hyperisland

See more here (Photo via Shravan Hegde)

Never ever seen this before. Military training in the middle of the city—Björns Trädgård

my little sister! Here on our way to our grandma

This was his birthday. So. Happy.

A delicacy

Got to hang out tons with this guy

and this is me at the bbq.

A nice sunday bbq in Tantolunden

This is how we celebrate approval of visas in Stockholm

My favorite café in Stockholm. They have a great Västerbotten-toast, cheap and good latte and was featured in The Girl with the Dragon Tattoo. What more is there to ask for?

Last week we were greeted by a happy surprise visitor: Samir! He spent a couple of days here with us and it was, as always, a real pleasure! It really brightened my boring work week. The three of us c…

 The last blog post from Digital Media student Emilia in Buenos Aires. Today my mentors Maria Mujica from Kraft Foods and Nico Pimentel from + Castro Innovation held a presentation of Project Fly at Hyper Island in Stockholm. If you missed, no worries, I'm writing more about my Project Fly experience today! To explain in one sentence what Project Fly is I would compare it with an innovation incubator made up by a group of people with different skills working together for three weeks in a garage (the name of our office during the project to enhance the entrepreneurial feeling) coming up with marketing innovations for one Kraft brand. To develop Project Fly Kraft teamed up with Contagious Magazine, a magazine and blog focused on the latest in advertising. There are a couple of insights that leads up to the initial idea of the innovation incubator in Kraft. The digital evolution has changed the way companies has to communicate with their consumers. Digital products are also expensive to produce (there is an old misconception that digital advertising is cheap, but more and more companies start to realize that it's not) and therefore it is better to invest in projects that stays relevant for a longer time than a campaign traditionally do. In the background also lies the belief that everyone, background not important, has the capacity to come up with good ideas. Something we have seen more and more lately are production companies who sell digital products directly to companies without the advertising agency in between. This also means that the company can come up with ideas and produce them without the advertising agencies and Project Fly is Kraft's implementation of this new way of working. The participants of Project Fly came from all over the world. The group was almost as diverse as our class at Hyper Island. Within the group of 15 the persons who participated there where marketing directors from Kraft offices in every corner of South America as well as creative's and strategists from leading digital and advertising agencies all over the world. To run Project Fly in Buenos Aires Kraft teamed up with +Castro Innovation, a local innovative advertising agency. I also got to work with Deeplocal from Pittsburgh, Cubocc and We are Social from Sao Paulo, Saatchi & Saatchi from Buenos Aires, and British Brain Juicer. It was really cool to see how a group of people from different cultures and different backgrounds who speak different languages can work so well together right from start. Something I really enjoyed was that we didn't have any clear roles - we where all problem solvers working on the same brief doing research, idea generation and development of concepts together. Before we started working together we never had a proper introduction where everyone would get to present their background, but this just made it easier to go with the flow and do what worked best for the moment. I also believe this helped to develop the hierarchy free environment we had in the garage. The first day we where briefed on what brand we would work on and what kind of solutions we would create. We worked on the same brief for all the three weeks but everyday we attacked the problem from different angles based on different insights. In the mornings we would have lectures to be inspired about everything from insights about the target group to case studies of social media and applications. I really liked the lectures we had at Hyper Island and it was great to “be back in school again” and get new input. In the afternoons we would then work on coming up with solutions based on what we have learned in the morning. As Hyper Island students we got to help out organizing workshops for idea generation, reflection and feedback. After three weeks we had tons of ideas covering everything from digital products and outdoor activations to product innovations, CSR activities and culture changes. When Project Fly ended I stayed and worked at +Castro with the production of prototypes and case videos for the best ideas generated during the garage. Unfortunately I can't share the result yet since we haven't implemented them in the real world but as soon as I can I will show them. The whole experience was for me very similar with being at Hyper Island, both because we got to use many of the methods we used in school but also because of the unstructured flexible way of working. I'm really happy I got to be part of this experience! I learned a lot and made loads of great new friends all over the world. The pilot of Project Fly was also very successful and therefore Kraft are going to do four more garages this year to come up with innovations for four additional brands! The best part of this is that Kraft wants more Hyper Island students to come to Buenos Aires this year to participate in Project Fly. Thank you for following me on my internship for a week! This is also the last day for me posting at the Hyper Island blog, continue to follow me on Twitter @therivertweet. See you!

