I am sitting in Nacka, Sweden outside the office of one of my clients. My attention is drawn to a Tweet from Richard Gatarski, Weconverse, that points my eye towards a live Bambuser feed from the Berghs School of Communication.
Richard is right now streaming the opening lesson for the 2009 class of advertising at the Berghs School of Communication.
THIS IS A SHIFT in more ways than one.
- Richard Gatarski is the king of digital communication and future trends. In other words the students meet someone from the world of internet in their first lesson – not any old advertising guru.
- This is a school where students pay to learn. Yet I can follow their opening seminar online via bambuser. Openness!
- Richard is opening up backchannels on Twitter and Bambuser. The students learn about open conversations.
- Mobile internet. A couple of minutes ago a few students waved their arms in the class room as to see themselves that they were really live. Their getting the picture.
- Schools will open up. Schools will change. Schools will adapt new technologies. I just hope this happens to a lot of them before my kids start.
Richard is heading Berghs into the future of communication. Rock on!
Berghs are learning from the best. Rock on!
This year when the students at Berghs School of Communication graduate they sum up their examination exhibition like this:
- No one reads ads.
- People read what is interesting.
- How do we become interesting?
- We create news instead of advertising.
Instead of having a regular examination exhibition they’ve launching a live news channel the 27th of May where all their projects will be highlighted. The news channel will be available online on the Berghs Live website. Apart from that you can visit the studio at the Berghs school. Finally they’ve managed to get the channel live on Stureplan, Stockholms most central public square. Of course they’ve created a Twitter # for the event as well.
Larger than life. Make it larger than life. That’s what I was told when I was working with a Nike campaign back in 1999. Today, make it larger than life but make it true!
What the student have actually been working with for their final examination is yet to be seen. But the wrap up of it all in the context of Berghs live shows they’ve got what future communication is all about:
- Make things interesting.
- Make it bigger than it actually is.
- Use multiple channels.
- You can’t buy distribution, you have to create it.
- Viral marketing is achieved when context beats the hell out of surface.
Good Luck ›› Class of 2009!
ps. If you wanna check it out
Broadcasting live at berghslive.com:
Thursday 28/5 19.00 – 20.30
Friday 29/5 15.00 – 18.00
Saturday 30/5 13.00 – 15.00
Sunday 31/5 13.00 – 15.00
Opening hours for the offline version at the School:
Thursday 28/5 17.00 – 22.00 (Vernissage for invited)
Friday 29/5 11.00 – 19.00
Saturday 30/5 11.00 – 19.00
Sunday 31/5 11.00 – 16.00
