Get Your Brain Back
reMarkable
Issue 49 | December 2018
Agency
& Co./NOA
Creative Team
Creative Director Robert Cerkez Art Director Henrik Tvilling Copywriter Peter Dinesen
Production Team
Main Production company (Film) Nexus Studios Executive Producer Ollie Allgrove Animation Studio Mighty Nice Senior Producer Tina Braham Main Production Company (Live Action) & Co. Productions Executive Producer Anders Darre VFX Larsen VFX Music ballad Graphic Designer / Digital designers Anders Martin and Palle Aufeldt In-house Producer Filippa von Bu¨low Post producer Sidsel Ihle Eliasen After effects Søren Jespersgaard Albrechtsen, Alexander Topsøe, Thallis von Holck
Other Credits
Account Director Trine Eisinger Head of Strategy Ørnulf Johnsen Social Media Planner Emil Towity Account Managers Sarah Emilie Gandil, Louise Brinkland Færch Media-partner OATH Danmark PR-partner LEWIS Global Communications
Date
November 2018
Background
reMarkable is a new tablet that looks and feels like paper. With no email or social media functions it is designed to shut out digital distractions and allow the user to focus on her thoughts and her work.
There is evidence that writing notes with a pen improves learning and aids memory retention in a way that typing on a keyboard does not.
However, it will convert handwritten ideas into typed text to share. It also allows users to undo, erase and move their notes and then store them.
Synched with the users laptop or desktop, the notes can then be emailed out far and wide.
To give the look and feel of paper, reMarkable uses Canvas display. Rather than the luminous pixels of other tablets, it relies on black in particles, which make images and text gentle on the eye.
Idea
reMarkable was targeted at Paper People, creatives who like to use sketchbooks, notebooks and pen and paper. But without the messy desk.
Because reMarkable encourages you just to read and write without diversion, it was supported by a campaign based on the thought of ‘Get Your Brain Back’.
Technology has been having a damaging effect on people’s ability to focus on what really matters. Mobile devices bombard everyone with information, with emails pinging and news stories and pop-up messages interrupting them.
To inspire debate about the role of technology in contemporary life, an edgy video was launched asking the question, have we lost the ability to focus on what really matters? It suggested that technology should be modified now before it modifies humanity.
Results
Unknown
Our Thoughts
We’ve touched on the paradox of modern technology elsewhere in Directory (on pages 84-85, where KFC Romania made a series of webisodes about a girl with an unreasonable self-obsession fuelled by social media.) Around 12 million people have already watched Simon Sinek speak eloquently about the dangers of digital addiction on YouTube (https://www.youtube.com/watch?v=5MC2XLRbkE).
It is becoming an advertising meme, brands like Durex encouraging us to ‘switch off if we want to switch on’ and I am certain that more brands will make further efforts to get us to disconnect occasionally. But I suspect it’s too late to put the genie back in the bottle. The only thing technology can do is evolve to be, well, less technological. Like this amazing tablet that looks and feels like paper, except you can’t scrumple it up and throw it in the bin.