Toyota LandCruiser Emergency Network

My latest work via Saatchi & Saatchi. As featured in Wired, Engadget, TechCrunch, PSFK and The Verge.

Nearly a year and I half ago I walked in to my then ECD’s office and said “what if you could connect all the LandCruisers in Australia to create a gigantic, roving emergency communication network. Not just the new ones, but all of them!”. Well, after a year and a half of toil it feels great for Toyota and Saatchi & Saatchi to finally announce The LandCruiser Emergency Network – an ongoing project to bring emergency communications to the Outback:

Toyota LandCruiser Emergency Network – Transforming Toyota LandCruisers into a pop-up, emergency mobile phone network powered by everyday Australian drivers.

Extreme terrain, killer predators, isolation from services and rapid onset of extreme weather make the Australian Outback one of the most inhospitable environments on earth. One of the biggest challenges faced by rural communities, and visitors, is a lack of access to mobile phone networks.

With over 5 million square kilometres, or 65% of the land receiving no mobile signal, the Australian Outback is one of the world’s most dangerous mobile phone black-spots.

In times of emergency this can be incredibly dangerous.

LEN industrial design. Inspired by the ancient relay batons

To quote the wonderfully eloquent editor of “People who drive Toyota LandCruisers are a special kind of helpful adventurers. There’s literally ‘LandCruiser gangs’ that drives out to remote places to drag Jeep’s out of situations too difficult for them to handle. Not even kidding”.

It’s estimated Toyota have over 500,000 LandCruiser vehicles in operation, making them the country’s most popular 4×4 and outnumber cell-phone installations in Australia 30 to 1. While rural Australians find themselves far from cell towers, they’re never usually far from a Toyota LandCruiser driver. The project seeks to take advantage of this scale by installing a small, inexpensive, signal-providing devices that turn LandCruisers into communication hotspots.

Simple plug and play installation

Together these create a store-and-forward network of emergency signals that anyone can use with just an ordinary mobile phone.

In times of emergency such as fire or flood, a mobilised and fully rolled out network like LEN can also create a coverage within an emergency zone. This enables the community in need to organise their disaster response, as well as communicate with the outside world.

Developed with Dr Paul Gardner-Stephen, Senior Lecturer at Flinders University School of Computer Sc, Engineering & Mathematics, and specialist in disaster and attack resilient technology, the plug-and-play devices are built upon the fundamentals of Delay-tolerant networking currently being explored by space agencies such as NASA for interplanetary communications and deep-space internet protocols and can be fitted to both old and new vehicles. The device’s design takes its industrial design from the relay-system baton design used to carry vital messaging across vast distances by the Ancient Greek, Roman and Chinese civilisations.

project-engineerThe LandCruiser Emergency Network launched in August 2015, with a successful, ongoing community pilot in 50,000 km2 of remote Outback South Australia.

Adland says: “It’s a brilliant idea that turns the LandCruisers out there into moving Wifi hotspots, enabling people out of reach from cellular networks to piggyback on their wifi-signal in order to send out an emergency signal/call. This is an idea that is actually changing the world – starting with the outback, of course”.

Saatchi & Saatchi global describes the idea as a “‎world changing‬ idea”.

Special shout out to the wonderful team I had the pleasure of going on this journey with: Paul Gardner-Stephen and his team at Flinders University School of Computer Sc, Engineering & Mathematics. Saatchi & Saatchi creative teams Wassim Kanaan, Guy HobbsPierre-Antoine Gilles – without who’s ingenuity, creativity and insight the project would not exist. The persistence of Sam Jones, Anna Warren, Mike Spirkovski and Gary Clark. The craft of Tod Duke-Yonge. The cinematography of Eddie Bell and the 8 crew. And a special thanks to Marg & Doug Sprigg and co. of the Arkaroola Wilderness Sanctuary, and the friendly citizens of the Flinders Ranges, SA.

Role: Group Innovation & Creative Director at Saatchi & Saatchi.

Note: After delivering this project I left Saatchi’s to set up my own agency (Theo+Theo) with my lovely wife, award-winning design director Clare Theophane, but I will follow the project closely and hope it achieves the global potential I had always envisioned from the beginning.

