[Music] can you remember what being bored felt
can you remember what being bored felt
can you remember what being bored felt like I’m talking about actual true
like I’m talking about actual true
like I’m talking about actual true boredom nothing to watch nothing to
boredom nothing to watch nothing to
boredom nothing to watch nothing to listen to nothing to tweet with it’s
listen to nothing to tweet with it’s
listen to nothing to tweet with it’s pretty much gone isn’t it some people
pretty much gone isn’t it some people
pretty much gone isn’t it some people pay to be bored nowadays they go to a
pay to be bored nowadays they go to a
pay to be bored nowadays they go to a hut in Switzerland the Wi-Fi nor
hut in Switzerland the Wi-Fi nor
hut in Switzerland the Wi-Fi nor reception then they milk some goats or
reception then they milk some goats or
reception then they milk some goats or something but 30 years ago boredom was
something but 30 years ago boredom was
something but 30 years ago boredom was completely free you could be bored
completely free you could be bored
completely free you could be bored anywhere in any time because you didn’t
anywhere in any time because you didn’t
anywhere in any time because you didn’t have access to information like you have
have access to information like you have
have access to information like you have today you don’t have a smartphone or the
today you don’t have a smartphone or the
today you don’t have a smartphone or the Internet this is our normal conversation
Internet this is our normal conversation
Internet this is our normal conversation went down 30 years ago someone would ask
went down 30 years ago someone would ask
went down 30 years ago someone would ask you something and you were like I don’t
you something and you were like I don’t
you something and you were like I don’t know and that was it
know and that was it
know and that was it this is how most conversations ended in
this is how most conversations ended in
this is how most conversations ended in the 90s we had to live with not knowing
the 90s we had to live with not knowing
the 90s we had to live with not knowing things we couldn’t just google them but
things we couldn’t just google them but
things we couldn’t just google them but now it’s exactly the opposite because
now it’s exactly the opposite because
now it’s exactly the opposite because now we’re flooded with endless amounts
now we’re flooded with endless amounts
now we’re flooded with endless amounts of information all the time we now know
of information all the time we now know
of information all the time we now know everything but we care for nothing and
everything but we care for nothing and
everything but we care for nothing and this imbalance between the things we
this imbalance between the things we
this imbalance between the things we know and the things were able to process
know and the things were able to process
know and the things were able to process has created the biggest competition of
has created the biggest competition of
has created the biggest competition of our generation I call it the race for
our generation I call it the race for
our generation I call it the race for attention now there was always a
attention now there was always a
attention now there was always a competition for people’s attention but
competition for people’s attention but
competition for people’s attention but the one thing that changed is the number
the one thing that changed is the number
the one thing that changed is the number of competitors because back then it was
of competitors because back then it was
of competitors because back then it was easy if you had something to say he just
easy if you had something to say he just
easy if you had something to say he just took a bunch of money and you booked
took a bunch of money and you booked
took a bunch of money and you booked airtime on TV and you could reach a
airtime on TV and you could reach a
airtime on TV and you could reach a whole country but now it’s a totally
whole country but now it’s a totally
whole country but now it’s a totally different game because now you’re
different game because now you’re
different game because now you’re competing with anyone who owns a
competing with anyone who owns a
competing with anyone who owns a computer there are kids on YouTube
computer there are kids on YouTube
computer there are kids on YouTube who have a larger audience than most TV
who have a larger audience than most TV
who have a larger audience than most TV channels so now anybody can enter the
channels so now anybody can enter the
channels so now anybody can enter the race but only a few can reach the finish
race but only a few can reach the finish
race but only a few can reach the finish line which in this case stands for going
line which in this case stands for going
line which in this case stands for going viral but how do you go viral in the
viral but how do you go viral in the
viral but how do you go viral in the last two years I’ve managed to reach
last two years I’ve managed to reach
last two years I’ve managed to reach about 250 million people using the
about 250 million people using the
about 250 million people using the Internet I didn’t make any money off of
Internet I didn’t make any money off of
Internet I didn’t make any money off of it which is a shame but I did it all
it which is a shame but I did it all
it which is a shame but I did it all from my home in my underwear and
from my home in my underwear and
from my home in my underwear and theoretically you could – I’m not saying
theoretically you could – I’m not saying
theoretically you could – I’m not saying you will I’m just saying it’s not
you will I’m just saying it’s not
you will I’m just saying it’s not impossible now the first time I managed
impossible now the first time I managed
impossible now the first time I managed to catch the Internet’s attention was
