I'm a big fan of music in spots. A great track can take an average spot and put it over the top. A bad track can take a great idea and make it terrible. If I think back to some of my favorite spots of all tie, they've all got a perfect song behind them.
So when I saw this spot from Chivas, I couldn't help but think about one that we blogged about a few months ago:
Not bad. But I still prefer this one:
What do you think?
Tuesday
Sunday
Should GM be making new ads?
I really don't know. For a company that's just declared bankruptcy, received billions of dollars from governments across the world and is closing dealerships at an alarming rate, should they be investing in a 60 second spot with a huge North American media buy? (even though they already owe their media agency over $75 million dollars?)
When I first viewed this ad this week, it made me angry. We're not witnessing the "reinvention of GM". We're witnessing a company that failed to recognize the dramatic shift in customer desires. A management group that didn't react to cheaper competitors by building smarter, but by building bigger, less efficient cars.
Most companies would have to pay the price of going out of business. GM, with it's thousands of workers, must keep on going to keep the economy afloat. And they are being forced to make dramatic changes, I just wonder where this execution came from.
I have a feeling that it was created to help manage the negative perceptions about the company (a few that I've just shared). This spot is designed to get people thinking differently about the bad GM headlines they read every morning. GM hopes, it seems, that we will recognize that things are changing for the better and the company is going to make smart decisions in the near future - cutting down brands, building more fuel efficient cars, etc.
It just feels a bit strange and maybe slightly too soon. I've seen this spot with different groups of people and they've all had the same reaction - well that was nice. I guess I just paid for it.
I think that these perceptions will change over time and maybe GM wanted to get on the airwaves fast to move people along. But still, for a company that has just received massive amounts of public money, it seems a bit strange to be spending millions on a media buy just to tell everyone that they've changed.
We know you have.
When I first viewed this ad this week, it made me angry. We're not witnessing the "reinvention of GM". We're witnessing a company that failed to recognize the dramatic shift in customer desires. A management group that didn't react to cheaper competitors by building smarter, but by building bigger, less efficient cars.
Most companies would have to pay the price of going out of business. GM, with it's thousands of workers, must keep on going to keep the economy afloat. And they are being forced to make dramatic changes, I just wonder where this execution came from.
I have a feeling that it was created to help manage the negative perceptions about the company (a few that I've just shared). This spot is designed to get people thinking differently about the bad GM headlines they read every morning. GM hopes, it seems, that we will recognize that things are changing for the better and the company is going to make smart decisions in the near future - cutting down brands, building more fuel efficient cars, etc.
It just feels a bit strange and maybe slightly too soon. I've seen this spot with different groups of people and they've all had the same reaction - well that was nice. I guess I just paid for it.
I think that these perceptions will change over time and maybe GM wanted to get on the airwaves fast to move people along. But still, for a company that has just received massive amounts of public money, it seems a bit strange to be spending millions on a media buy just to tell everyone that they've changed.
We know you have.
Tuesday
Molson's 2010 Wall Mural and what it should have been
Is this campaign a case of digital agency vs. mass agency, of clients hungry for a UGC campaign or just really bad brand management by the marketing team? Whatever it is, it is wrong.
The 2010 wall mural is on it's own a decent thought. Not quite an idea and definitely not a campaign but it is a nice thought. Where the idea falls flat is that it was done by Molson Canadian who recently has launched a excellent spot (see below and following links) that continues it's long standing direction and takes me back to the days of "The Rant".
Now you ask so what is his problem with "The mural"? My problem is that is has nothing to do with the brand campaign. The unwritten code is the campaign and I know they could have done a dozen better campaigns that were integrated and supported the overall brand positioning.
As I always like to do I am going to open myself up and put out an idea (not a thought) that I feel would better deliver the brand and support the campaign.
What would I do?
So I have a feeling the client wanted to engage the country, capitalize on the Olympic sponsorship and of course continue to drive brand awareness and preference.
