We all know about the opportunities and principles of mass customization -- and there has been plenty of research, talks, press reports, and media coverage about this strategy. Still, for the general public, mass customization (or better: the fact that consumers today can create their own products and services efficiently and at rather low cost on the internet, ) still is very new.
I am always astonished how many people never have heard about this opportunity. So, one idea of our project SERVIVE, funded by the European Commission, was to present the concept of "create your own" to a larger public by a free educational movie.
The clip (16mins) has been directed by the London College of Fashion (LCF), under the leadership of Susan Jenkyn Jones, and has been produced by a team of professionals working for large Euopean broadcaters like the BBC or Deutsche Welle. The Movie had its first screening at the CYO 2011 Event in Berlin, and is now available for download and streaming at http://vimeo.com/25132966