The Re-Imagined Magazine: Cisco & Wired.
I really really like what Goodby Silverstein and Wired have done here. Blending digital media, editorial creation with brand storytelling, the team have created ‘The Connective.’ A digital magazine designed and written in 48 hours. (Seemingly with A LOT of coffee and Red Bull powering it.) that helps articulate Cisco’s point of view on ‘The Internet of Everything’ and the $15.4 Trillion opportunity that implies. What’s interesting for me is how editorial content is weaved through a Cisco storytelling device. It works with something that I’ve been calling the ‘Semi Internet State’. Where our connected devices create disruptions in traditional media consumption, helping us live in a perpetual semi internet state. For brands, this means they must work with the flow of this to truly have an opportunity to connect and build equity in their message. As opposed to building bigger and noisier distractions.
This work fits exactly into the narrative of the ‘Semi Internet State.’ It is smart, timely and useful. I hope it gains some real traction and this is more than just a one off between these brands.