Friday, October 10, 2008

The sisomo type

We need sisomo to lift our ideas and experiences into the realms of emotion. The suggestion that sight, sound and motion on screen needs three cameras, a crew of sixty and a catering van is old-think. Throw it in the old-think bin and come up with something different. Start with type. OK, I know typography is key to great communication and great advertising, and I do enjoy the style and glamour it can bring to a page, but type in sisomo?

Sometime ago I posted a cool video featuring hands signing the words of a Daft Punk song. If you missed it, check it out here. While I hesitate to call words printed in biro on fingers type, you know what I mean. It was a left field approach to sisomo. Well here’s another one. This one is more sophisticated and has a profound purpose. It too uses simple type, photographs and music to connect and persuade with emotion.

The Girl Effect is a major initiative ($100 million major) to help girls in developing countries bring change to their families, communities and countries. The sisomo I want you to look at was supported by Buffetts’s NoVo Foundation and the Nike Foundation, and created by ad agency Wieden + Kennedy. It starts with the simple statement: “The world is a mess”. You either 'Agree' or 'Disagree'. If you are an eternal optimist like me and 'Disagree', you are challenged to change your mind. 600 million girls can’t be wrong and the site claims they all think the world’s a mess. But let’s not be waylaid and 'Agree to Disagree' so we can move onto this in-your-face sisomo assertion that these 600 million girls are the ones who can change the world. The message is personal, direct and believes, as I do, that great things happen one person at a time. The core of the idea: Invest in a girl and she will do the rest. This core is supported by extraordinary facts like ‘A woman or girl will reinvest 90% of her income in her family. A man will reinvest 30-40%’ and ‘For every development dollar spent, girls receive less than one half of one cent’. A big focused idea given great sisomo treatment of words, not images.