A matter of ingenuity
We wanted a single-minded idea that combined ingenuity, science and talking. Our insight? ‘Matter’. In science, ‘matter’ is ‘stuff’ (‘dark matter’, ‘grey matter’, for example). In life, a ‘matter’ is a ‘topic’ (‘a matter of importance’, ‘a grave matter’). We worked this insight into a simple, clever, flexible campaign: A matter of ingenuity.
We used each letter as a thing (a piece of matter) to express the subject in hand – so ‘a matter of time’ ticked like a clock; ‘a matter of gravity’ fell to bottom of the page. And we used smart copy to introduce the speakers – ‘a matter of space’ for Stephen Hawking; ‘no laughing matter’ for Al Murray.
The event was a great success – at the Science Museum and beyond. Tickets sold out in minutes. 650 people came to the event. 3,000 watched the live stream. 3 million engaged on social media.
I am delighted to have Radley Yeldar generously supporting TEDxLondon in such a crucial role. Their creative vision for the event is integral to the success of what we are trying to achieve.
Director of TEDxLondon 2016