Monday, 21 March 2016

American Greetings disrupts SXSW with analogue

While the perennial South by Southwest interactive festival has always been about being on the bleeding edge of digital, a much more traditional company came along to offer a reminder that sometimes it's good to just take things slow.
"To get this message across, the brand took over 325 E. 6th Street in downtown Austin, Texas, for a three-day promotion aptly titled #Analog. It ends today and features paper crafts plus speakers like designers Stefan Sagmeister and Aaron Draplin. 
Festivalgoers can try their hand at do-it-yourself printmaking and pop-up cards (American Greetings calls this "paper engineering"). They also can learn about lettering techniques from an American Greetings' artist, get a selfie stitched with thread by fashion designer Michael-Birch Pierce, fill in a coloring-book mural by Kelsey Montague, or create an analog GIF and then record a video to share on social."


You can read the full article on Adweek.