World's first viral email exhibition

OUTRAGEOUS AND CONTAGIOUS.
ICA LAUNCHES WORLDS 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 4s IDEASFACTORY, viral site Bore Me, digital agency Ralph and viral promoter Hot Cherry, launches Outrageous and Contagious - the worlds first exhibition dedicated to viral emails, - from 1st - 8th May 2006.

The ICA will take visitors on a journey through the worlds 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 9:30am-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 exhibition will also act as a launch pad for the second annual viral Oscars called Germ. This year Germ runs from 4th July 15th November, and is open to UK residents and UK digital creative agencies. The categories in this years 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 4s 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 its 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 years 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 ICAs 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

1. Outrageous and Contagious is the worlds first exhibition dedicated to viral emails, and is a collaboration between the ICA, Channel 4s IDEASFACTORY, viral site Bore Me, digital agency Ralph and viral promoter Hot Cherry. For more details about Outrageous and Contagious please visit ICAs website at www.ica.org.uk

2. Viral emails
Viral emails are not to be confused with computer viruses. Viral emails typically come in the form of a movie clip, image game, animation or joke that people pass on to their friends via email, usually because its funny, rude, shocking or particularly clever. A good viral can spread around the world almost instantly; all that matters is that people consider it worth sharing. An increasing number of brands like Playstation, Burger King and Agent Provocateur are realising the power and reach of viral emails as a cost-effective non-intrusive marketing technique.

3. Germ www.channel4.com/germ is the UKs first Viral competition - open to UK residents and UK digital creative agencies, and showcases some of the best online creativity around. Germ is an annual event and is a collaboration between Channel 4s IDEASFACTORY, viral site Bore Me, digital creative agency Ralph and viral promoter Hot Cherry.

4. IDEASFACTORY www.channel4.com/ideasfactory
Channel 4s IDEASFACTORY was launched in 2002 to help aspiring creatives get in and get on in their area of choice. IDEASFACTORY showcases the work of emerging creative talent and serves as a dynamic network, enabling the exchange of ideas, experience, knowledge and views. It also gives access to insiders views of what really happens in the creative industries and provides opportunities on live creative projects.

5. Bore Me www.boreme.com
Bore Me is the worlds largest collection of entertaining viral emails. Over 100,000 people visit Bore Me daily with over 1.5 million unique visitors a month. Bore Me was set up in 2001 as a way of sharing free entertaining emails with friends and to relieve the daily monotony of life.

6. Ralph www.ralphandco.com
Formerly known as DS.Emotion, Ralph is an independent, London based digital agency that creates entertaining and engaging digital strategies for consumer brands. Clients include McDonalds, Nickelodeon, Franz Ferdinand, Channel 4, Kaiser Chiefs, Nintendo, Carnaby, Sony, Universal Music, Orange and The Box.

7. Hot Cherry www.hotcherry.co.uk
Hot Cherry is an independent PR agency and viral promoter. Clients include Channel 4, Ralph, Bore Me, Lee and Dan, and Maverick.