The document covers various innovations and trends in technology and culture between April 23 and April 30, 2012. Highlights include the introduction of Moleskine's shooting message system, Pepsi's pulse digital dashboard, and Bonobos' jeans made from recycled beer bottles. Additionally, it discusses the rise of freelancers in advertising, as well as creative eco-friendly products like a safety helmet disguised as a shopping bag.

1. Creativity + Bravery
CHEAT SHEET
23 APRIL - 30 APRIL 2012

2. INNOVATION & TRENDS
How Mobile Technologies are Shaping a New Generation:
Fifteen years ago, most home computers weren’t even linked to the In-
ternet. Today, our computers are both linked and, in many cases, mo-
bile. And as the smartphone market continues to explode, more parents
are passing their phones to their offspring as tools to educate or gad-
gets to pacify. HBR
4-18-12
New Moleskine Notebook Lets You “Shoot” Messages Across Room:
To celebrate the 20th anniversary of the text message, Moleskine has
created its own SMS called The Moleskine Shooting Message System.
Designed by Italian Pietro Corraini, the set features a classic Moleskine
notebook with a graduated cover that shows how far you can shoot a
message using the notebook band as a makeshift slingshot. DesignTaxi
4-19-12
Pepsi Unwraps ‘Pulse’ Digital Dashboard for Pop Culture:
Pepsi Pulse, a social media-driven interactive dashboard for everything
pop culture, went live Monday morning in preparation for PepsiCo’s
new celebrity-infused “Live for Now” global ad campaign, premiering
May 7 . Mashable
4-30-12

3. TECHNOLOGY
What Your Klout Score Really Means:
Klout, a three-year-old startup based in San Francisco, is on a mis-
sion to rank the influence of every person online. Its algorithms comb
through social media data: If you have a public account with Twitter,
you have a Klout score - whether you know it or not (unless you actively
opt out on Klout’s website). Wired
4-24-12
The New Pay Phone and What It Knows About You:
For consumers who wish to ditch their wallets, paying through a mobile
phone can be awfully convenient. Those same consumers can also, of-
ten unwittingly, give up valuable information about themselves to mer-
chants that want to sell them things. NYTimes
4-30-12
Google Drive Comes to Chrome OS:
Chromebook previously suffered from storage systems that were small
and isolated from the cloud. But now the browser-based operating sys-
tem is integrated with Google’s online file sync service. CNET
4-27-12

4. CULTURE
Alberto Seveso Underwater Ink Photographs:
Italian artist Alberto Seveso’s latest series of underwater ink photo-
graphs is entitled A Due Colori and they are simply breathtaking. The
images are made by taking high-speed photographs of two colors of
ink mixing with water. The results are beautiful and serene studies of
color and depth. DesignMilk
4-27-12
Jay Z Launches A Facebook Game:
In his ongoing quest to conquer every platform he sets his sights on,
Jay-Z has announced his plans for a Facebook game titled Empire. Ac-
cording to the synopsis of the beta game, “Empire takes you on a jour-
ney from the streets of Marcy Housing in Brooklyn to the hotspots of the
rich and famous.” HypeBeast
4-27-12
Just In Case: An Apocalypse Survival Kit:
Created by MENOSUNOCEROUNO, an advertising, branding, and
digital agency based in Mexico, Just In Case is an end-of-the-world sur-
vival kit that contains necessities needed to make us feel better just in
case the world ends. LostAtEMinor
4-24-12

5. AGENCY NEWS
LG Mobile Preps PR Shift to Porter Novelli:
Omnicom’s Porter Novelli is expected to be awarded global PR duties
for LG’s Mobile unit, Ad Age has learned. Burson-Marsteller won the
LG Mobile business only a year ago. The shop remains on the roster,
though; earlier this year, Burson snagged the LG D isplay account from
WPP sibling Hill & Knowlton. Ad Age
4-27-12
Mother Tapped to Handle Rebrand for Cablevision’s Optimum:
Independent shop Mother, New York, has been hired by Cablevision
to relaunch the company’s Optimum brand after a review, Ad Age has
learned. Mother will be responsible for a brand campaign that will try
to improve the image for Optimum’s internet, digital-phone and TV ser-
vices. AdAge
4-25-12
Freelancers’ Stock Rises on Madison Avenue:
Forget Wall Street, there’s another occupation under way: freelancers
on Madison Avenue. Though freelancers have long been a part of the
agency workforce, their numbers are swelling as shops look to staff up
or scale down based on the size of the new-business pipeline. AdAge
4-30-12

6. SUSTAINABILITY
Bonobos Recycled Beer Bottle Jeans:
Bonobos jeans brand just produced the manliest jeans ever. No, they
don’t come prestained with motor oil and grill grease, but they do hap-
pen to be partially crafted from recycled beer bottles. Unlike Scotch
taping some empties together, the Bottle Rockets from Bonobos actually
look like a socially acceptable pant option. CoolMaterial
4-26-12
Cities’ Tamagotchi Trees Would Game The Urban Environment:
The idea behind the Realitree by Daniel Stark of Stark Design is that
people in places like Times Square and Trafalgar Square could find a
huge projected tree, the health of which would be dependent on local
factors such as pollution and targeted green efforts. PSFK
4-28-12
Japanese Eco-Friendly Shopping Bag Doubles as Safety Helmet:
Japan-based Storia has introduced its Grappa foldable shopping bag,
which also doubles as a safety helmet in the case of a disaster. The de-
vice is made of mesh fabric sides, much like a standard reusable shop-
ping bag, but the bottom consists of hard plastic and expanded poly-
styrene (EPS), which is often found in safety helmets to absorb impact.
SpringWise
4-25-12