Led by creatives Hector Alvarez and Mike Russek, the folks at Syyn Labs have created a machine that is a vision of beauty and grace. The machine, created to celebrate Wonka’s latest Golden Ticket Promotion, is available for viewing live for a limited time in the Wonka window in the Toys R Us at 44th and Broadway in New York (Times Square!). Here’s a behind the scenes look at the creation of the machine, and how Mike’s inspiration – moving from physical to digital then back again – was an essential spark.
FOR IMMEDIATE RELEASE
Syyn Labs Goes Bungee Jumping With the New Chevy Sonic
Goodby, Silverstein & Partners Taps Motion Theory Directors Syyn Labs to Fuse Engineering Ingenuity and Creative Production to Create a Memorable Launch for the New Chevy Sonic
Los Angeles, CA (10.19.2011)—“Some people play with blocks; we play with shipping containers,” deadpanned Syyn Labs President Adam Sadowsky, director of the latest launch stunt produced via Motion Theory for the new Chevy Sonic. To introduce the all-new 2012 Sonic with a bang, Chevrolet agency Goodby Silverstein & Partners commissioned the mischievous rocket scientists at Syyn Labs to devise an unforgettable stunt that would incorporate online and social media fan participation. The stunt can be viewed live at www.letsdothis.com.
Question: What do you get when you combine a whole lot of chocolate and brilliant engineering skills? Answer: A Choco-tabulator. That’s the visually scrumptious new monster machine that WONKA just rolled out in Times Square. It’s 16 feet wide, 8 feet tall, and constructed with 16,000 pieces of chocolate. And wait for it…it creates 3D golden tickets. And ready? If you buy a Wonka bar that contains a Golden Ticket, you’ll get paid $100,000 to eat Wonka chocolate for a day. Can you say mmmm-mmmm?
- Syyn Labs
Today we unveil a new project. We couldn’t be more excited!
Recently, we were invited to produce a new machine for the store window of Willy Wonka’s store-within-a-store at the Toys R Us in Times Square, New York. The project concept was straightfoward – produce a machine that announced and promoted their Golden Ticket promotion. But this is for Wonka. We had to do something very, very special.