 Our guest blogger, Digital Media student Emilia Åström, about her internship in South America. I really enjoyed being in Hyper Island, to go to school was fun and stimulating and I made many new great friends, I do miss my friends but I might actually have more fun now on my internship than I had at Hyper Island. Even though we got to work with many good clients and interesting projects at Hyper Island I still thing the real world is still a bit more exciting to work in than school because you know that you are producing something that will be used, hopefully you get paid for it and you are constantly challenged by your more experienced colleagues (if not ask them). During my internship I have gotten the opportunity to try many new things and but also focus on different skills I wanted to develop. Seven months internship is a long time and I'm happy I ended up with Kraft in Buenos Aires because my experience was so diverse. Since I came to Buenos Aires in the beginning of November last year I have changed office and role three times. During Project Fly we worked in the so called garage, an open office space designed to promote creativity. We didn't have any clear roles, we all where so called flyers in this pilot. It was very interesting to get to work in such a flexible environment, and since I got to change role and location of my internship later on as well I have also managed to stay in this mood. Living and working in Argentina demands you to be very flexible and creative as well, many people I have met here have many different jobs and projects at the same time. When I talked about this with Maria in the beginning she also told me that the reason why the Argentinians are so flexible might be because since a long time they have learned to live with economical and political change. It's a very interesting insight and might be part of the explanation of why Project Fly started in South America and not anywhere else in the world. I think Hyper Island did a good job preparing us for a life like this too. The world is going to be more complex and there is going to be more and more change all the time, and by continuing to use reflection and learn to learn after Hyper Island you are definitely more fit to keep up and adapt to change. I'm very inspired by being in South America, and after our graduation in Stockholm in June I want to come back! I feel that there are more interesting things left to do here!

Second post from Digital Media student Emilia Åström, who is doing her internship in Buenos Aires, Argentina. Since a month I do my internship at Kraft's office in Buenos Aires with Hortensia at the digital department. Hortensia started working with digital consumer insights one year ago and before that she worked for a digital agency here in Buenos Aires. Since starting to work for Kraft she has developed digital strategies for the brands to improve their presence online. One year ago most brand had a very light or no digital presence online but now most of them are active in social media and they also do many digital campaigns. With Project Fly we also developed many digital campaigns that will be implemented later on. Working in the digital department is very alternate because it means that I get to collaborate with many different departments in Kraft and with all brands. Hortensia and I share office with the consumer insights department and I'm working together with the marketing directors and their advertising and digital agencies to develop the brands digital strategies, campaigns and activities in social media. I'm also involved in projects with the HR department and internal communication. One of the reasons Kraft are interested in having students from Hyper Island working in Kraft is to let them share their knowledge of Hyper Island method and process to inspire the culture to become more open to change and innovation. Everyone at Kraft has been very open and curious to learn more about Hyper Island and for me as a Hyper Island student it has also been very interesting to get to do process follow ups and idea generations in a real working environment with my colleagues and try out how to best use the methods in an environment different than Hyper Island. As students in Hyper Island we are working with these methods daily but of course the conditions when working with these methods in an office are different and demand for other ways to present and work with them. By doing this I have understood a lot of how to work with and present the Hyper Island methods in the future and this is definitely something I will bring with me from Kraft. Today I have a couple of meetings with some brands to present my feedback on some activities they are planning to perform on Facebook this year and I'm also going to present an idea for an application. To work in the same office as marketing directors is very different from coming in from an agency to present ideas. Since we are all in the same building it is much easier to just drop by to show some new ideas or discuss how to move forward. In this way the client is much more involved in the process and I get much better access to their knowledge about the market and target group. Since I have been working at advertising agencies before it is interesting to try another way of working now, or as we say at Hyper Island – step out of your comfort zone. See you at Twitter later for live updates from Kraft!

If I was a graffiti artist, I would put this on a wall ASAP. Sadly I'm just a PS artist that's very in to the Mixer Brush tool and creating hysterical effects. Click for full size, looks so much better!

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