Doug Sprigg, Project LEN volunteer Simple installation LEN in action

Agency Credits
  • Client: Toyota
  • Brand: Toyota LandCruiser
  • Agency: Saatchi & Saatchi Australia
  • Executive Creative Director: Mike Spirkovski
  • Group Creative Director: James Théophane
  • Senior Creative: V. Wassim Kanaan
  • Creative Team: Guy Hobbs / Pierre-Antoine Gilles
  • Integrated Executive Producer: Anna Warren
  • Producer: Michael Demosthenous
  • Head of Design: Tod Duke-Yonge
  • Senior Digital Designer: Jake Bruce
  • Group Business Director: Ben Court
  • Senior Business Director: Sam Jones

Crosswind Difficulties

Some landing and take-off highlights in awkward wind conditions at BHX this winter (a record winter for stormy conditions in the UK). Note the frequent flexing of the planes’ wings in response to the turbulence.

Of the five “missed approaches” shown, three diverted to other airports, two were “go arounds” and landed successfully on second attempt.

Generation Connected – A Facebook Cover Shoot

5 ethernet leads, a key to an electric bike, 2 scaples, an iPhone 5s cable, 1 old MiniDisc player (plus disks), 64g of sugarfree gum, a pink pinpong ball, 2 scalpels (plus blades), 2x pencil sharpeners, a mouse, a lomo camera, 1 St Judes disposable coffee cup, iPhone 4 earphones, a DVDR disk, 3 blocks of lego, 1 dvi connector, a dinosaur, 1 macbook plug adapter, a paperclip, ye olde iPod, aKlang USB, a LEAP motion and an HB pencil later…


Screen Shot 2014-01-18 at 12.59.05 pm

Download free hi-res desktop background [5556 × 3600 jpg 12.7mb]

Maria Garcia, Antonny Sugianto, Catalina Gouverneur, Jessica Tong and James Théophane.

work @ holler

Australia. Land of quattro – An interactive TV spot for Audi made by drones

Audi - Australia. Land of quattro FWA Site of the day


Site of the Day: FWA, Google Sandbox, Awwwards, Design Licks, CSS Winner, HTML Inspiration and CSS Inspiration.

Australia. Land of quattro is no ordinary TV commercial.

We (Holler Sydney) hacked quadcopters to track our car through Australia and create a multi-angle, multi-screen, interactive commercial – designed to be instantly and infinitely remixable from the comfort of your couch.

To achieve this we had to reinvent the way we shot a commercial. We used ‘dynamic waypoint’ hacked quadcopters (arduino) and 3DR telemetry tracking technology to match our Audi quattro turn for turn and capture each scene over and over again, so you can take the director’s chair and create your very own commercial to share. The best of which is aired on as a 60 second spot on national TV.

Results: 202,700 unique users visited the online experience, hitting an Audi-record 18 minute average dwell time from 2,677,795,659 (billion) individual interactions. 2,287 user videos generated 814,316 views, entering into the top 25 Australian viral video chart.

And the interaction with the experience resulted in a 28% increase in test drives.

Try it now or watch our wrap-up campaign video.


Director: Yanni Kronenberg
Agency: Holler Sydney
CEO: Mike Hill
Creative Director: James Theophane
Art Director: Ben Heath
Copywriter: John Gault
Agency Executive Producer: John Mclean
Agency Producer : Thomas Trentfield
Account Director: Laura Boyd
Planner: Damien Hughes
Senior Backend Developer: Ronnie Pyne
Senior Front End Web Dev: Scott Swabey
Frontend Developer: Mike Hazell
Designer: Antonny Sugianto
Designer: Thomas Fitzpatrick
Designer: Maria Santos
Designer: Damian Simpkins
Producer: Suzanne Mallos
DOP: Bob Humphreys
Production Company: Aloha Films
Post House: The Editors
Editor: Dave Whittaker
Sound Design: Klang
Music: Michael Dow

Toys from Trash by Arvind Gupta

Arvind Gupta is an Indian toy inventor and populariser of science. He creates simple toys and educational experiments using locally available materials as well as items usually thrown as trash.

These simple toys, he found, fascinated children and Gupta. His website holds instructions, including short video clips (like above) on YouTube for making hundreds of improvised toys, which he makes available freely without copyright restrictions.



via an ambitious project collapsing.

Tedx Mimeisthai takes Grand Prix at Adfest

Tedx Mimeisthai picked up the Interactive Grande Lotus last night, the second night of AdFest. The work also picked up the People’s Choice Award, the only Innovation Award and a bronze for Social media. This comes after Gold at Digital Asia, Silver at LIA, two Silvers at Spikes, an FWA and a bunch more. Humbled.

