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The Swirl: February 20, 2017

Happy President's Day! In the words of Dwight D. Eisenhower, "Plans are nothing. Planning is everything." And as planners by trade, we’d like to agree. In this edition: letting go, unexpected playlists, and making history.

WORD OF THE WEEK

Virtual reality (n.) - a computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment, such as a helmet with a screen inside or gloves fitted with sensors. And apparently making its way from humans to Chick-Fil-A cows. It’s a fun way to include the brand and their iconic cows into the technological innovations of 2017, while sneakily inserting the “Eat Mor Chikin” message into the experience. Check it out for yourself, hooman.

For the hoarder...

SwirlNotes: is back at it again with the hilariously weird ads featuring people who don’t want to part from their belongings, but ultimately find someone to buy them through the app. Goodbyes are so bittersweet.

WHY IT MATTERS

If it ain’t broke, don’t fix it. These bizarro ads got the mobile app 20+ million active users in less than two years in existence. But the real challenge the brand faced with round two of these ads was how to make them feel fresh, while still preserving what worked so well for them in the past. The key: Staying inspired through real conversations. No, these spots are not real stories, but they do pull from small talk overheard in garages in attics across America. Moral of the story - if you want to push creative, you might have to look in unexpected places to get the inspiration you need.

For the playlist guru...

SwirlNotes: ICYMI, Spotify released an outdoor campaign last year that referenced odd user habits. This year, they are back with bigger and better extensions. If you have some weird playlist names, there’s a small chance you could be mentioned in an ad.

WHY IT MATTERS

Putting users at the center of ads is a smart move by Spotify. Leveraging user data is nothing new, but Spotify’s decision to emphasize peculiarities makes it unique. It’s funny, but also true to who they are. They provide a service that allows users to make it their own. And as evidence of the playlist names we’ve seen here, it seems like account holders truly love the freedom they have with playlist and song choices. Maybe a little too much. You do you. Spotify won’t judge.

For the history buff...

SwirlNotes: A new project, Put Her on the Map, wants more public properties to be named after females. To kickstart the effort, they asked young girls to think of things named after women. Responses included Bloody Mary, Lazy Susan, and Daisy Duke.

WHY IT MATTERS

Ninety-two percent of outdoor monuments are dedicated to men, yet half of the people living in the U.S. today are female. Not good. And if the stat wasn’t enough, Put Her on the Map took it one step further with this short film. They not only brought up an important issue, but also demonstrated the effect it has on young girls. Like they say, if you don’t see it, it’s a lot harder to become it. That’s why you’re hearing drink names instead of female leaders. And why this project deserves some recognition. Shout out to Put Her on the Map for finding a way to catch our attention.

FINAL FOOD FOR THOUGHT

Facebook is now competing with LinkedIn.