It's long been known that animal fats are used in the manufacture of mobile phones. The lining of cow's intestines is used to insulate the circuit board which improves the connectivity of the electrical impulses.
In fact, Apple have used cow guts to pre-coat their wiring and to improve insulation since 1994.
However, due to recent pressure from animal rights groups in the US, Apple have decided to launch the first vegetarian phone.
The Vphone8.
Apple technologists at Palo Alto, California have successfully
found a substitute for cow's innards. The humble potato.
You may recall a primary school experiment where a potato was used as a battery cell to charge a small bulb.
In Apple's labs the potato proved to be far better than animal fat at transmitting electrical impulses.
Vegetarian groups are delighted by Apple's new socially conscious direction.
The company will eventually roll out vegetarian lap tops and Ipads by 2020.
Under new legislation the mobile phone industry is to adopt ingredient labeling similar to the food industry.
Samsung for example, have 0.004% animal products in all their Nexus range.
The Vphone8 will be launched on 21/11//2017 in all Apple stores and in the vegetable section (next to the carrots) of all major supermarkets.
A limited edition Vphone 8, with potato peel casing designed by the Japanese artist Olaf Pirlo, can be seen here for the first time on Youtuber.
https://youtu.be/h2o5p59zzvY
Screen culture is damaging creativity.
Increasingly, I see young creatives reach for their laptops whenever they have a problem to solve.
Hey, there are no new ideas on a screen.
You'll only find ideas that already exist.
And you don't want those.
Do you?
The computer is a big cluttered cupboard, a super-fast postman and a very clever professor.
It's not a creative tool.
Not when your task is to come up with new ideas.
The brain only truly ignites when the hand has a pen and it hovers over a huge pile of lovely white paper.
Screens encourage laziness.
Creatives simply do not bring the same mental effort to screens as they do when working with paper.
Studies from around the world show that people working with screens are far more casual than those working with paper.
Paper demands more mental energy and commitment.
In 2005, San Jose University found that students using screens spent more time trying to take shortcuts than those working with paper.
Their time was spent browsing, scanning and hunting for key words.
The students using paper spent more time thinking.
Their brains were more active in seeking out the problem.
Screens tire us.
They emit light which drains our energy, irritates our eyes and makes us feel tired.
Paper does the exact opposite.
It reflects natural light.
It has texture, weight and beauty.
Paper is sensory.
The physical aspects of writing and drawing on paper are simultaneously linked with our cognitive processes.
Our mind and body are interlinked.
Studies by Professor Anne Mangen at Stavanger University, Norway show that our brains don't work like computers.
We don't sense things and process the sensory perceptions afterwards.
Mangan proved that sense and process are one.
And the best way of harnessing this is via the medium of paper.
There is a close connection between what we sense and do with our bodies and what we understand.
Paper is classical and speaks to us in a mental language we comprehend.
It has been the creative launch pad for centuries inspiring Da Vinci, Steve Jobs and David Bowie along the way.
Jean Luc-Velay, a French neuro-physiologist, has produced studies that show that writing and drawing by hand stimulates different electrical impulses in the brain.
These brain impulses are dormant when we work with screens.
Which explains why the smarter institutes of learning are bringing paper back in to the classroom.
Paper reveals your very own emotional mind map.
It shows you the wide roads of unhindered thoughts, the side streets where you can stop to gaze at the mental architecture, the cul-de-sacs of curious concepts and the random roundabouts that make you giddy.
Paper gets you to your destination: the big idea.
And it allows you to understand your creative journey more fully.
The next time you have a brief, shut down your laptop and grab a layout pad and a marker.
You'll get more ideas.
You'll get more interesting ideas.
And it will be more fun.
And if someone tells you you are wasting too much paper tell them they shouldn't work for an advertising agency.
They should work for The Forestry Commission.
This piece was written on a big sheet of paper before it was typed.
