The 60 Layers of Cake Foundation last year came up with a new purpose for the thousands of kilos of scaffolding sheets, used as advertising; it was turned into design. The foundation – part of advertising agency 60 Layers – organized a contest among designers to transform the PVC sheets into new products. The contest was dubbed ‘Re:Frame’. The winning design – the ‘Chameleon Chair’ – by Roos Kalff was built from a steel frame and more than 200 square meters of advertising sheet. The chair can be changed in colour and design by flipping the sheets over. The second prize went to ‘Pillow Up’, as set of pillows designed by Emma Klinkenberg. The best designs were exhibited during the Dutch Design Week in Eindhoven, last October, and the winners were included in a book about the entire scaffolding sheet project. The book, recently published in a limited run of 500 copies, was created by Martin Pyper and covered in scaffolding sheet, so that every copy is unique.
This creative piece of eye candy really spoiled our senses. It was made by Cultural Oil (and directed by 60Layersofcake) for NBC Universal to promote the new Dutch digital TV channel 13th STREET – and its edgy TV series. Here’s another one – they made 5 in total. Interesting about this project is that Cultural Oil scouted the creator of the films, Dutch student Koos Dekker, through YouTube – this long tale channel is infested with (kinetic) typography films. Nathalie Brähler, creative director at Cultural Oil, told us that she likes to work with students, because they know exactly what’s state of the art in the world of multi-media and thus help the agency to constantly innovate. The project not only proves that the internet democratically empowers everyone to be discovered, it also shows that small, flexible, collaborating agencies have lots of creative potential.
Erik Wünsch, the founding father and Managing Director of S-W-H (Schaeffer-Wünsch-Has), is leaving his agency. Eleven years after having founded S-W-H Wünsch (47) wants to explore “new creative roads”. These roads might go cross-border, since in todays Adformatie Wünsch explains that he wouldn’t want to work for any other agency in the Netherlands; S-W-H is simply the best. Theoretically he’s right since S-W-H is Agency of the year 2007. So the question is, how will they perform without him. Well, we’re not too worried, if they continue to produce creative stuff like this.
With this model it is quite easy to open offices in different cities around the world. All you need is a freelancer that will tell everyone that he is part of the 60 Layers of Cake network…
Dear Claire,
The amount of freelancers our company structure requires is based on the amount of work we get in over and above the work load we can handle from a permanent capacity base. With all the new expertise the changed media landscape now requires it’s not in the clients best interest to maintain an agency model where all expertise required is permanently employed by the agency. As you’re most likely aware you can see this in traditional agencies where in general the DTP department is been overcharged on hourly rate to compensate for the losses produced by the creative department, which in turn comes due to the large specialities required.
To further explain the business model, it’s not about the amount of people you employe but more about the kind of people you collaborate with the ensure the best outcome for the clients marketing challenge.
You’re more then welcome to come to our launch party on the 9th April 2010 in Cape Town where we would love to explain you more of our collaborative business platform.