Things we like: Aegis' tank, press collaboration and OMD's trip to the future

Things we like this week include a decommissioned UN vehicle, Newsworks creating the UK's 'Super Bowl moment' and the second wave of OMD's predictions for the future.

Things we like: Aegis' tank, press collaboration and OMD's trip to the future

Aegis is all guns blazing

Aegis Media’s experiential shop psLive brought out the big guns this week to highlight its out-of-home activity – literally. The agency has been using the Think Tank – a decommissioned United Nations peacekeeping vehicle – to take its message to media agencies. The vehicle comes with on-board Wi-Fi and presentation facilities, and has the capacity to seat up to ten decision-makers. As part of Posterscope’s #inspiringOOH initiative, it will visit Havas Media, Carat and Vizeum.

National press to create a ‘Super Bowl moment’

UK national newspapers are set to unite for a "day of influence", offering agencies an audience of 20 million in one hit. In an unprecedented move, six leading newspaper groups are combining forces to create a package across all of their platforms on a single day. The competition, devised by Newsworks, will offer a package worth up to £300,000. Finalists will present to a Dragons’ Den-style panel of top clients at Newsworks’ Shift 2014 conference on 10 April.

OMD stepping into the future

OMD’s The Future Of Britain study, the second wave of which is out now, warns of a significant shift in attitudes among "Generation Rent" – the twentysomethings whose lives have been dominated by the global financial downturn. While the Millennial generation embraced an open, sharing approach, "Renters" are more cynical and less willing to play ball with brands. The research tracks the rise in demand for more transient ways to connect and share, with the winning brands those that are able to empathise with and champion their cause.

And one thing we don’t…

West Coast envy
In a first-of-its-kind campaign in four countries, Visit California will take over YouTube with "24 hours. 24 dreams". From midnight tomorrow (Friday), a collection of videos will focus on "inspiring Californians who have made their dreams possible". To emphasise just how annoying this campaign may prove, Visit California’s chief executive, Caroline Beteta, said: "California is the place where people don’t just dream, they dream big."