Rethink: Contemporary Art.

Rethink of Vancouver, British Columbia is a cutting edge agency.

The agency’s philosophy – creative and otherwise – is pared down to the essentials. Pencil rough storyboard presentations (no PowerPoint). Notes in client meetings are taken on walls covered in chalkboard paint. Any leave-behinds are tucked into blank white folders, DVD covers, or booklets stamped with a small backwards circle R – the Rethink logo. Even business cards are generic – they’re plain white with blank spaces for the handwritten name of the staffer and a phone number or email address. The web site itself is a blank white screen with a small glyph saying “web site.” Pretty Cool.

This is my favorite project of theirs. Fifty-thousand buttons were displayed, each printed with a single word representing one of a hundred possible responses to contemporary art. The public was free to walk away with as many as they wanted in this installation for the Contemporary Art Gallery in Vancouver.

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