Strategy worked with TEDxChristchurch to develop the theme “Unplug. Reconnect” for the 2017 event. The idea was simple: when we cut out all the noise of the digital world we live in, we get closer to the true essence of what TED is all about — ideas worth spreading from people to people.
To represent the theme, Strategy drew inspiration from the unplugged music scene to create a newspaper programme which worked more like a series of lo-fi band posters rather than a traditional glossy publication. Each poster contained a bold phrase relating to the event, and these were cleverly crafted to be mashed together across the centrefold. As a result, TED’s tagline of “ideas worth spreading” became “ideas worth stealing” in the programme’s folded form, and “we are a tribe” became “we are a cult.”