*supercollider

Goodby, Silverstein have delivered a really nice execution of Sprint’s This is now campaign, bringing the campaign idea to life based on the data from the world around us.

Where in the past we might’ve had a TV spot with a few canned facts, the site builds on the power of the syndicated web, pulling in real-time feeds from YouTube, CNN, webcams, Google and other data sources to make the experience feel completely alive and literally “in the moment”.

It’s a great idea and I really like the execution of the website, although I’m surprised that they haven’t done more with their own data syndication. Currently the only off-site experience looks to be this widget:

It’s novelty value only, and seems like a missed opportunity to create a widget or series of widgets that would really build off that idea and bring data about “now” that would interesting and compelling enough for people to want to take away and embed and share in their social spaces.

Nonetheless, it’s great to see a brand site making such good use of the syndicated web.