Production Company A-List 2011: Stink
Outstanding digital work helped Stink shine this year.Published: Feb 09, 2012
Stinkdigital was arguably the outstanding performer among the Stink group this year (although that's not to say Stink and Skunk didn't also notch up some impressive achievements).
But it was Stink's digital arm, now boosting its U.S. presence under its founder Mark Pytlik, who recently relocated to New York, made real strides in 2011. Its work for brands such as CNN, Diesel and ASOS ran the gamut from social media to e-commerce.
CNN's Twitter visualization site Ecosphere, linked Twitter to the environment by making beautiful graphics out of tweets about the COP17 Climate Change conference in Durban. The work, via Heimat Berlin, culminated with an installation piece at the conference that rendered the site as a 3D holographic image. For Ben & Jerry's, there was Fair Tweets, through Amalgamated, which invited users to donate their unused Twitter space to the cause of fair trade. ASOS' digital experience Urban Tour allowed viewers click on dancers to buy what they were wearing.
From the main Stink stable, there were plenty of great productions including Lurpak's Kitchen Odyssey via W+K London. Directed by Stink's Martin Krejci, it whetted our appetites by turning a simple stick of butter into a gourmet ingredient, and won Stink a Craft Silver at Cannes. Meanwhile TalkTalk's Homes Within Homes, directed by Adam Berg, lent real emotions to inanimate objects.
And, demonstrating that the group's structure allows it to work collaboratively across platforms, both Stink and Stinkdigital worked on the surreal idea of Diesel Island. The project, which netted a Cyber Bronze Lion at Cannes, included both a digital platform and a series of spots through Santo (directed by Landia/Stink's Agustin Alberdi) creating a story arc that saw the island through from its inception to its (hilarious) self-destruction.
Overall, the group, which won fourth place worldwide in the Cannes Palme d'Or (first in the U.K. and Europe), continues to demonstrate remarkable versatility over a number of platforms.