OUTRAGEOUS AND CONTAGIOUS

ICA LAUNCHES WORLD’S FIRST VIRAL EMAIL EXHIBITION.

From cyber-celebrities to bizarre news, from incredible spoofs to hilarious bloopers - viral emails (‘virals’) [infectious online entertainment that spreads quickly around the globe - not to be confused with computer viruses!] are a cultural and social phenomenon. You view it, you react (usually with laughter, shock or disbelief), you email it and it travels around the world. To celebrate this phenomenon the ICA, in association with Channel 4’s IDEASFACTORY, viral site Bore Me, digital agency Ralph and viral promoter Hot Cherry, launches ‘Outrageous and Contagious’ - the world’s first exhibition dedicated to viral emails, - from 1st - 8th May 2006. Please note the gallery will be closed on Tuesday 2nd May. The cost for the exhibition is: ICA Members: free, Non Members: £1.50 weekdays, £2.50 weekends, Concessions: £1.00 weekdays, £1.50 weekends.

The ICA will take visitors on a journey through the world’s inboxes to see how virals have transformed into a global phenomenon, infiltrating all aspects of society and culture - from the way in which we document our lives and the subjects people discuss, to the way we are advertised and marketed to.

Visitors will learn more about the people behind some of the most popular virals around and see the funniest, weirdest and most outrageous virals from around the world. A ’Classics’ showcase will collect together the ultimate virals of all time.

As part of the show, on Friday 5th May 2006 from 9am-12:30pm, the ICA will stage a summit on Virals which will bring together under one roof some of the top viral creatives to discuss the viral phenomenon and its future. Participants will be able to put forward their questions and exchange ideas, knowledge, experience and views. The cost for the Viral summit is £8, £6 members, £4 students, £3 Screening room (non-participatory) and networking.

The exhibition will also act as a launch pad for the second annual viral ‘Oscars’ called Germ. This year Germ runs from 4th July – 30th November, and is open to UK residents and UK digital creative agencies. The categories in this year’s Germ are:

1. Best video viral

2. Best still image viral

3. Best interactive viral

4. Best commercially produced viral

Entries can be submitted online at the Germ site: www.channel4.com/germ from July 4th 2006. The judging panel, made up of experts from the online, digital creative and broadcast industries, will then produce a shortlist of finalists for each category. The viewing public will view the finalists’ work and vote for their favourite. Who are the viral stars of tomorrow? You decide!

Adam Gee, Commissioning Editor – Interactive at Channel 4, responsible for IDEASFACTORY, said:

“Virals are the best expression of the democratisation of creativity. Outrageous and Contagious is an inspiration for anyone with the urge to pick up the digital tools around them, like a mobile video phone, and create an entertaining or resonant viral that spreads around the world.

Channel 4’s IDEASFACTORY is committed to identifying and nurturing hot new talent in the creative industries and showcasing some of the best ideas around. The entertainment value, impact and reach of viral emails is phenomenal, a great creative idea will go global in next to no time, but if it’s a bad idea the viral will stop dead in its tracks.

We had some superbly creative, high quality virals submitted in the last Germ. We hope this year’s contest will once again bring out the creative side in everyone and entice them to seize the opportunity to have their digital creativity seen by millions around the world.”

For more details please visit ICA’s website at www.ica.org.uk

ICA location, opening times and how to get there:

Outrageous and Contagious can be seen at the ICA from 1st – 8th May 2006

Address: Institute of Contemporary Arts, The Mall, London, SW1Y 5AH.

The ICA is open seven days a week: Monday: midday - 10.30pm
Tuesday - Saturday: midday - 1.00am
Sunday: midday - 11pm

By Tube: Charing Cross, Piccadilly Circus

By Bus: Routes 3, 6, 9, 11, 12, 13, 14, 15, 19, 22, 23, 24, 29, 38, 77a, 88, 91, 139, 176

Entry to the ICA/Digital Studio is:

ICA Members: free

Non Members: £1.50 weekdays, £2.50 weekends.

Concessions: £1.00 weekdays, £1.50 weekends.

ICA: www.ica.org.uk    

Germ: www.channel4.com/germ 

IDEASFACTORY: www.channel4.com/ideasfactory

Bore Me: www.boreme.com

Ralph: www.ralphandco.com

Hot Cherry: www.hotcherry.co.uk