to catch the Internet’s attention was
to catch the Internet’s attention was with a parody it was a parody of an
with a parody it was a parody of an
with a parody it was a parody of an online music platform called boiler-room
online music platform called boiler-room
online music platform called boiler-room now in case you’re not familiar with
now in case you’re not familiar with
now in case you’re not familiar with boiler-room what they do is they
boiler-room what they do is they
boiler-room what they do is they organize parties all over the world and
organize parties all over the world and
organize parties all over the world and then they stream those parties online
then they stream those parties online
then they stream those parties online it’s kind of like Ted but for DJs now
it’s kind of like Ted but for DJs now
it’s kind of like Ted but for DJs now I’m not sure why but there are millions
I’m not sure why but there are millions
I’m not sure why but there are millions of people watching this this is very
of people watching this this is very
of people watching this this is very popular so most of the times the DJ’s
popular so most of the times the DJ’s
popular so most of the times the DJ’s would play underground techno which I’m
would play underground techno which I’m
would play underground techno which I’m personally fine with but I couldn’t help
personally fine with but I couldn’t help
personally fine with but I couldn’t help but wonder how amazing those videos
but wonder how amazing those videos
but wonder how amazing those videos would get if I were to replace the
would get if I were to replace the
would get if I were to replace the original music with nineties trash hits
original music with nineties trash hits
original music with nineties trash hits so I did I called it 90s boiler room let
so I did I called it 90s boiler room let
so I did I called it 90s boiler room let me show you
me show you
me show you [Music]
[Music]
[Music] with freedom
this was a lot of fun but when I started
this was a lot of fun but when I started I didn’t have any followers on Twitter
I didn’t have any followers on Twitter
I didn’t have any followers on Twitter or Facebook that would spread my work I
or Facebook that would spread my work I
or Facebook that would spread my work I did get lucky though because a
did get lucky though because a
did get lucky though because a journalist from Vienna who was writing
journalist from Vienna who was writing
journalist from Vienna who was writing for Vice found out about the project and
for Vice found out about the project and
for Vice found out about the project and then they wrote this article here
yeah so after that that just started
yeah so after that that just started spreading and you know people all
spreading and you know people all
spreading and you know people all millions of people were watching those
millions of people were watching those
millions of people were watching those stupid videos I made now remember how
stupid videos I made now remember how
stupid videos I made now remember how this talk is called the secret of going
this talk is called the secret of going
this talk is called the secret of going viral yeah that’s totally a lie there’s
viral yeah that’s totally a lie there’s
viral yeah that’s totally a lie there’s no there’s no secret to going viral come
no there’s no secret to going viral come
no there’s no secret to going viral come on if I knew it do you think I would
on if I knew it do you think I would
on if I knew it do you think I would tell you hell no but but I do believe
tell you hell no but but I do believe
tell you hell no but but I do believe that there’s a pattern behind many
that there’s a pattern behind many
that there’s a pattern behind many things that do go viral
things that do go viral
things that do go viral I think the success of an idea depends
I think the success of an idea depends
I think the success of an idea depends on two things mainly an insight and a
on two things mainly an insight and a
on two things mainly an insight and a mechanic now an insight is a word
mechanic now an insight is a word
mechanic now an insight is a word douchey advertising people use to
douchey advertising people use to
douchey advertising people use to describe a certain observation something
describe a certain observation something
describe a certain observation something you would say that would make people go
you would say that would make people go
you would say that would make people go like hmm you’re right
like hmm you’re right
like hmm you’re right I never noticed that but obviously
I never noticed that but obviously
I never noticed that but obviously having some kind of observation is not
having some kind of observation is not
having some kind of observation is not enough your observation has to be clever
enough your observation has to be clever
enough your observation has to be clever or funny or original actually that’s to
or funny or original actually that’s to
or funny or original actually that’s to be all of the above let me give you an
be all of the above let me give you an
be all of the above let me give you an example if I say something like the
example if I say something like the
example if I say something like the story of Harry Potter is unrealistic
story of Harry Potter is unrealistic
story of Harry Potter is unrealistic because he learns magic at school it is
because he learns magic at school it is
because he learns magic at school it is an observation it is an insight it’s not
an observation it is an insight it’s not
an observation it is an insight it’s not a very good one because we all know that
a very good one because we all know that
a very good one because we all know that I’m not telling you anything new it’s
I’m not telling you anything new it’s
I’m not telling you anything new it’s not very surprising but if I were to say
not very surprising but if I were to say
