One idea can change the world
For the second year running, Context worked with the mad geniuses at ideaCity to create the keepsake Conference Guide. An annual conference held in Toronto each June, ideaCity draws together fascinating and provocative thinkers from all walks of life.
In 2007, our minds were expanded by such luminaries as Dr. Richard Dawkins, author of the God Delusion, Paul Watson, the founder of both Greenpeace and the Sea Shepherd Conservation Society, and Dr. Étienne-Émile Baulieu, inventor of RU-486, known as the “morning-after” pill.
Objectives
As always, our objectives were to create a truly useful book for the conference with all the information anyone would need. But we also wanted to make the book unique for each attendee. So we applied a big helping of style together with the latest personalization technology to make each one a keeper.
Read the solutions section to see how we addressed these objectives.
Goal
Simply, the idea behind the book was to put a big smile on everyone’s face the minute they receive it, and to keep the delight going throughout the conference.
More than just a keepsake, we intended this to be an idea generator, a catalyst and record for insights and ideas, that encouraged participants to write or sketch within the pages and to stimulate thinking, feeling and believing.
Solution
We started with our favourite most optimistic colours – bright yellow and red. Then, using database-driven printing technology, we created a unique cover for every attendee with their name boldly displayed in white type against the yellow background which featured the names of all of the speakers and many of the fellow attendees.
Maybe it wasn’t what personalization technology was meant for, but it worked for us in creating 500 unique covers.
Inside, the book features a palette of bight pop colours with the speakers’ photos contrasting in black and white.