I would have asked Canada to help Molson Canadian write the code that all visitors to Canada should abide by while they are here for the Olympics. What can they do to truly experience the code of Canadians while they are here? Through this UGC campaign site visitors would submit and vote on the code of Canada that will allow Olympic tourists to discover more than soapstone carvings, maple syrup, poutine, snow, sleds, igloos and polar bears. This UGC created and user voted code could be handed to visitors as they exit planes at YVR, through-out the city then through street teams, installations and booths through-out the city tourists can have experience the code like curving a stick with a torch, jerseying a guy, using your arm as an ice scraper, tying boots with mittens on.... you get the idea.
Is this an amazing idea? Maybe not but it supports the brand, extends the campaign to the digital space, capatilizes on the Olympics in a truly Canadian way and is way better than the 2010 Wall Mural campaign. Which by the way they didn't even buy the URL 2010wallmural.ca or.com... no they made it extremely difficult to find it. Seriously search 2010 wall mural on Google. Nothing on the first two pages, no SEM no unique URL purchases...nothing at all. I am not even linking to it so good luck finding it.
Monday
Looking back and forward
Both of these images were originally posted back in early 2007 . I was searching for an old post today and came across them and felt the need to share them again. Back when they were first posted we were lucky to see 15 visitors a day so I figured it wouldn't hurt to share them again.
Imagination in my mind makes knowledge possible. We learn because we are curious, we are curious because we wonder, we wonder because we have an imagination. Albert Einstein was correct.
Now, onto banksy. Being a believer in the creativity, intelligence and ambition of those that I have the pleasure to work with I agree with his sentiments about the advertising industry, but at the same time I believe that we can change the way we advertise to use our collective talents to create so much more. Advertising that creates art, emotion and through true brand experiences creates desire. A desire to support a brand that believes the same things that we believe in, that supports the same causes that we support and that seeks to evolve with us, discover with us and be a part of something more than a product and a message.
Imagination in my mind makes knowledge possible. We learn because we are curious, we are curious because we wonder, we wonder because we have an imagination. Albert Einstein was correct.
Now, onto banksy. Being a believer in the creativity, intelligence and ambition of those that I have the pleasure to work with I agree with his sentiments about the advertising industry, but at the same time I believe that we can change the way we advertise to use our collective talents to create so much more. Advertising that creates art, emotion and through true brand experiences creates desire. A desire to support a brand that believes the same things that we believe in, that supports the same causes that we support and that seeks to evolve with us, discover with us and be a part of something more than a product and a message.
What is the agency model of the future?
I’ve had a number of discussions lately with a number of people about what the future of the ad agency business model might look like. With agencies across the world seeing clients demand much more for less, networks being forced to make massive layoffs due to the global economy and slashing departments that don’t bring in revenue like they used too, we are bound for a large change in the near future.
For some agencies, this change has already been occurring through digital. Clients have gradually (5 years or less) shifted their marketing budgets from mass to digital. Traditional agencies who saw this sea change and were able to prepare for it have been well positioned for the future. Digital-specific shops, once viewed as the ‘black-box web experts’, are now seeing huge competition from brands that they never expected. There is no denying that even in this economy, digital-capable agencies continue to see substantial growth opportunities.
Does this mean in 5 years all successful agencies will be rooted in digital? Maybe. Most large Canadian clients still use over 80% of their budgets in mediums that aren’t digital. TV is not going away anytime soon and, I suspect, OOH, retail and direct will continue to play a role in large, integrated campaigns. But even though some traditional areas will remain strong, they are going to experience full-scale changes.
These changes aren’t due to different agency models popping up. They are because of the consumer. If you have a web-connection, PVR and, well, a brain, chances are you get the content the way you want it - without ads. I’m obsessed with advertising but in the last twelve months I’ve become more obsessed with the FFWD button on my remote. When you’re watching something you like, you don’t want to be interrupted.
