Titanium > Titanium
Y&R ITALIA, Milan / IED / 2018
Overview
Credits
CampaignDescription
In all IED schools, students utilize 3.2 Ghz iMacs.
Each one of these computers is thousands of times more powerful than the Apollo 13. In all the 11 schools around the world, there are thousands of these PCs that every night remain idle.
By using an open source software, called Berkeley Open Infrastructure for Network Computing, and applying the principles of Blockchain internet, we created a network of computers that every night processes data for an American cancer research institute.
Execution
IMPLEMENTATION
We installed an open source software, called Berkeley Open Infrastructure for Network Computing, in the school’s computers. When the computers are left idle, the software creates a sharing network following the principles of the Blockchain internet.
TIMELINE
The project is operative since April 2018.
PLACEMENT
All IED computers
SCALE
The project is supported by IED International.
Outcome
One school alone can generate over 2000 Ghz of computing power, which multiplied by all the 11 schools throughout the world becomes 22,000 Ghz. If this were one computer alone, it would be ranked as one of the world’s 20 most powerful PCs.
IED can donate all this power to medical research at just the cost of an internet connection.
Media coverage
http://www.repubblica.it/tecnologia/2018/05/02/foto/blockchain_for_life_e_sostieni_la_ricerca_a_livello_mondiale-195336899/1/#1
https://tech.fanpage.it/blockchain-for-life-lasciare-acceso-il-pc-per-aiutare-la-ricerca/
https://www.techprincess.it/blockchain-for-life-ricerca-medica-calcolo-distribuito/
http://www.businesspeople.it/Storie/Sostenibilita/Blockchain-for-life-Ied-105516
https://www.bitmat.it/blog/news/74656/blockchain-for-life-sostegno-ricerca
http://www.spotandweb.it/news/812927/blockchain-for-life-un-modo-sostenere-la-ricerca-livello-mondiale.html
http://www.zazoom.it/2018-05-02/blockchain-for-life-e-sostieni-la-ricerca-medica-a-livello-mondiale/4180942/
https://www.informazione.it/a/E4D17163-95DE-4760-B6E5-29234C10466E/Blockchain-for-Life-lasciare-acceso-il-PC-dell-universita-per-aiutare-la-ricerca
https://www.telodogratis.com/blockchain-for-life-e-sostieni-la-ricerca-medica-a-livello-mondiale/
https://www.manfredonianews.it/2018/05/02/blockchain-for-life-e-sostieni-la-ricerca-medica-a-livello-mondiale/
http://247.libero.it/dsearch/marketing+innovation/
Relevancy
Worldwide medical research investments have never been more than 1.75% of the GWP (source: Global R&D Funding Forecast), half of what is usually spent for military research.
This project proves how you can change the rules of the game, increasing the available resources without increasing the investments.
Strategy
TARGET
Medical centres that qualify for distributed computing, which therefore can process their experiments’ data in remote. In this case, we chose Rosetta@home.
APPROACH
According to the sharing economy theory, if we did share all our resources the world would really become a better place. In fact, the great insight was to identify the “waste” - not of food or energy, as commonly happens - but of Ghz, which are not exploited at their full potential.
In this way, without creating any disturb to the students we gave our costless contribution in speeding cancer research.
Synopsis
SITUATION
Nowadays, the capability of handling creative data is a requisite that every communication professional must have to make sure that his/her work might really make the difference to other people’s lives.
BRIEF
Create a zero budget, corporate social responsibility campaign for IED, one of the most important creativity and design Academies in the world.
OBJECTIVES
Tangibly support medical research without incurring in any economic investment.
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