product packaging, informational brochures, and patient starter kits would provide instant follow-up demonstrations, instructions, and support for patients and caretakers.

The organization that can also infuse some entertainment (read: fun) into the experience, as well as some subtle-but-effective branding wins all the prizes.

Are there other ways we can create shared-value with customers using AR? Where are the opportunities for businesses and organizations in Victoria?

(photo courtesy of Medical Augmented Reality)

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The Copeland Collective launches in Victoria

12 Mar
The Copeland Collective from Victoria BC

(L>R front) Asmaa Methqal, Kristin Grant (back) Jodie Carlisle, Doug Brown, Derek Ford, Michael Tension, Bryan Dwyer, Dave Wallace, Kris Hageland, Andrea Merson, Danny Prew, Matt Andres, Brandon Wells

When advertising people look at potential solutions to marketing challenges, we do so through the lenses of our trade: corporate strategic planning, research and data analysis, branding, marketing strategies, ads, promotions, contests, social media…you get the idea.

But bring an interior designer or a videographer or a multi-media artist into the brainstorming fray and you see the opportunities through remarkably different eyes.

That’s the idea behind The Copeland Collective, a brand new creative community of some of the most talented artists and professionals the city of Victoria has to offer.

Logo for The Copeland Collective in Victoria, BC

The Copeland Collective is a creative problem-solving machine, designed to revolutionize the way we look at how brands and customers interact, and move away from traditional advertising solves.

In addition to Copeland staff, the Collective includes:

But this is more than just a powerhouse group of creative minds: these are connectors and entrepreneurs with their own communities, and they’re wired into the city,  into culture and into the vibe on the street.

With these amazing talents taking our analytical and creative skills to a new level, we think we can do anything the other major Canadian urban centres can – and do it better.

We’ve got projects already in the works and you’ll be hearing a lot more about The Copeland Collective and the players within it as we roll ahead. Stay tuned!

(Photo by Derek Ford, logo by Michael Tension)

Moving past zombies to walkers

17 Oct

Our new location at the corner of Pembroke and Government has really changed our business outlook.

We’re at the street level now so we have a new perspective on daily life.

Last year we were all about zombies when we were up on Broughton Street.

Copeland Zombies on Broughton Street

Now we are becoming acquainted with a different type of walker, who we honour on the Copeland website in the animated banner.

Copeland hookers on Government Street

Advertising is, after all, only the world’s second oldest profession.

Using Yelp to rid our streets of chickens

26 Jun

Man dressed like a chicken at the side of the roadDoes spying a man dressed in a chicken suit, jumping from foot to foot and waving an Uncle Earl’s Chicken House! sign at you from the curb make you think of the savoury aroma of a golden-skinned, grilled chicken crackling on a skewer over an open flame?

You bet it does.

That dancing chicken catches your eye and you start thinking DAYUM, I GOTTA GIT ME SOME OF THAT!

Your attention diverted, you drive your car into the cement truck that has come to stop at the red light you were about to drive through. But – and how wonderful is this – your last thought will be of the juices of a perfectly basted and broiled chicken running down your chin.

All because of the man in the chicken suit.

On the other hand.

If you refuse to look at the dancing chicken and instead pull your car over to the side of the road, whip out your mobile phone and consult Yelp for the best reviewed grilled chicken restaurant within a 500m radius, you will avoid driving into that cement truck, your life will be spared and you will doubtless have a superior chicken dinner experience because of it.

Everybody wins with Yelp.

Visualizing Digital Ecologies Through Art

8 Jun

Daily, we walk through WiFi hot spots and dead zones just as people walk through ghosts in horror movies, except that WiFi is in every inch we move or step we take.

A group of Norweigan students took the idea of technological visualization and illustrated the WiFi terrain of their city through light painting in the following video:


Our cities are growing, with people, and their avatars, as technology becomes more accessible and comfortable for us to use. Networks form an increasing backdrop to everyday life. WiFi changes the technological means by which people work and communicate and this ultimately changes social lives, culture, and the space in which we move.

WiFi has become a disparate system that has no corporate boarders; it is a cultural phenomenon. This is the era of togetherness – it is the market niche Apple Inc. exposes and derives its success from. We want to be connected all of the time and now that we have the technology to do it, we exploit this desire.

Cyberspace is a digital ecology; the WiFi lines in the light painting suggest a dynamic system of great reach and structural complexity filled with an ocean of interconnected surfers both meeting and parting. The light paintings help illustrate how we conceive of our world and finally acknowledge the presence of technology as something that dominates our spaces. As we extend ourselves over vast landscapes we are physically invisible but are both virtually and realistically present.

Has the dominance of WiFi or technology over our spaces already changed our physical social interactions? Have we created a new norm?

Canada’s social media town takes it up a notch

4 May

No surprise if you’re from Victoria to hear that the provincial capital is nutso for social media.

Now, the organizers of Social Media Camp, Chris Burdge and Paul Holmes, have introduced regional awards into the mix.

The first-ever West Coast Social Media Awards are now open for nominations. There are 4 serious categories, and 3 that are more about laughs and twugs than plaudits.

Anyone in Western Canada can nominate and be eligible. So please go to the link here and nominate worthy candidates for the serious:

>> Best Social Media Customer Service Award

>> Most Inspiring Social Media User

>> Social Media Campaign of the Year

>> Best Blog

And the not so much:

>> Funniest Profile Picture

>> Funniest Tweet

>> Most Likely to become a Social Media Celeb

The judging takes place at the end of May and the awards will be handed out during the Social Media Camp networking dinner reception on June 3rd.

Share it, tweet it, post it and plug it!

Giving new meaning to “loud neighbours”

6 Apr

The way the story goes, the CEO of Adzookie, a free mobile advertising company out of California, was driving by homes with “Bank owned” signs on them. He hit on the idea of paying peoples’ mortgages while they allowed their homes to become monster advertisements for his agency.

He launched the self-promotion on Tuesday and had 1,000 applications by the end of the day.

Could you live in your house if it looked like this?

While I applaud the agency’s ingenuity in self-promoting, the way I see it “Ad agency owned” is not a whole lot more comforting than “Bank owned.”

Plus you have to send your kids to school with paper bags on their heads.

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