A project that takes place in the virtual world of Second Life, has won the top accolade in the TEC Intraverse2008 Awards.

At a dual ceremony in Paris (real) and in Second Life (virtual), Shell and Unfrozenmind received the award for their development of a virtual Shell island complete with learning centre, laboratory and other business facilities.

Philip Rosedale (real), Chairman of Second Life’s Linden Labs, and his avatar (virtual) jointly made the presentation commenting: “While many companies are using 3D environments for areas such as marketing, Shell and Unfrozenmind have developed a wonderful example of how the businesses of the future will use 3D environments such as Second Life to drive collaboration”

From a concept developed by GameChanger, Shell’s innovation group, the island has been created as one of a possible suite of tools to stimulate collaboration, learning and creativity among employees.

Jan van derEijk, Chief Technology Officer of Shell said of the 3D environment, “Collaboration with others from beyond our disciplines and beyond our industry will be of increasing importance. This virtual world and other social networking tools that we are currently reviewing could play a role in enabling that collaboration -helping us in our innovation journey to deliver real world progress by drawing out the creativity of our vast technical -and non-technical -community.”

Unfrozenmind Ltd designed and developed the project as a part of its BrandNewPlanet 2.0 strategic collaboration offering, with technical support from partners Community Chest SARL. Toby Coop, Principal of Unfrozenmind said “from the outset, Shell have recognised the importance of horizontal collaboration in their organization, as one of the keys that will enable them to unlock the potential of their employees to drive strategic innovation. Through the use of interactive architecture, BrandNewPlanet 2.0brings together a logic of innovation in a 3D immersive environment which allows organizations to collaborate globally, to test ideas, and simulate scenarios etc. We are delighted to have won this award with Shell and with support from our partners.”

About Shell GameChanger:

GameChangeris Shell’s innovation group comprising full-time Shell professionals with diverse backgrounds in business and technology in the energy industry who operate outside the constraints and priorities of Shell’s day-to-day business. Several GameChangerteams work together to help develop ideas that are “between and beyond” the company’s existing enterprise. GameChangerinvests in and provides support to new and unusual technology or business ideas from within the company or from external parties that can contribute to the delivery of responsible energy.

About Unfrozenmind:

Unfrozenmind is a Strategic Innovation Think Tank focused on changing the governing principles of the global economy through fostering the concept of Noble Business… business as a force for good. As the driving force of the global economy moves from products and services to human talent, Unfrozenmind shows how the business of innovation is the business of personal and organizational transformation. Focusing on Strategic Innovation, Collaboration, Horizontal Communication and Virtual Leadership Development; Unfrozenmind helps organizations to Design Legends.

Unfrozenmind is powered by Community Chest, our strategic technology partner. Community Chest is the first marketing and communication agency established both in Paris and Second Life and has clients such as Michelin, ArcelorMittal, Jean Paul Gaultier, Lacoste, and Première Urgences.

For further information on Unfrozenmind (powered by Community Chest) please contact

Alexei Levene, Marketing Director alexei_levene@unfrozenmind.com

Or visit us at www.unfrozenmind.com

Or our 3D Academy at http://slurl.com/secondlife/UnfroZenMind/169/72/36

For more information on Community Chest please visit http://community-chest.com

About the TEC awards

TEC Paris is a technology fair that has, been organized by the Chamber of Commerce and Industry of Paris (CCIP) for the last three years. In 2008, a new prize has been awarded with 7 categories and Intraverse2008, rewards the best uses of 3 dimensional metaversesby enterprises. Sponsored by BNP Paribas, Google and Lazard, the awards judges were assembled by the organizers and were composed of representatives from major professional, government and research associations: For more information please see http://www.tec-paris.com/

Having won 1^st prize at the TEC awards ceremony in Paris for their design and development of 3D Immersive environments with Shell, Unfrozenmind won an additional 2^nd prize for their work in Virtual Leadership Development.

TEC Paris organises an annual awards ceremony that recognises innovative corporate projects using 3D environments and for serious gaming. Other winners this year include L’Oreal, Michelin, BNP Paribas and Shell. The award for their work in Virtual Leadership Development awarded to Unfrozenmind by Philip Rosedale (real) and handed to the team via his avatar (virtual).

Virtual Leadership Development using Massive Multiplayer Online Role Playing Games (MMORPGs) is a new area that is rapidly gaining the mindshare of corporate Human Resource heads looking to cutting edge techniques and technologies to develop their executive talent. “Its about learning the skills of Web 2.0 in highly competitive virtual scenarios , where collaboration and leadership can be intensively trained, and best of all it is a lot of fun” says Unfrozenmind Marketing Director Alexei Levene.

By enabling Virtual Leadership Development programmes that are globally scalable, and encourage diversity, Human Resource Executives can bring innovative development techniques to their executives that are less costly and faster to implement and scale than more traditional Leadership Development courses.

About Unfrozenmind

Unfrozenmind is a Strategic Innovation Think Tank focused on changing the governing principles of the global economy through fostering the concept of Noble Business… business as a force for good. As the driving force of the global economy moves from products and services to human talent, Unfrozenmind shows how the business of innovation is the business of personal and organizational transformation.

Focusing on Strategic Innovation, Collaboration, Horizontal Communication and Virtual Leadership Development, Unfrozenmind helps organizations to Design Legends.

Unfrozenmind is powered by Community Chest, our strategic technology partner. Community Chest is the first marketing and communication agency established both in Paris and Second Life and has clients such as Michelin, ArcelorMittal, Jean Paul Gaultier, Lacoste, and Première Urgences.

For further information on Unfrozenmind please contact

Alexei Levene, Marketing Director alexei_levene@unfrozenmind.com

Or visit us at www.unfrozenmind.com

Or our 3D Academy at http://slurl.com/secondlife/UnfroZenMind/169/72/36

About the TEC awards

An old story tells of a young man who keeps hearing about a wonderful tailor, Zumbach, whose suits can make anyone look handsome and stylish. One day the man goes to Zumbach and asks him to make a suit. So Zumbach takes his measurements and tells him to come back in a week.

A week later the young customer eagerly goes back for his suit and has the man try it on. It looks wonderful – except that one sleeve is longer than the other, the buttons do not match up and the trousers are too short. So the customer complains. Zumbach, deeply affronted, says with great indignation, it’s not the suit. The trouble is the way you are wearing it. If you crook your left elbow just a bit, the sleeves will be perfect. And if you hunch forward and raise your right shoulder, the buttons, match up splendidly. Then if you’ll just bend your knees a bit, you’ll see the trousers are just right.” The customer tries it and, lo and behold, the suit fits like a glove – and it’s gorgeous.”

The tailor is the set of internal principles which shape and cut your experience. The tailor and the suit exist within our mind. Unless you realise that experience is organised into pre-established emotional patterns, then habit, conditioned by language, social conventions and shared concepts, will custom-tailor your experience. Patterns of thinking, talking and acting drive strategy, communication and performance. Personal transformation, creativity and innovation are about understanding and mastering the nature of this principle experientially. Understanding the logic of how lived experience is conditioned is a strategic imperative for those leaders and organisations who wish to break out of the pernicious nature of habitual thinking and compete in an idea driven economy. (Tailor Zumbach Story from Emotional Alchemy by Tara Bennet-Goleman)