Everything Everything’s video proves that crowd sourcing works when used for the right reason, in the right context.
Some in the advertising world are deriding crowd sourcing as a bandwagon that should have never been built. I agree with adliterate in that crowd souring is not the answer to innovative advertising, but then I would I too am a planner. If anyone can do it, what’s the point of having us pointy heads around?
However, left to the correct devices, crowd sourcing can create something braver than would have been. In Everything Everything’s video ‘Photoshop Handsome’ they wanted to show the illusion that Photoshop allows us advertisers to create. What better way to do this than to ask a bunch of animators to create their version of illusion. Everything Everything sent out green screen one second footage of themselves performing the song to 50 animators. The result, in my opinion, is a psychedelic but accurate portrayal of Everything Everything’s core message.