Just another ‘yello brick’ in the Wall: A Meditation on the Future of Creativity

The wild west of contemporary creative marketing has enabled the innovation and collapse of several companies, and nobody has made light of this more than the team at yello brick. Their ethos provides a service to companies and brands who want to reimburse their image, with either digital or physical campaigns.

Established in June 2012, the secret to their success is through the elucidation of campaigns through narrative. There are countless examples, but one worth focusing on is their work on the multi-platform game Reverie. It focuses on the blending of different layers of narrative mediums, such as game, theatre and technology. In fact, Reverie was so successful that it netted yello brick a commendation during the BAFTA Cymru Game Awards for Technical Achievement.

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A brief summary graph of the elements that make up Reverie. Image Source: yello brick

According to Alison John, producer at yello brick, over 250+ street players were involved and 4000 people were engaged online. It involved a mixture of advanced mobile phone interaction and ‘RFID’ technologies over 12 sparse locations in Cardiff Bay. It also utilised social media sites such as Twitter and emails sent by the ‘main character’ to participants She notes that two of the key aspects to the success of Reverie was:

“Our approach is centred around the audience. People want to create connections with what they see, buy and use.”


“Unlike traditional theatre where audiences are passive, Reverie encouraged its audience to be active throughout the production.”


The teaser trailer of the event also had its own website, which can be viewed below:



According to the official yello brick website, this level of interactivity and the combination of the digital and physical realms meant that the show itself sold three times as much as previous shows! In this humble blogger’s opinion, this trend of creative marketing is indicative of the future of the industry itself.

In the current economic climate of Brexit, we’ve got to rely on the industries that are currently pulling in the big bucks. Just last month, the BBC published an article on how trade bodies believe that the creative industry is the key to economic success. The Creative Industries Federation themselves stressed the economic benefit, that currently the industry supports 2.9m jobs which is a huge rise of 5.1% between 2014 and 2015!

An info-graphic depicting the statistics of the UK Creative Industry in 2016. Image Source: thecreativeindustries.co.uk

The federation’s chief executive, John Kampfner, exclaimed that the government will soon need to realise that the creative industry:


“”will be as important to future economic success as traditional industries, such as cars or oil and gas”.


In the case of Reverie this may seem like a mere pipe dream. But alas, my dear reader, even now similar real-life multi-platform adventure games are seeing there slow and steady rise to the top of the creative industry! Take for example the extremely popular Escape Rooms, which currently has branches all over Britain and has several different themes and puzzles to complete!


I think we’ve got to admit something folks. Companies like yello brick and Escape Rooms are the future of the creative industries. In my opinion, it feels like the resurgence of the table-top, a rejection of the over digitisation of communication and entertainment without necessarily removing it altogether. I think we can look forward to seeing more adventurous titles like Reverie in the future! (Still waiting on The Crystal Maze though…)


You can visit the official Reverie website here: reveriethegame.co.uk


Or you can visit the official yello brick website here: http://yellobrick.co.uk

Daring adventurers on the hunt, following instructions of Reverie’s main character. Image Source: yello brick

Featured Image Source: yello brick