NZ International Comedy Festival and Colenso BBDO solve the ‘when is it too soon to joke about something?’ dilemma with toosoon search engine
Last year, the NZ International Comedy Festival embarked on an ambitious project. They gathered together an elite team of comedians and mathematicians to solve a riddle that has plagued mankind since the first joke was told.
When is it too soon to joke about something?
The result was toosoon, a remarkable search engine that could actually predict an answer.
At the heart of the search engine was a complex algorithm. Using your search term, toosoon found millions of current online conversations. It then sampled the tone of those conversations, calculating the positive and negative, to predict an answer. If public sentiment was mostly positive, the topic got an ALL CLEAR. If public sentiment was mostly negative, the topic got a TOO SOON.
If the topic was TOO SOON, the search engine used the collected data to estimate a time and date the result would change.
After five searches, toosoon matched your search terms to upcoming shows.
There’s even a handy mobile version so people can avoid social blunders and buy tickets to Comedy Festival shows on the go.:
Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Creative Directors: Levi Slavin, Aaron Turk
Art Directors: Aaron Turk, Alexandra Tyler
Copywriter: Levi Slavin, Hadleigh Sinclair
Account Manager: Lucy Sparks
Agency Producer: Rob Linkhorn
Digital Creative Directors: Aaron Turk, Levi Slavin
Digital Designer: Aaron Turk
Digital Developer: Paul Headington
5 Comments
Love the typos in the search engine. Is it too soon to joke about that?
Well this is a little… random. I looked at my desk and typed in the first thing I saw, which was a pencil. Below are the results I got.
Pencils: Too Soon
Too Soons: 6,210,000
All Clears: 328,000
Likelihood to offend: 94.7%
Estimated All Clear: 8:27pm, January 05, 2061
I guess it doesn’t matter. Colenso is good at the award video, so when that gets released i’m sure this site will look flawless.
Feels a little like this, http://isitold.com/
42.
South Park did it.