Kleon Judges #Instabros – The Butler Bros | The Butler Bros

Kleon Judges #Instabros

Tuesday, December 20th, 2011

From our December #Instabros judge Austin Kleon:

How do you judge a contest? You must have criteria, or a criterion. I figured judging a competition for my friends The Butler Bros would be simple: I’d pick the Instagram photos that suggested stories that looked the least like fiction. Photos that were honest, truthful, authentic. Using that criterion, I immediately became skeptical of photos that looked too good. Photos that looked like they were taken by expensive DSLRs and later posted from the phone were out. No easy matter, indeed. In the end, I went with another (way less ambitious) criterion:
I picked the photos I liked.

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@mdenton3016

If all photos are posed, this was
the least-posed in the November #instabros batch: a mosh pit at Fun
Fun Fun Fest. It’s rare to find Instagram shots with so much energy—for one thing, something has to be happening, and a lot of times when we Instagram, nothing
is really happening: think of all the lattes and sleeping dogs in your feed…

 

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@toppbrocales

Captioned “lonely guy.” What’s his story? Who took the photo? (You never know, the photographer could’ve been dining *with* him, instead of behind him. Wouldn’t that be interesting…) Would I feel the same way about the photo without the caption? Once I read the caption, it’s impossible to know.

 

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@Vanchocstraw

@Vanchocstraw’s bio is accurate:
“a lot of walking the dogs in Austin, Texas,” but I just couldn’t get away from this photo of the Top Notch sign against an Austin sunset. Does it suggest a story? No. Sometimes a photo just looks pretty… and that’s enough.

 

 

 

 

Congratulations to this month’s winners. Each receives a Butler Bros t-shirt. Keep tagging #Instabros on your Instagrams to enter.

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Southwest Airlines Brand Film Extensions

You may remember the post from the 40th anniversary brand film piece we created for Southwest Airlines. The following edits flow from that shoot. We leveraged the content to create a :30 TV spot and a web film that drives a Facebook contest.

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The Facebook contest film is after the jump. (more…)

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Roly Rolon, Mitchum’s Hardest Working.

Saturday, October 2nd, 2010

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You may remember seeing the Mitchum commercials imploring users to generate content. I will paraphrase: “Hark, doth ye knoweth the hardest working person in these United States?! Well then ye shall maketh us a film of 120 seconds and thou should upload it for the greedy eyes of our Hollywood jury. Ye shall pimp our deodorant with your authenticness for the chance to win 100K stone and have a fim made about ye hard working ways by the Maysles.” And so the “Mitchum hardest working ______ in America” campaign began.

Marty said, Roly could win this Mitchum thing. I said, we could run a little social campaign too. Let’s fire up the production machine. So we did. Made an entry film for Roly with the assistance of omni-production man Travis Wurges. Next thing you know Roly is in the top ten. We sized up the finalists. Three people caught our eyes as the real contenders: a preacher who ran a camp for at risk youth, a self financed first responder to natural disasters, and a river cleaner named Chad Pregracke who had Mike Rowe behind him. The Chad + Mike thing reeked of presdestiny but we were game anyway.

Roly needed a cause to compete with these guys. We spoke to him about giving 15K in winnings to LIVESTRONG. He agreed. So did Travis. We made another film to drive the promotion of this intent to give. We went crazy in social media, building a Roly fan base. We built the voteroly.com brand on Facebook andTwitter. With help from Eric Webber we got quite a bit of earned media along the way; Nik Ciccone on My Fox Austin, Jim Swift on KXAN Austin, Bettie Cross on KEYE.

He may not have won, but Roly Rolon still works hard. If you need any of the services described in his film give us a call and we’ll connect you with him. As for Mitchum, all the hard workers seemed to have worked just as hard for them. Biggest insight gained – love thy crowd. Mitchun showed little or NO love to the users that generated their content, the crowd they sourced to care, and that was an easy failure to avoid.

See the extra film we made for Roly after the jump. (more…)

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Roly Rolon: Portrait of a Salvage Artist

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Larry ‘Roly’ Rolon lives and works in Austin, Texas. He’s been our friend for years. This short films captures his weekly routine – and delivers an inspiring message about his life philosophy.

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Roly Rolon. Hard at work.

Tuesday, July 13th, 2010

When we saw Mitchum’s well crafted invitation to put forth The Hardest Working Person in America, we immediately thought of our close friend Roly Rolon. He’s worked for us in so many capacities over the years. He screen printed our very first run of Butler Bros t-shirts. He appeared in this piece we created with Shiny Object and Randal Ford. He recently landscaped my backyard. My house is filled with his art and reclaimed furniture.

Roly lives in another dimension. His days are filled with adventures onto movie sets and into the underworld trash dumps. Beyond all the hard work though is a philosophy about life. He is interested in the possibility of every day. He finds beauty in things people throw away. And he writes phone numbers down on his jeans. We created a book filled w/ photographs of his salvage art pieces. There are a few shots above.

Our partner in making this film, Travis Wurges, is new to Austin. He quickly jumped on board to operate camera and edit this piece. Nice work Travis.

Watch his film here.

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