not very surprising but if I were to say let’s say the story of Harry Potter is
let’s say the story of Harry Potter is
let’s say the story of Harry Potter is unrealistic because he can actually use
unrealistic because he can actually use
unrealistic because he can actually use what he learned at school in real life
what he learned at school in real life
what he learned at school in real life you see this is a whole different
you see this is a whole different
you see this is a whole different approach this is a whole new way to see
approach this is a whole new way to see
approach this is a whole new way to see Harry Potter in your story and that what
Harry Potter in your story and that what
Harry Potter in your story and that what that is what makes it funny to you this
that is what makes it funny to you this
that is what makes it funny to you this is what makes it clever and original and
is what makes it clever and original and
is what makes it clever and original and this is what makes it a good insight
this is what makes it a good insight
this is what makes it a good insight every game-changing product every ad
every game-changing product every ad
every game-changing product every ad campaign every good joke are based on an
campaign every good joke are based on an
campaign every good joke are based on an insight and then there’s the mechanic
insight and then there’s the mechanic
insight and then there’s the mechanic which is simply the method you use to
which is simply the method you use to
which is simply the method you use to communicate your insight which medium
communicate your insight which medium
communicate your insight which medium will you pick what’s your tonality
will you pick what’s your tonality
will you pick what’s your tonality imagine the insight as a problem and the
imagine the insight as a problem and the
imagine the insight as a problem and the mechanic as how you tell people
mechanic as how you tell people
mechanic as how you tell people about your problem most people think
about your problem most people think
about your problem most people think this is about solving problems it’s not
this is about solving problems it’s not
this is about solving problems it’s not art does not solve problems art exposes
art does not solve problems art exposes
art does not solve problems art exposes problems art gets things started and
problems art gets things started and
problems art gets things started and that is completely enough it’s fine
that is completely enough it’s fine
that is completely enough it’s fine because only after you’ve found and
because only after you’ve found and
because only after you’ve found and understood the problem you can try and
understood the problem you can try and
understood the problem you can try and solve it so last year I noticed the
solve it so last year I noticed the
solve it so last year I noticed the problem I saw people who were taking
problem I saw people who were taking
problem I saw people who were taking selfies doing yoga
selfies doing yoga
selfies doing yoga jumping juggling in the middle of
jumping juggling in the middle of
jumping juggling in the middle of berlin’s holocaust memorial those people
berlin’s holocaust memorial those people
berlin’s holocaust memorial those people weren’t doing it because they didn’t
weren’t doing it because they didn’t
weren’t doing it because they didn’t know where they were they know exactly
know where they were they know exactly
know where they were they know exactly where they were they just didn’t care
where they were they just didn’t care
where they were they just didn’t care all they wanted was a pretty picture for
all they wanted was a pretty picture for
all they wanted was a pretty picture for their Facebook profile and that was my
their Facebook profile and that was my
their Facebook profile and that was my insight we are so obsessed with social
insight we are so obsessed with social
insight we are so obsessed with social media we would literally dance on
media we would literally dance on
media we would literally dance on someone else’s grave or memorial without
someone else’s grave or memorial without
someone else’s grave or memorial without even realizing now I didn’t want to tell
even realizing now I didn’t want to tell
even realizing now I didn’t want to tell people what to do I merely wanted to
people what to do I merely wanted to
people what to do I merely wanted to show them what it was that they were
show them what it was that they were
show them what it was that they were doing so I looked through thousands of
doing so I looked through thousands of
doing so I looked through thousands of selfies that people were uploading
selfies that people were uploading
selfies that people were uploading publicly to social media and I picked 12
publicly to social media and I picked 12
publicly to social media and I picked 12 of the most tasteless ones and then I
of the most tasteless ones and then I
of the most tasteless ones and then I combined them with actual footage of
combined them with actual footage of
combined them with actual footage of Nazi death camps and that was my
Nazi death camps and that was my
Nazi death camps and that was my mechanic I had to come up with a name so
mechanic I had to come up with a name so
mechanic I had to come up with a name so I took the word Yolo you only live once
I took the word Yolo you only live once
I took the word Yolo you only live once which stands for this new kind of
which stands for this new kind of
which stands for this new kind of ignorance you can see on social media
ignorance you can see on social media
ignorance you can see on social media and the word Holocaust which stands for
and the word Holocaust which stands for
and the word Holocaust which stands for dollar cost I called it Yolo cost then I
dollar cost I called it Yolo cost then I
dollar cost I called it Yolo cost then I bought the website and on this website I
