SidewaysDictionary.com is like a dictionary for technology, but using analogies instead of definitions. It’s a platform for finding, rating and sharing helpful analogies to explain the tech issues that increasingly shape our lives.
The concept was developed by Jigsaw in partnership with writer Nick Asbury, who wrote 300 analogies to populate the site, which is now open to public contributions. Sideways Dictionary has been embedded into the Washington Post site to explain tech terms in their coverage, and is available as a Chrome plug-in to work across the web.
Winner of D&AD Wooden Pencil.
Apple’s Worldwide Developers Conference (WWDC) is an annual weeklong event in San Francisco. For WWDC 2016, the branding designers spoke the developers’ language with a concept inspired by the Swift programming language and its colorful appearance. A coding tradition is to write “Hello, World” as the first line when you’re getting started.
This campaign branding used that as a jumping-off point, changing ‘Hello, World’ to lines referencing apps such as “Hello love at first swipe” (Tinder) and “Hello self-combusting selfies” (Snapchat). WWDC fans loved the concept, fully engaging in deciphering the lines to identify the apps.
Winner of D&AD Wooden Pencil, 2016.
Agency: Ogilvy, New Zealand
Advertising Agency: DDB, Sweden
Copywriter: Magnus Jakobsson
Powerful Saatchi & Saatchi ad for NSPCC, 1992.
Written by Mike Boles.