We had to create an awareness campaign for a product aimed at Makers (who hate advertising). You can't make stuff for Makers. So, we decided to ask them to make stuff for us.
Put simply, we live in an invisible ocean of waves, like 3G, wifi, LTE, NFC, sound, heat, brainwaves and microwaves. Some call it the electromagnetic spectrum, we call it "The Blue". Still with me?
So, we ideated conceptual robots that live in that ocean. Working with Creative Technologist Ricky Bacon, we created an absolutely crazy creative brief and gave it to hardcore Makers, who started to actually realize these robots.
It was a big hit at Maker Faire NY and we're currently working on a curriculum for schools.