Written by Richard Buchanan – SxSWK despatch:

"Gamification is the use of game play mechanics for non-game applications,  in order to encourage people to adopt the applications. It also strives to encourage users to engage in desired behaviors in connection with the applications. Gamification works by making technology more engaging, and by encouraging desired behaviors, taking advantage of humans"

So how is gamification going to save the world? Well, SXSWi provided a broad set of opinions. Some were evangelical others stated that gamification was an over used term. I was able to attend some of the sxswi sessions upon this new way of engaging and challenging behaviour patterns and it seems that there is truth in both arguments…

To read further please visit platform.wk.com

Wieden + Kennedy London scooped five 'Gold' awards at the British Arrows (BTAAs) last night. 

The agency won two Golds for Lurpak 'Kitchen Odyssey' in the Dairy and 60″ cinema categories.  Gold in the Telecommunication Products category for Nokia 'The World's Smallest Stop-Motion Character Animation'.  And two Golds for Nike 'Write The Future' for 'Best Over 90″ Cinema Commercial' and 'Best over 90″ TV Commercial'.

The full list of winners see BTAA.

The British Arrows began in 1976 to recognise and reward the best television and cinema commercials made by British advertising agencies and production companies.

Company Directors include W+K London's Executive Creative Director Tony Davidson.