bought the website and on this website I
bought the website and on this website I showcased the project but I also
showcased the project but I also
showcased the project but I also included a message to the people whose
included a message to the people whose
included a message to the people whose selfies are used if you want me to
selfies are used if you want me to
selfies are used if you want me to remove your selfie no problem just write
remove your selfie no problem just write
remove your selfie no problem just write an email to undo Shmi at yo loca study
I ended up reaching about a hundred
I ended up reaching about a hundred million people with this project and
million people with this project and
million people with this project and after less than a week all 12 people who
after less than a week all 12 people who
after less than a week all 12 people who selfies I used contacted me and asked me
selfies I used contacted me and asked me
selfies I used contacted me and asked me to remove them so after one week I was
to remove them so after one week I was
to remove them so after one week I was able to successfully and my project and
able to successfully and my project and
able to successfully and my project and I thought it was nice to have a project
I thought it was nice to have a project
I thought it was nice to have a project that actually ends in this very endless
that actually ends in this very endless
that actually ends in this very endless Internet another good way of coming up
Internet another good way of coming up
Internet another good way of coming up with ideas is having an opponent your
with ideas is having an opponent your
with ideas is having an opponent your opponent can be anything it could be a
opponent can be anything it could be a
opponent can be anything it could be a certain type of behavior it could be a
certain type of behavior it could be a
certain type of behavior it could be a company it could be a regime and in my
company it could be a regime and in my
company it could be a regime and in my next project I took up on a very big
next project I took up on a very big
next project I took up on a very big opponent Twitter so a few months back I
opponent Twitter so a few months back I
opponent Twitter so a few months back I got this really nasty tweet I mean I get
got this really nasty tweet I mean I get
got this really nasty tweet I mean I get lots of those but this one was extra
lots of those but this one was extra
lots of those but this one was extra juicy so I decided to report it I never
juicy so I decided to report it I never
juicy so I decided to report it I never reported anything before on Twitter but
reported anything before on Twitter but
reported anything before on Twitter but I was curious to see what would happen
I was curious to see what would happen
I was curious to see what would happen and about a week later Twitter replied
and about a week later Twitter replied
and about a week later Twitter replied they send me an email saying that they
they send me an email saying that they
they send me an email saying that they couldn’t find any violation of their
couldn’t find any violation of their
couldn’t find any violation of their guidelines
guidelines
guidelines in that tweet this is when I started to
in that tweet this is when I started to
in that tweet this is when I started to question Twitter’s approach towards hate
question Twitter’s approach towards hate
question Twitter’s approach towards hate speech and that was my insight so I
speech and that was my insight so I
speech and that was my insight so I conducted an experiment I reported over
conducted an experiment I reported over
conducted an experiment I reported over 300 racist homophobic anti-semitic in
300 racist homophobic anti-semitic in
300 racist homophobic anti-semitic in Islamophobic tweets we’re not talking
Islamophobic tweets we’re not talking
Islamophobic tweets we’re not talking about insults we’re talking about things
about insults we’re talking about things
about insults we’re talking about things that are mostly illegal in Germany after
that are mostly illegal in Germany after
that are mostly illegal in Germany after six months of reporting I think yet one
six months of reporting I think yet one
six months of reporting I think yet one single email saying a tweet was deleted
single email saying a tweet was deleted
single email saying a tweet was deleted and the vast majority of hate speech
and the vast majority of hate speech
and the vast majority of hate speech just stayed online so I figured if
just stayed online so I figured if
just stayed online so I figured if Twitter things I should see those tweets
Twitter things I should see those tweets
Twitter things I should see those tweets maybe they should see them as well so I
maybe they should see them as well so I
maybe they should see them as well so I showed them
showed them
showed them I picked 30 of the 300 tweets and I
I picked 30 of the 300 tweets and I
I picked 30 of the 300 tweets and I turned them into stencils then I drove
turned them into stencils then I drove
turned them into stencils then I drove to Hamburg and I sprayed them right in
to Hamburg and I sprayed them right in
to Hamburg and I sprayed them right in front of Twitter’s German headquarters
front of Twitter’s German headquarters
front of Twitter’s German headquarters [Applause]
Jesus you’re too generous this is me now
Jesus you’re too generous this is me now some of you might ask why the warning
some of you might ask why the warning
some of you might ask why the warning vest I noticed that if you wear one of
vest I noticed that if you wear one of
vest I noticed that if you wear one of these you can get away with anything
these you can get away with anything
these you can get away with anything people think you work for the city and
people think you work for the city and
people think you work for the city and they will let you do anything you want
