Collins Design & Branding TRIUMPH OF THE COMMONS by COLLINS

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Editor Tonice Sgrignoli
Released October 2012

Credits & Description

Category: Self Promotion
Advertiser: COLLINS
Product/Service: DESIGN AGENCY
Agency: COLLINS:
Creative Director/Writer: Leland Maschmeyer (Collins:)
Editor: Tonice Sgrignoli (Tonice Sgrignoli)
Senior Designer: Matt Luckhurst (Collins:)
Chief Creative Officer: Brian Collins (Collins:)
Media placement: Book - National Press Club, - October 11, 2012

Describe the brief from the client
In our burgeoning social century, the capacity of the individual, for inquiry, invention, influence, and collaboration, increasingly rivals that of global institutions. Individuals are no longer content to simply consume what corporations make, or to be ‘engaged’ by it. Increasingly, they want to co-produce it: The product. The service. The marketing. Thus, mass communication has become mass collaboration. We challenged our team to communicate to our professional community our deep understanding of this new economic and cultural reality.

Describe the challenges and key objectives
Objective: Create a piece that positions our company as thought leaders of the social century.

Describe how you arrived at the final design
Mass collaboration has been a hot topic in art (participatory art), law (creative commons), technology (the open source movement), economics (P2P production), marketing (crowdsourcing), and governance (the city-as-platform movement). The dialogue is profound, but fractured. There lacks a universal set of principles to guide these practitioners.
Therefore, we created a document proposing those principles. Triumph of the Commons: 55 Theses on the Future, a collaborative book from 55 artists, resurrects the socio-economic model of the commons as necessary for understanding and designing mass collaboration.

Give some indication of how successful the outcome was in the market
Not only has Triumph of the Commons drawn intrigue from clients and prospective clients, the commons community have embraced it. Commons luminaries such as Howard Rheingold, David Boiler, and Michel Bauwens have embraced and promoted it. The P2P Foundation has added the text to their site. A New York University and charter school have approached us hoping to create ways of aligning the schools’ curriculum with the 55 Theses.