Title	CUBE COMPOSE
Product/Service	CREATING COMMERCIALS IN THE CLOUD
Category	A01. Innovation
Entrant Company	THE AMBASSADORS LAB Amsterdam, THE NETHERLANDS
Advertising Agency	THE AMBASSADORS LAB Amsterdam, THE NETHERLANDS

Name	Company	Position
Diederik Veelo	The Ambassadors LAB	Founder
Coen Spoor	The Ambassadors LAB	Developer
Rio Kierkels	The Ambassadors LAB	Developer
Benjamin Bourgonje	The Ambassadors LAB	Business Developer

The Brief

What if brands could create new TV commercials in the cloud and send them to the broadcasters just a few hours before they should air, all from within a web browser? What if they could adjust pricing, or swap an entire product, or just be relevant to the current events and still be more cost efficient? Well, this is possible today with Cube Compose. Cube Compose is a revolutionary way of creating professional content on the fly. Just recently TBWA\NEBOKO launched its Mix and Match campaign with online fashion retailer Wehkamp and uses Cube Compose to create an ongoing series of tag-on TV commercials. They can adjust their pricing, product or message in an easy and efficient way and be agile enough to stay on top of the current events. Cube was originally created for our own need to improve the workflow between brands, agencies and (post)production houses such as ourselves. Now it seems that we are chancing the way commercials are created and delivered. For brands and agencies this means more flexibility, more creativity and most important of all: being ahead of the competition. Cube has been privately funded and publicly released in February 2014.

With Cube we have rolled out a brand new professional mediaplatform, build for brands and agencies. It contains a flexible and powerful meta-data engine for credits, contracts and critical information, with alerts and reminders and has a collaborative environment for projects and the library. Cube is capable of transcoding virtually any media file to a wide variety of professional formats on the fly, and deliver them instantly via email, weblink or ftp. It easily converts uncompressed HD 4:4:4 DPX sequences to broadcast compliant MXF masters and is build as an expandable platform with a powerful plug-in architecture. The real innovation in Cube however is Cube Compose which is able to automate the creation of content. Not only can we store, transcode and deliver, but we can generate a new commercial on the fly, based on predefined templates and any additional ingredients a user might add. Cube works with a subscription that covers all your costs, no matter how often you decide to create new content. Online fashion retailer Wehkamp in collaboration with TBWA\NEBOKO is one of the first to run their ’Mix and Match’ campaign via Cube Compose and successfully rolls out commercial after commercial all by them selves. A template for the specific campaign is created and uploaded into Cube together with a matching export plugin. The template incorporates all the embedded media and logic to process the user input and render the new media file in just under 8 minutes. This means that Wehkamp could simply drag and drop their new assets into Cube and directly use them in the new tag-on. The plugin allows the user to provide any kind of media file, text, url, social media or RSS feed.

With the launch of Cube in February 2014 we started to change the way that broadcasters, brands, agencies and production houses will work together. Brands and agencies are continuously searching for ways to keep their messages relevant. Traditional advertising has been incapable of creating media with this kind of immediacy, but the campaign that online fashion retailer Wehkamp did is a perfect example of how to accomplish just this. But sending newly created content directly to broadcasters is just the tip of the iceberg. Cube enables you to create and deliver your pre-rolls and YouTube commercials to online channels as well. So imagine that you can manage, store, create and deliver all your commercials with just one platform: Cube. And it runs on your laptop, smartphone and tablet as well. All the top agencies in Amsterdam are using Cube to store and sent their media. Articles written on Emerce and Marketing Tribune, contributed to the buzz created around Cube. Cube has the potential to greatly influence the content creation process for the industry.