Creative Work of the Week: Qualcomm’s Rube Goldberg machine ushers in the ‘Invention Age’
Watching a Rube Goldberg machine in action can be mesmerizing, and the analog-meets-digital version at the heart of Qualcomm’s latest campaign certainly is one to be watched, which is why The Drum’s readers voted the campaign the Creative Work of the Week.
To celebrate what Qualcomm calls the ‘Invention Age,’ and inspire the next generation of inventors, Qualcomm put technology in students’ hands in a uniquely creative way.
McCann New York worked with Qualcomm to draw on Qualcomm’s long-standing partnership with First, a non-profit organization that engages kids in mentor-based research and robotics programs that help them become science and technology leaders, to bring a diverse team of young competitors together to create an all-new Rube Goldberg machine.
The hero spot features the kids presenting the mechanical masterpiece in action, working its magic to ultimately spell out ‘Welcome to the Invention Age,’ with dominoes.
In addition to partnering with the San Diego First Tech Challenge Chapter, Qualcomm and McCann New York also worked with domino art influencer Lily Hevesh and chain reaction machine influencer Steve Price to help build out the Snapdragon-powered machine.
Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.
See the work by clicking on the Creative Works box below.