Breakfast: breaking stuff quickly

I have been digging around doing research for the new book.  And I just came across a not-agency called Breakfast.  It sounds like a Culturematic powerhouse.

It is also very likable.  Breakfast has done several brilliant things, including:

1.  A bike called Precious that reported its experience was ridden across the country.

“Precious’s brain is an on-board device that captures all of his experiences, combined with a cloud-based system that analyzes those experiences. Put this all together and get a bike that’s able to express itself in his own words. He shares his up-to-the-moment thoughts and has a subconscious which allows him to dream about all he’s been through.” (from the Breakfast website: www.breakfastny.com)

2.  A red phone that they leave with prospective clients. The client only needs to pick up the phone to be put in touch with one of the Breakfast partners.

I am honestly not sure how this works, but I think the idea is that Breakfast leaves the phone at the clients without much explanation. Who can resist picking up a red phone, especially when it has a blinking red light?

Client reaction? Here’s one, transcribed from the Breakfast website. It is the Senior Vice President of Entertainment Marketing at Turner. She says “This is the coolest thing I have had any agency send! This is awesome!!!”

3.  All of this is done in a manner of that is as seeking, forthright, and scientific as possible. See the “full disclosure” diagram above and especially its “seperatory funnel” and “client fluid.”  The Breakfast website sums things up:

Just like the brilliant Edison and Bell discovered, inventing groundbreaking technology doesn’t happen first go. Think, draw, prototype, break. Then do it all again. We take pride in the fact that we break a lot of things. With purpose, and in an effort to invent new and unique ways to help clients reach people.

For more on Breakfast and co-founders Andrew Zolty, Mattias Gunneras, and Michael Lipton, go here.

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