Smart brands are dealing with this in a few ways - branded content, crowdsoucring new ideas, connecting like-minded consumers with new communities, etc. I do believe that these savvy brands have been guided by their agencies to think differently and try ideas that might scare them and, almost more importantly, might fail.
A colleague of mine frequently says that forward thinking brands need to embrace failure and learn from it. Treat small tests as chances to learn and keep doing things that you haven’t tried. There is nothing worse than seeing the same media plan, campaign after campaign, with nobody questioning it because - well - that’s what we did before.
So what does this all mean for the agencies of tomorrow? For starters, we need people who are willing to scare clients and ‘sell’ them on ideas their not originally comfortable with. But even more than that, we need to think about how the relationship might change in the future.
For example, Coke has recently announced that they have chanced the compensation model with a number of their agencies. Instead of agreeing to an upfront rate, or retainer, they have mapped out clear, business objectives for the agency to work towards. If these objectives are hit, the agency receives up-to 30% more revenue than their fee. If they fail to meet the objective, they are only compensated for the hard-cost incurred for the project. Coke is calling it a ‘value-based’ model and with a huge brand like this embracing it, other companies might be picking up the phone soon to talk about compensation changes.
When I discussed this model with a CD recently, he brought up a good point - how much control does Coke now have in the approval of the work? If they are going to be tying the agency to specific targets than shouldn’t the agency have more of a say in the approval process? Ideally, yes. In practice? Doubtful.
Other agencies, like CP+B, have invested in Venture Capital divisions. They not only represent large brands, they also help to create them. I think this changes the agency-client relationship dramatically. When your group owns a percentage of the business, it helps to align them - 100% - with key business objectives. It also gives the agency an ability to be treated as a partner vs. a vendor. Scary for some clients who crave total control, liberating for others who want a passionate partner.
Whatever the model, things are changing. The question is, what will you do and, more specifically, what model do you think agencies should adopt to succeed in the future?
For some agencies, this change has already been occurring through digital. Clients have gradually (5 years or less) shifted their marketing budgets from mass to digital. Traditional agencies who saw this sea change and were able to prepare for it have been well positioned for the future. Digital-specific shops, once viewed as the ‘black-box web experts’, are now seeing huge competition from brands that they never expected. There is no denying that even in this economy, digital-capable agencies continue to see substantial growth opportunities.
Does this mean in 5 years all successful agencies will be rooted in digital? Maybe. Most large Canadian clients still use over 80% of their budgets in mediums that aren’t digital. TV is not going away anytime soon and, I suspect, OOH, retail and direct will continue to play a role in large, integrated campaigns. But even though some traditional areas will remain strong, they are going to experience full-scale changes.
These changes aren’t due to different agency models popping up. They are because of the consumer. If you have a web-connection, PVR and, well, a brain, chances are you get the content the way you want it - without ads. I’m obsessed with advertising but in the last twelve months I’ve become more obsessed with the FFWD button on my remote. When you’re watching something you like, you don’t want to be interrupted.
Smart brands are dealing with this in a few ways - branded content, crowdsoucring new ideas, connecting like-minded consumers with new communities, etc. I do believe that these savvy brands have been guided by their agencies to think differently and try ideas that might scare them and, almost more importantly, might fail.
A colleague of mine frequently says that forward thinking brands need to embrace failure and learn from it. Treat small tests as chances to learn and keep doing things that you haven’t tried. There is nothing worse than seeing the same media plan, campaign after campaign, with nobody questioning it because - well - that’s what we did before.
So what does this all mean for the agencies of tomorrow? For starters, we need people who are willing to scare clients and ‘sell’ them on ideas their not originally comfortable with. But even more than that, we need to think about how the relationship might change in the future.
For example, Coke has recently announced that they have chanced the compensation model with a number of their agencies. Instead of agreeing to an upfront rate, or retainer, they have mapped out clear, business objectives for the agency to work towards. If these objectives are hit, the agency receives up-to 30% more revenue than their fee. If they fail to meet the objective, they are only compensated for the hard-cost incurred for the project. Coke is calling it a ‘value-based’ model and with a huge brand like this embracing it, other companies might be picking up the phone soon to talk about compensation changes.
