Sabir Samtani: CSIRO: CSIRO launches INFINITY - it’s biggest ever public engagement campaign, via REBORN.

CSIRO, Australia’s national science agency, has been behind some of the world’s greatest inventions, including Wi-Fi, Aeroguard, plastic bank notes, fabric softener and the world’s first flu treatment. The organisation has helped shape the future by using science to solve real issues.
While CSIRO is one of Australia’s most trusted organisations, awareness of its scientific innovations and breakthroughs has been declining in recent years. To address this, CSIRO was keen to engage with the general public on a topic they could easily relate to, and one which the science agency has some serious credentials - energy.

With the above in mind, REBORN was tasked with working with CSIRO on its biggest ever public engagement campaign.

Introducing the CSIRO Infinity Swing, an eight-seat swing installation that uses movement converted into sustainable energy to create a stunning light and sound experience.

REBORN worked with CSIRO to determine the feasibility of the idea before developing the full user experience from concept through to the development of the swing, supported by a launch communications and media campaign.

The agency’s Creative Technology team worked closely with CSIRO scientists to develop kinetic energy generators and partnered with Chunk! Design on the fabrication of the swing.

“This project has been eight months in the making and it’s been a true client partnership between CSIRO and ourselves. What started as brand awareness brief has turned into one of our biggest and best projects to date. Working with an organisation like CSIRO and the talented people that work there has been a real privilege for the agency and to see the final installation come together has been hugely rewarding.” said Sabir Samtani, REBORN’s Founding Partner.

“Delivering campaigns on this scale is something we’ve been moving towards since we restructured our communication function about 18 months ago,” said CSIRO’s General Manager of Communication Oona Nielssen.

“Working with REBORN to bring the Infinity campaign to life has been a great experience for us. Right from the start, they ‘got’ CSIRO, understood our brand and what we were trying to achieve.”

From a technical perspective, the task was to create a branded interactive installation equipped with an energy harvesting alternator able to capture the user kinetic energy while riding a public swingset.

To break down the application further, the energy generated through the movement of the swing is used to create interactive visual and audio feedback in real-time.

The design of the visual feedback is then delivered through addressable RGB LEDs, while the audio feedback is delivered through a personal headphone that accompanies the swing, both of which illustrate the level of energy generated by the system in real-time.

Enrico Penzo, REBORN’s Creative Technologist said, “The lighting setup needed to be carefully studied to reduce power consumption to the minimum but still create a meaningful and engaging experience, while the electrical design needed to seamlessly interface with a custom designed generator developed by CSIRO in collaboration with REBORN, Chunk! Design and Electroniq Systems.”

“Everyone at CSIRO is delighted and extremely excited to see the Infinity Swing come to life. I feel like a kid on Christmas Eve. More importantly, this campaign will give us the platform to cut through the noise and engage with a sometimes disengaged Australian public on issues relating to science and energy,” said Oona Nielssen.
The CSIRO Infinity Swing will feature at Customs House from Wednesday 4th – Sunday 8th November, and at Federation Square, Melbourne from Monday 16th – Saturday 21st November.

Agency Credits:
REBORN
Creative Technologist: Enrico Penzo
Senior Account Director: Shailei Forrester
Executive Producer: Shelly Vrabel
Senior Producer: Carrie Boshoff
Content Lead: Ben Harrison
Motion Designer and Photographer: Jony Conde
Technical Support – David Londono
Lead Designer: Alex Dale
Social Strategist: Davitha Rinner
Media Planner: Pia Ginn

Chunk! Design
Hugh Worthington – Industrial Designer

Electroniq Systems
James Assadi