Aqvia advertising running in Sweden

Aqvia – Churchhill from Gyro Scandinavia on Vimeo.

The commercials for Aqvia is running in Sweden at the time of writing. I’m part of the team behind it so I’m biased, but I love the feeling in all of them. And the voice belongs to Harry Potter’s hat…

The objective is to sell more gas and the machines is essentially a means to do that in a consumer market. But that doesn’t means it’s a case of quick and dirty manufacturing. Quite the opposite, as AGA has great heritage in stoves (now owned by another legal entity in Great Britain) and more importantly Scandinavian design.

I’ve had the chance of digging into the home appliances category/ies and in this case Sodastream is the main competitor. This Israeli company were pushing the last wave of bubble makers, around when I was 7 and everybody wanted to make their own coca-cola. They now have such a majority stake of the market you wouldn’t believe it. Touch competition.

The positon we found, although it’s fairly clear given the quality and aesthetics of the product, is about a well designed home, conscious decisions about interior design and objects. The kitchen is a good place to look when figuring out what kind of design sense the person living there has. Sodastream machines are for families where the kids make coca-cola, finger paint the walls and spray ketchup in the roof just before football practice, stressing mom out.

beating competitors in it or beating competitors to it

There are a lot of rumours surrounding Nintendo’s next home console. Is the company’s biggest challenge at the moment to come up with something completely different from its competitors?

I think when you talk about competing against others, the problem is that you refer to something that’s been done already and try to beat it. Rather than looking at what other companies are doing, the focus at Nintendo is on uniqueness. Providing new means of entertainment is the important thing.

– Shigeru Miyamoto, Nintendo
Article in from The Guardian

being productive with or within technology

JWT Intelligence has a post about new models for supporting long-form content that I liked and which coincided with a dialogue I heard the other day about whether or not person 1; 40+ and an avid reader with too much to do, was going to get the Kindle or an iPad to read books on. Person 2 was a bit confused by the question, as the iPad has so much more to offer than the “stupid” kindle. Sure, the screen is better for reading outdoors but that’s about it.

I beg to differ. New models of long-format is longer than articles but shorter than books and this has a lot to do with increasingly bite sized reading habits. That deals with that change by adapting itself to it. Shorter. Quicker. For new times and new devices.

The iPad is problematic for this bite sized world it you are, as person 1 says, an avid reader who wants to use the iPad for reading. Because it offers so much more.

Some technologies allows us (actually, it directs or guides us) to be really “productive” within the technology by which I mean (and it might not be the best wording) you can do a lot of things and be productive across the range. I’ll let “productive” mean more than useful productiveness, as that distinction is sometimes made. Other technologies allows us to be productive with. It’s more focused and specialized. But of course it’s about how people decide to use it?! Therein lies the rub. Because we can’t, can we?

So, the Kindle is the best device if you want to read books. Because there’s nothing else you can happen to start doing with it (more or less). And an egg timer is better than the iPhone if you want to boil perfect eggs. I’ve ended up with close to green eggs and 5 answered emails. Everything is mashing up which is cool and interesting but perhaps not helping us in every aspect.

I heard about this one guy in rural Japan who answered his axe-phone in a hurry and died.

a colorful morning in Manchester

sunny cup

Coffee in the morning means I avoid a 10:30 headache. But sunshine in the morning makes sure I’m off to a good, positive start. Coffee has become air, it doesn’t make a bad day better. There’s this thing about Sweden having high suicide rates partly due to the lack of sunshine, but I really have to find out if there’s any truth in that. It might just have slipped in and stayed as a fake truth. But sun is a magic doer.

men have lost some culture


“Men have lost something in terms of culture, you know, so… just saying maybe we should get some of it back”
– Glenn O’brien

Where the line between losing a bit of culture and updating and adding culture can be found, I don’t know. But it’s an observation he’s not along to have made, and to some extent I have to agree. I’m a culprit myself. But back when men did dress up, surely we didn’t have slacker culture…

With every new wave, be it philosophical, style related, art related – anything really – there’s going to be a counter wave. At some point. Slowly beginning to grow in size. Check out Brooklyn Circus, to stay with men’s style and men’s fashion for example.

And actually; trying, doing (expressing) something new is not just how the old way of doing things lose people over to the new way, it’s also how people trying the new find their way back. On an individual level, generation and longer term culture. Small waves and big waves. They share the motion.

Do check out the, by the looks of it, really interesting lifestyle magazine by Jay-Z.

logic is illogical

In a world where things don’t turn out the way they should, Murphy is a law, faith means war and we smoke though it kills – logic feels a bit illogical doesn’t it. However, the result of shit hitting a fan is quite logical. Just saying.

anonymous opinions and public revolutions

“The cost of failure is really high when you’re contributing as yourself,” said Poole. “To fail in an environment where you’re contributing with your real name is costly.”

– Chris Poole, 4chan

“REAL change comes from people putting their necks on the line. I couldn’t remember a time when an anonymous person really enacted change in, well, anything. It’s why I sign my name to everything, even stuff that could get me fired,”

– Robert Scoble

From ReadWriteWeb

Both arguments are true. And we’ve seen more than enough evidence to verify that so is the case. It’s not either/or. When given the option, people will chose that which fits. Sometimes speaking up in public is what we need. Sometimes we need to be anonymous. Away from internet, the anonymous would hold his/her breath. Online that’s not the case. That’s quite groundbreaking, is it not?

Sometimes an anonymous person can start a revolution. Other times, many anonymous discontent people might need one public person to ignite them all. Going from reluctantly quiet and anonymous, to supporting an explosion of support. Confidence in numbers.