Observation
Curiosity, according to Wikipedia, “is a quality related to inquisitive thinking such as exploration, investigation, and learning, evident by observation in humans and other animals.”
In our digital times, curiosity has largely been relegated to what we can put into a search engine. The challenge remains to ask the right questions in order to get the right answers.
Going a step further, it is the words we use, that determine the outcome.
Insight
The most common words of human curiosity? Who? What? When? Why? Where? The most common source for the answers?
Wikipedia. It’s all in the W.
Idea
To merge the question and answer source into one visual set of devices - The 5 W’s
...and apply them to a scene that provokes the above questions,
whether they be historical, topical or purely out of interest.
Our questions can just as diverse as the scenes we put forward,
while still relating back to one of the W’s.
The campaign seeks to get people asking more questions, generating more conversations, finding more contribuers and using Wikipedia as a source and platform to perpetuate humanity’s innate need for answers.
For every Who? What? When? Why? And Where? There is Wikipedia.
Print/Static
A selection of print and static digital executions showing the large scope of the W’s concept.
Print ads would appear in revevant publications while the digital banners link to specific pages or random searches.
Augmented Reality
Using AR markers paired to an AR reader, you will be able to reveal the
Wikipedia entry for the scanned item.
Markers can be placed placed by the public on any Point of Interest.
Linking to social media, each scan can be shared on Wikipedia’s twitter profile,
leading to an “W of the Day” answer challenge.
Interactive Game
Building on the real-world augmented tagging, AR markers are used as part of an interactive card game where Wikipedia content is used in question answer gameplay. It’s Twenty Questions for the smartphone generation. The game can be sold for $1 as part of Wikipedia’s fund-raising efforts. Alternatively the game can be fashioned into a flash card style teaching aid in countries where education is a challenge yet mobile communications are well saturated.