they will let you do anything you want
they will let you do anything you want but relax it’s not it’s not it’s not
but relax it’s not it’s not it’s not
but relax it’s not it’s not it’s not actual spray this is chalk spray so it
actual spray this is chalk spray so it
actual spray this is chalk spray so it goes away very easily with water it was
goes away very easily with water it was
goes away very easily with water it was gone after a day Twitter obviously has
gone after a day Twitter obviously has
gone after a day Twitter obviously has not responded to my project but they did
not responded to my project but they did
not responded to my project but they did inspire others to take action two weeks
inspire others to take action two weeks
inspire others to take action two weeks later someone use projections to protest
later someone use projections to protest
later someone use projections to protest against Twitter Twitter’s policies at
against Twitter Twitter’s policies at
against Twitter Twitter’s policies at their headquarters in San Francisco and
their headquarters in San Francisco and
their headquarters in San Francisco and about a month later the entrance to
about a month later the entrance to
about a month later the entrance to Twitter’s office in Tokyo was full of
Twitter’s office in Tokyo was full of
Twitter’s office in Tokyo was full of hateful tweets but sometimes it’s not
hateful tweets but sometimes it’s not
hateful tweets but sometimes it’s not even about the amount of time or effort
even about the amount of time or effort
even about the amount of time or effort you put in because even the smallest
you put in because even the smallest
you put in because even the smallest ideas can have lots of impact I’ll give
ideas can have lots of impact I’ll give
ideas can have lots of impact I’ll give you an example few months ago Donald
you an example few months ago Donald
you an example few months ago Donald Donald Trump my favorite president went
Donald Trump my favorite president went
Donald Trump my favorite president went on the first overseas trip of his
on the first overseas trip of his
on the first overseas trip of his presidency and he kept uploading
presidency and he kept uploading
presidency and he kept uploading pictures of all of his adventures to
pictures of all of his adventures to
pictures of all of his adventures to social media which made the internet a
social media which made the internet a
social media which made the internet a very fun place at that time we had lots
very fun place at that time we had lots
very fun place at that time we had lots of fun it was it was humanness ok it was
of fun it was it was humanness ok it was
of fun it was it was humanness ok it was great
great
great he made the Internet great again yeah we
he made the Internet great again yeah we
he made the Internet great again yeah we had lots of fun
so edits stopped in Saudi Arabia he
so edits stopped in Saudi Arabia he uploaded this picture now this picture
uploaded this picture now this picture
uploaded this picture now this picture was already amazing the way it was don’t
was already amazing the way it was don’t
was already amazing the way it was don’t get me wrong I did feel like there was
get me wrong I did feel like there was
get me wrong I did feel like there was something missing though so I fixed it I
uploaded this image to Twitter and with
uploaded this image to Twitter and with only five minutes of work I was able to
only five minutes of work I was able to
only five minutes of work I was able to reach almost 22 million people and even
reach almost 22 million people and even
reach almost 22 million people and even this work is based on an insight I wrote
this work is based on an insight I wrote
this work is based on an insight I wrote it right above the image you can add a
it right above the image you can add a
it right above the image you can add a fictional villain to this image and it’s
fictional villain to this image and it’s
fictional villain to this image and it’s not even weird look I hope what I’m
not even weird look I hope what I’m
not even weird look I hope what I’m saying is helping you realize the
saying is helping you realize the
saying is helping you realize the amazing potential of the times we live
amazing potential of the times we live
amazing potential of the times we live in going viral is more than just a
in going viral is more than just a
in going viral is more than just a marketing trick or a manual for cat
marketing trick or a manual for cat
marketing trick or a manual for cat content this is about making your voice
content this is about making your voice
content this is about making your voice heard if you have something to say
heard if you have something to say
heard if you have something to say now’s your chance there has never been a
now’s your chance there has never been a
now’s your chance there has never been a better time and it doesn’t matter if
better time and it doesn’t matter if
better time and it doesn’t matter if you’re going up against a multi-billion
you’re going up against a multi-billion
you’re going up against a multi-billion dollar company or you just want to make
dollar company or you just want to make
dollar company or you just want to make people laugh because you no longer have
people laugh because you no longer have
people laugh because you no longer have to stand and watch from the sidelines
to stand and watch from the sidelines
to stand and watch from the sidelines you can now if you have the right idea
you can now if you have the right idea
you can now if you have the right idea you can use the internet to reach the
you can use the internet to reach the
you can use the internet to reach the whole world from your home in your
whole world from your home in your
whole world from your home in your underwear theoretically thank you
”
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