But what does that mean? It means a variety of things. To explore new ideas. To have a conversation. To connect. To do the unexpected. We could go on, but we’ll stop while we’re ahead.

Sometimes we stumble upon something that makes us grin ear to ear. Maybe because it’s novel, or because it does something new, or because it’s a brilliant idea that we wished we’d thought of ourselves. Most of the time though, it catches our attention because it fully embodies the spirit of creative communications and marketing.

Last week, on April 24th, Kraft Macaroni and Cheese posted this cryptic message on their Facebook wall asking Kraft fans to “like” their post. But here’s the catch: by “liking” it, people were automatically agreeing to let Kraft use their name for an undisclosed purpose. People probably decided to click “like” because they were curious and wanted to see what would happen. Sometimes going with your gut can be a good thing.

Why? It was Kraft’s 75th birthday. To celebrate they decided to make a video titled Likeapella. A special thanks to our Facebook Fans. Which Facebook fans might you ask? The ones that “liked” their mysterious post.

The video features the YellowJackets a capella group lyrically listing the names of everybody that “liked” Kraft’s post and by extension, their Mac and Cheese. Although the video is a bit cheesy, it’s oddly captivating — we’d even go so far as to call it entertaining!

Moments like these truly shine in our world of creative marketing. Getting people to “like” a post for the sake “adventure” is an intriguing and “Krafty” way to market a brand. More importantly, this stunt highlights the importance of inventive interaction. It gets people talking, involved, and excited. And no matter who you are or what you do, active communication is always key!

The vending machine that appeared overnight didn’t read Coca-cola. Rather, in Coke’s classic white on red lettering, were the words “Hug Me”. Hugging a soda machine might feel a little strange, humorous, or even embarrassing, but that little sign of appreciation was met with a response; each and every person who hugged it received a free cola.

This strikes us as downright genius and in a way, one of the best endorsements that a company could receive: citizens acting as spokespeople by physically manifesting their “love” your product.

On the topic of plastic, an unparalleled embodiment of unbridled fun, joy, and creativity is the LEGO. A toy often found scattered about playroom floors as if bowled over by a category five hurricane. Embodying all that entropy has to offer, it can just as easily lend itself to the order that only play can bring. Moving from a state of haphazard randomness to organized reality, the LEGO exudes our inner muse in splashes of color, shape, and size.

As of yesterday, we learned that LEGO has broadened their capacity to capture our collective spirit of adventurous creation. Partnering with Japanese toy company MUJI, you can now buy Playing with LEGO Bricks and Paper kits, LEGOs paired with specialized cutting papers. Culminating in an origami-like-elegance, these “sets” are accompanied by a special hole-punch, which can turn any piece of paper into a LEGO-compatible piece of art.

That a toy of already limitless combinations should branch out once again, our resolve to bring inspiration to fruition is only strengthened.

Adam C. Wagner, often referred to as A. C. Wagner, was the architect and designer of more than 50 American breweries during his lifetime. Most significantly for the Rochester community, in 1890 he designed this impressive brewhouse for the Standard Brewing Company. Eventually the building would be named after one of only five Rochester breweries to survive Prohibition—the now defunct Cataract Brewing Company., At the time of this writing only two other A.C. Wagner brewhouses are still standing—Weisbrod & Hess Brewery in Philadelphia and Steigmaier Brewery in Wilkes-Barre, PA. The Cataract Brewhouse represents one of the last remaining pre-prohibition era brewing facilities in Rochester. Its future is now question as the current property owner plans to demolish it for additional parking.

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David Hoyt, a prominent Rochester bookseller and stationer, had this Greek Revival style house built in 1840 for his wife and eight children. Hoyt became one of the organizers and largest stockholder of what would become Western Union Telegraph Company and sold his house to successful businessman Henry S. Potter.

In 1969 Jack Lubelle became sole owner of the Hoyt-Potter House, then a boarding house. Already in bad shape by 1972, the owner began a twenty-year process of suing the city for permission to demolish the building. In 1989 a judge denied the final demolition request and the City of Rochester won an appeal to take title (the owner received fair market value payment).

A request for proposals followed and was answered by Hoyt-Potter Associates with a plan to rehabilitate the house. Today it is the home of the Landmark Society  and the Wenrich Memorial Library , one of the region’s finest collections of materials on architecture, decorative arts, horticulture, local history and landmarks. The Corn Hill Neighbors Association  is also located here.

After providing rail passenger service until the 1950’s when the lines were abandoned, the building served a short time as a bus depot and then stood vacant for more than three decades. When Max Farash, a Rochester developer, bought the building from the City for $1 in 1982, it had seen better days. The interior was badly damaged by vandals. Graffiti covered the walls, all of the windows were broken, and part of the roof had collapsed. Holes in the floorboards—some as large as three square feet—exposed the building to the Genesee River rushing below.

After a nearly two-year restoration Mr. Farash said of the project, “it was an irresistible challenge…a labor of love.” After a short time as a nightclub, appropriately named “Carpe Diem”, the Dinosaur Bar-B-Que moved in. According to owner John Stage, the Dinosaur now serves over half a million pappy-slappin’ customers each year at this location.

By the time Costanza Enterprises  remade this burnt-out structure into Station 55  in 2008/2009, it had already lived many lives. Best known as the home and headquarters of Noah’s Ark Warehouse and later a factory for assembling office furniture and equipment, the building had stood vacant since 2001. $3.5 Million in private investment turned this hopeless eyesore near the Public Market into very popular Soho-style loft apartments and 14,000 sq. ft. of buzzing market space.

Right?

But if we demolished every eyesore in Rochester, would we have solved all the City’s problems? Or might we end up tossing the proverbial “baby” out with the bath water? For the next two weeks we’ll take a look at some local eyesores …or rather, opportunities, nearly lost.

Flatiron Building
696 University Avenue

When Paul Kramer saved the Flatiron building  from demolition in 1981 pigeons & bats were living in the top three floors. It now has 18 loft apartments and 7 businesses, including Starry Nites Cafe and Edibles Restaurant. The Neighborhood of the Arts (NOFA) is today one of the most desirable neighborhoods in Rochester, when just fifteen years ago it was one of the most troubled. Despite its stunning success, the neighborhood remains remarkably affordable and diverse. This building is now widely considered to be the anchor of the neighborhood.

How You Can Help…

Speak out against the demolition of 13 Cataract Street. Send an email to the Brewery and City Hall  and show your support for a larger vision—Rochester’s Brewery Square.

And attend the public hearing  on April 4 at 8pm and sign up to speak in favor of preserving 13 Cataract for future development and reuse.