There was a time when it was all about fitting in, running with the in-crowd and following the masses. But over recent years we’ve all come to realise that it’s much more interesting to dare to be different and that weird and unusual can be so much more exciting.
ODDKA is a drinks brand that very much subscribes to this way of looking at the world, and its current campaign is encouraging creatives to “Go Odd” – not so much thinking outside the box as turning the box into something very different. Stepping up to the plate in this video is interactive design studio Makelight, who have made their name through innovative collaborations in the music industry with the likes of Bastille and GhostPoet.
To mark the launch of ODDKA’s new flavour range (which includes Twisted Melon, Salty Caramel Popcorn and Electricity – you heard!), Makelight have created a wifi-enabled 3D printed coaster, onto which ODDKA bottles can be placed; the accompanying app then allows users to create a real-time music and light show from their phones. It’s fun, silly and technologically impressive; more proof if any were needed that when in doubt, it’s always best to follow your odder instincts.
Find out more at the official ODDKA website.
- You lucky devils, it's Best of the Web!
- Bogdan Ceausescu and Sebastian Pren experiment with grids and shapes in their latest zine
- Friday Mixtape: Illustrator and guitarist Sophy Hollington's *feels* mixtape
- Photographer Anastasia Korosteleva's waterborne portraits of Maldivian girls
- We caught up with photographer Adama Jalloh
- Seoul studio Everyday Practice talks about its collaborative approach to design
- Animator and director James Curran’s amusing 30-day Gifathon project in Tokyo
- Photographer Sophie Mayanne’s new personal project celebrates imperfection (NSFW)
- Animator Saiman Chow’s trippy idents for Adult Swim’s Rick and Morty
- The daily grind: Louis Quail’s photographs of fascinatingly mundane offices
- "Before I was a graphic designer I had nearly no idea what one was": meet Austin Redman
- Matthew Raw: the east London artist making clay great again