Urgent Genius The power of real-time creativity

Grant Hunter and Jon Burkhart presented the future of real-time content at SXSWi in March 2011. We call it Urgent Genius: Creating Topical Social Ideas At Speed.

Watch the news. Get an idea. Stay up all night. Write. Design. Code. Seed it on one website. Get 25 million hits in 3 days. This is the new breed of hybrid creative. They're dangerous. They join start-ups. They revolutionise design and ad agencies. They're turning creative departments into newsrooms. This is a proactive place where what's topical is king, so the content must be created quickly. This is the only way it will have an immediate impact across all social channels. This means hours. Not days and weeks. These hybrid types have a motto: Do it now. Ask forgiveness later. It's easier than getting permission.

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@albinoriotman

— @UrgentGenius on Twitter.

Tagged urgent genius:

Music Matters for the Japanese disaster fund. 36 hours for artists around the world to re-record ColdPlay’s “Fix You”.

May 09
Music Matters for the Japanese disaster fund. 36 hours for artists around the world to re-record ColdPlay’s “Fix You”.

Twitter eye witness account on Osama mission via Mashable.

May 03
Twitter eye witness account on Osama mission via Mashable.

URDB Urgent Genius Royal Wedding records.

May 02
URDB Urgent Genius Royal Wedding records.

More from Orange’s feed. This time they are allowing you to commerate any alternative event to the Royal wedding with your very own commemorative plate.

Apr 28

We had to include this in the Royal Wedding round up - 18.8 million views and counting.

Apr 28

More Royal Wedding fun. Kate Middleton on the rampage.

Apr 27

“Don’t Hate on Kate” by London street artist Stika in Shoreditch honours the upcoming royal wedding. This particular mural was in response to the negative press around Kate’s heritage.

Apr 25
“Don’t  Hate on Kate” by London street artist Stika in Shoreditch honours the upcoming royal wedding. This particular  mural was in response to the negative press around Kate’s heritage.

Eastern Eggs from TBWA London. All proceeds go to the Japanese disaster fund. Another example of the creative industry doing their bit for the Japanese disaster.

http://vimeo.com/22203274

Apr 23
Eastern Eggs from TBWA London. All proceeds go to the Japanese disaster fund. Another example of the creative industry doing their bit for the Japanese disaster.

http://vimeo.com/22203274

Wrigley’s 5 Gum sponsors Coachella festival. They web casted live from it so that fans who couldn’t visit the fest could watch their favourite bands.

Apr 18
Wrigley’s 5 Gum sponsors Coachella festival. They web casted live from it so that fans who couldn’t visit the fest could watch their favourite bands.

ICT MxR Lab’s response to Google’s April Fools - these guys took Kinect and proved that it could be done. Geek Power!

Apr 01

Google’s G-Mail Motion April Fool’s gag. And check out the video of the guys who then actually made it reality using Kinect.

Apr 01

re35 - An April Fool joke that fooled many. It had such a positive response from photographers, who wanted to resurrect their old 35mm SLRs, the creators (design company Rogge and Pott) had to put a disclaimer on the site to say it was a joke. But if there’s that level of demand perhaps it’s not such a bad idea.

Apr 01
Music Matters for the Japanese disaster fund. 36 hours for artists around the world to re-record ColdPlay’s “Fix You”.
Music Matters for the Japanese disaster fund. 36 hours for artists around the world to re-record ColdPlay’s “Fix You”.

Music Matters for the Japanese disaster fund. 36 hours for artists around the world to re-record ColdPlay’s “Fix You”.

Twitter eye witness account on Osama mission via Mashable.
Twitter eye witness account on Osama mission via Mashable.

Twitter eye witness account on Osama mission via Mashable.

URDB Urgent Genius Royal Wedding records.
URDB Urgent Genius Royal Wedding records.

URDB Urgent Genius Royal Wedding records.

More from Orange’s feed. This time they are allowing you to commerate any alternative event to the Royal wedding with your very own commemorative plate.

We had to include this in the Royal Wedding round up - 18.8 million views and counting.

More Royal Wedding fun. Kate Middleton on the rampage.

“Don’t  Hate on Kate” by London street artist Stika in Shoreditch honours the upcoming royal wedding. This particular  mural was in response to the negative press around Kate’s heritage.
“Don’t  Hate on Kate” by London street artist Stika in Shoreditch honours the upcoming royal wedding. This particular  mural was in response to the negative press around Kate’s heritage.

“Don’t Hate on Kate” by London street artist Stika in Shoreditch honours the upcoming royal wedding. This particular mural was in response to the negative press around Kate’s heritage.

Eastern Eggs from TBWA London. All proceeds go to the Japanese disaster fund. Another example of the creative industry doing their bit for the Japanese disaster.

http://vimeo.com/22203274
Eastern Eggs from TBWA London. All proceeds go to the Japanese disaster fund. Another example of the creative industry doing their bit for the Japanese disaster.

http://vimeo.com/22203274

Eastern Eggs from TBWA London. All proceeds go to the Japanese disaster fund. Another example of the creative industry doing their bit for the Japanese disaster.

http://vimeo.com/22203274

Facebook users donate their status to African mothers for Mother’s Day. An awareness and fundraising campaign by BBH for an African health  development charity appealed for Facebook and Twitter users to share  their accounts with people in Africa for five days. The campaign rolled out to coincide with Mother’s day in France, Netherlands, US and Canada.
Thanks to Plus Aziz for the heads up on this one.

Facebook users donate their status to African mothers for Mother’s Day. An awareness and fundraising campaign by BBH for an African health development charity appealed for Facebook and Twitter users to share their accounts with people in Africa for five days. The campaign rolled out to coincide with Mother’s day in France, Netherlands, US and Canada.

Thanks to Plus Aziz for the heads up on this one.

Wrigley’s 5 Gum sponsors Coachella festival. They web casted live from it so that fans who couldn’t visit the fest could watch their favourite bands.
Wrigley’s 5 Gum sponsors Coachella festival. They web casted live from it so that fans who couldn’t visit the fest could watch their favourite bands.

Wrigley’s 5 Gum sponsors Coachella festival. They web casted live from it so that fans who couldn’t visit the fest could watch their favourite bands.

Bronx Zoo’s Cobra. The Egyptian Cobra went missing so the staff created a twitter feed from the Cobra herself. Witty updates drew a following. She has over 240,000 followers and she’s now safely back at the zoo. Thanks to Deanna via Purplelist for giving us the heads up on this one.

ICT MxR Lab’s response to Google’s April Fools - these guys took Kinect and proved that it could be done. Geek Power!

Google’s G-Mail Motion April Fool’s gag. And check out the video of the guys who then actually made it reality using Kinect.

re35 - An April Fool joke that fooled many. It had such a positive response from photographers, who wanted to resurrect their old 35mm SLRs, the creators (design company Rogge and Pott) had to put a disclaimer on the site to say it was a joke. But if there’s that level of demand perhaps it’s not such a bad idea.