How Three Drunk Monkeys helped YouTube put Australian summer on the map - Screen Australia to create a short film from the submitted footage

MAP-1.jpgUPDATED: The brilliant YouTube Map My Summer website - which was on CB blog back in mid March - was today selected as FWA Site of the Day.

Three Drunk Monkeys, Sydney has collaborated with YouTube to create YouTube Map My Summer, an experiment that asks "What does an Australian Summer really look like?"

Audiences are encouraged to upload videos of their many and varied summer experiences, and these clips then populate a blank map, forming an abstract representation of Australia. Site visitors are able to browse the map and video content through an info-graphic styled interface, which segments the video-data into colour-coded categories.
Screen shot 2011-03-28 at 11.25.16 AM.jpgThis YouTube experiment has inspired Screen Australia, which will create a short film from the submitted summer footage. The short will be mentored by legendary filmmaker George Miller (left) and then premiered at the 2011 Sydney Film Festival in June.

Says Ben Cooper, Three Drunk Monkeys digital director: "YouTube wanted a content idea that celebrated Aussie summer and rallied Australians to submit videos of their summer experiences. We needed a mechanism to show the shape of summer and the diversity of this particular Australian summer. Starting with a blank map, we're remapping Australia via summer experiences. The shape unfolds as people upload and share their summer to all."

MAP-2.jpgMAP-3.jpgThe Map My Summer experiment has been featured throughout summer festivals and most recently at Tropfest by way of a video-submission-booth and the YouTube Creative Festival, where visitors could explore the site via touch screen.

YouTube Map My Summer 2010/2011 concludes at the end of March when we'll know exactly what this Australian summer looked like.

Agency: Three Drunk Monkeys
Executive Creative Directors: Justin Drape, Scott Nowell.
Creative Director: Leslie Ali
Art Director: Kristian Saliba, Tim Green
Copywriter: Tim Cairns
Agency Producers: Martina Broder, Andy Shanks
Group Content Director: Dan Beaumont
Digital Director: Ben Cooper
Strategic Planner: Fiona Lake
Account Director: Suzy Coman
Content Manager: Kate Behne
Designer: Erwin Santoso
Designer: Chris Halaska
Flash Animator: Han Lee
Technical Development: Rehabstudio
Print Producer: Tom Harrison
Clients: Lucinda Barlow - Head of Marketing; Ernesto Soriano - Product Marketing Manager

11 Comments

Anonymous said:

Youtube is more of an idea for this one.

Anonymous said:

uh...isn't this pretty much exactly what DDB did for Tourism Australia's "there's nothing like Australia" campaign- except of course that this is on YouTube.

Anonymous said:

looks like the two tim's have just rehashed tribal DDB's "there's nothing like Australia" campaign, lame

Anonymous said:

Yeah, its called the google maps API, maybe you've seen how it works? Generally when you use that technology you'll have 'Maps' in common. There are plenty more people using it out there. I think this is actually an interesting take on it by comparison.

Anonymous said:

Ambitious idea. Like it.

Anonymous said:

I'm sick of the monkeys and the shit agency name. They keep churning out this recycled type of guff, and bagging awards for it.

In all honesty three drunk monkeys can only do beer ads and have been average for a long time.

Anonymous said:

Uh, sooooo, uh, what? Can't I just look up Australian summer on the interweb and see all kinds of crap already? Seems like a super long walk for half a ham sandwich.

Anonymous said:

"They keep churning out this recycled type of guff, and bagging awards for it."

Brilliant, this is one of the saddest comments I've ever seen on this blog. It's just so full of frustration and pathos.

"But why isn't MY stuff winning awards? It's good." It's like talking to the Fifth Beatle.

Anonymous said:

No idea, very boring, will make a nice video though. Playing the game very well boys.

Anonymous said:

More recycled crap from the 3 Drunk Muppets - what a suprise.

Anonymous said:

"They keep churning out this recycled type of guff, and bagging awards for it."

Brilliant, this is one of the saddest comments I've ever seen on this blog. It's just so full of frustration and pathos.

"But why isn't MY stuff winning awards? It's good." It's like talking to the Fifth Beatle.

... That, my friend, is brilliant. Well done.

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