Congratulations TEDx Sydney, Clems; Paul, Den (the lynchpin!), Rees, Claire, Ant, Justin, Luke, Joel, Jono, Toby Lucas, Crystal, the guys at Smart Multiples and Viocorp.

work @ Clemenger BBDO

The World’s Most Dangerous Product Demo by Holler

Our viral work for Vanish, The World’s Most Dangerous Product Demo, wins this month’s IAB Creative Showcase pipping Havas Worldwide’s DSLR Gear No Idea and The Monkey’s Drag Race ‘Em to the post. Of the campaign IAB said: The campaign was a new twist on the old favourite “product demonstration” and proved that when executed with wit and flair the simplest ideas can still often be the best.”

It’s hard to beat a good old fashioned product demo. Really fun and simple idea with the brand at its core.

– Andy Fergusson, Droga5

Skittles: Telekinize the Rainbow.

Big Won Rankings: 7th best digital campaign in the world 2013The world’s ten most award-winning campaigns of 2013, Campaign Live.


Cannes Lions Bronze – Direct
Cannes Cyber Lions Bronze x2
One Show Entertainment Silver – Branded Apps
New York Festival Silver – Branded Entertainment
New York Festival Bronze – Gaming
New York Festival Bronze – Digital Media
New York Festival Finalist – Avante Garde
London International Awards Bronze – Navigation/Interactivity
London International Awards Finalist – Weird Wonderful Work
London International Awards Finalist – Confections/Snacks
London International Awards Finalist – Non-traditional
Webby Awards Honouree – Best Use of Device Camera
Webby Awards Nominee – Best Use of Online Media
Webby Awards Nominee – Experimental & Innovation in Social
AWARD Awards Silver – Digital Campaign
AWARD Awards Silver – Games
AWARD Awards Silver – Online Promotion
AWARD Awards Silver – Social Media
AWARD Awards Silver – Emerging Digital
AWARD Awards Bronze – Best use of media (Media)
AWARD Awards Finalist – Best use of social media (Experiential)
Clio Bronze – Apps
Clio Bronze – Games
One Show Interactive Merit – Interaction Design
Best Ads – Best of the Week (Interactive)
ADMA Silver – Apps
ADMA Silver – Use of Technology
AIMIA Best in Show
AIMIA Gold – Best use of social media
AIMIA Gold – Best use media
AIMIA Gold – Most Innovative Digital
ANDY Awards Finalist – Integrated Food
A-List Hollywood Awards Bronze – Branded Entertainment/Games

Pushing the boundaries on how technology and creative ideas can work together, we created ‘Telekinize The Rainbow‘, an interactive, multi-user experience for iconic confectionary brand, Skittles, which gives individuals the ability to move actual Skittles with their mind. For real. Live.

The experience lived entirely on Facebook and had audiences the world over perplexed as to how they could move skittles using a webcam and their mind.

“Skittles worldwide has won over millions of fans over by dramatising what happens at the intersection of real and imaginary.” – Chris Blayney, Wrigley’s marketing director.


  • Skittles went from being unranked to the
  • 3rd most popular branded Facebook page
  • in Australia.
  • Users spent an average of over 4 minutes each on the App.
  • ‘Likes’ of Skittles Facebook page increased by 1,500% every day.
  • Australian and New Zealand fan base grew
  • by 3,500 people.



The Telekinize The Rainbow campaign was created at Clemenger BBDO by Ben ClareLuke Hawkins and James Theophane. Devoloped by Robotics Engineer Ben Cai,  Programmer John Knutsson and Producer Dave Flanegan.

ECD Paul Nagy, Account Management team Emily Perrett, Anna Walters and Jacqueline Nunns.

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TEDx Mimeisthai Takes Silver and Bronze at LIA Awards in Las Vegas [Weird Wonderful Work and Innovative Use of Digital]

via LIA

Silver in Digital – Weird Wonderful Work for TEDx titled “Mimeisthai”.
Bronze in Digital – Innovative Use of Digital for TEDx titled “Mimeisthai”

Mimeisthai also attained Finalist status in Design – Environmental Installations/Displays.

Congratulations to Denise Mckeon, Claire Alexander, Rees Steel, Paul Nagy and all the team for making this happen.

work @ Clemenger BBDO