Clemenger BBDO Sydney launches world’s first spoken-word trending engine at TEDxSydney

TEDxSydney briefed Clemenger BBDO Sydney to create an experience bringing to life the event’s theme: Real. Live. Now.

Premiering at TEDxSydney the one-off installation, ‘Mimeisthai’ visualised the flow of ideas around the room in real time. Think of it as trending topics ‘in real life’.

VIEW THE CONCEPT 

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Parabolic microphones were placed around the room so they could capture the hundreds of conversations taking place amongst the audience of 900 thought leaders in the auditorium at TEDxSydney.

Mimeisthai’s algorithm isolated and analysed the conversations, bringing them to life. Key phrases then appeared as graphic art on the main screen, visualising the spread of ideas across the room.

James Theophane, digital creative director, Clemenger BBDO Sydney, said that while we were once tethered to our desk, wifi has set us free.

Says Theophane: “Flapping arms and wiggling bums have fast replaced controllers and remotes in the gaming industry. As technologies governing social media advance, this too will experience an influx of invisible technology. In the not-so-distant future, idea exchange forums such as TEDxSydney will contain spaces like Mimeisthai for people to share ideas, thoughts and conversations instantly across multiple channels, without the use of smartphones, laptops and other barriers. The wires, and controllers become invisible.”

Says Paul Nagy, executive creative director of Clemenger BBDO Sydney: “James has the magical ability to take something brain-scramblingly nebulous and execute it with simplicity and elegance. Watching live conversations and ideas flock around a room is truly a thing of beauty.”

CREDITS

Sound Designer – Anthony Tierman

With special thanks to all at TEDxSydney, Buildings and Mountains for their track ‘Fall Moon’ and Clemenger BBDO Sydney creative directors Rebecca Carrasco, Luke Chess and Michael Dole.