When I discussed this model with a CD recently, he brought up a good point - how much control does Coke now have in the approval of the work? If they are going to be tying the agency to specific targets than shouldn’t the agency have more of a say in the approval process? Ideally, yes. In practice? Doubtful.
Other agencies, like CP+B, have invested in Venture Capital divisions. They not only represent large brands, they also help to create them. I think this changes the agency-client relationship dramatically. When your group owns a percentage of the business, it helps to align them - 100% - with key business objectives. It also gives the agency an ability to be treated as a partner vs. a vendor. Scary for some clients who crave total control, liberating for others who want a passionate partner.
Whatever the model, things are changing. The question is, what will you do and, more specifically, what model do you think agencies should adopt to succeed in the future?
Sunday
Trimming the bush to make the tree look taller.
This video contains a lot of firsts for Adjoke. I never thought our blog would carry an informational video on how men should properly shave down there but since it is an ad for Gillette here it is.
Friday
I also love effective PSA's
First off this kid can act, second off it is an intriguing spot that delivers the message.
Very PSA's in my mind are effective. This one is.
Very PSA's in my mind are effective. This one is.
Wednesday
Do you have a short attention span?
A new campaign has recently launched for the Worldwide Short Film Festival (brought to us by the Canadian film center). You might remember a few of the :15's that ran last year if you went to the annual event (winners of the Silver Pencil at the One Show and Gold at the Bessies). Here's one of 'em:
To help promote this year's event, the next iteration of the campaign carries on with the "Short Attention Span" idea and amplifies it in a few unique ways. Along with a number of new spots, the campaign also contains a full-length music video:
To be honest, I found the video a bit strange when I first viewed it. That being said, it is good to see clients take chances with creating content like this. It's also excellent to see creative teams build on great ideas rather than tear them down and re-think new (mostly worse) ones. I think that the strategy behind this idea is great and the spots raise awareness (quickly) about the event.
Next year, I think that they could do some innovative digital tactics - especially with the site. If I have a short attention span (which I do), make it extremely easy to get the information I want. In fact, check out this Mini site from a year or so back and you'll see what I mean. I love the "enter how much time you have" utility and the way the site quickly customizes to what you want.
All in all, it's nice to see a campaign built around a solid idea. The extensions for this are limitless and hopefully the smart folks behind this campaign keep it up for the next few years.
Thanks to Chris from Doug for the links and background.
To help promote this year's event, the next iteration of the campaign carries on with the "Short Attention Span" idea and amplifies it in a few unique ways. Along with a number of new spots, the campaign also contains a full-length music video:
To be honest, I found the video a bit strange when I first viewed it. That being said, it is good to see clients take chances with creating content like this. It's also excellent to see creative teams build on great ideas rather than tear them down and re-think new (mostly worse) ones. I think that the strategy behind this idea is great and the spots raise awareness (quickly) about the event.
Next year, I think that they could do some innovative digital tactics - especially with the site. If I have a short attention span (which I do), make it extremely easy to get the information I want. In fact, check out this Mini site from a year or so back and you'll see what I mean. I love the "enter how much time you have" utility and the way the site quickly customizes to what you want.
All in all, it's nice to see a campaign built around a solid idea. The extensions for this are limitless and hopefully the smart folks behind this campaign keep it up for the next few years.
Thanks to Chris from Doug for the links and background.
Look Familiar?
Amazing. Love this type of stuff. Created by Leo Burnett.
Imagine if you applied these types of client requests to other real-world situations. I'd love to go to future shop and redo my home entertainment system but demand that payment needed to be deferred for 120 days ala InBev. Nice work, Leo.
Tuesday
Is this the future of search?
Last week, a friend of mine was telling me about all the cool stuff that happened on the day he was born - popular songs, notable deaths, the time the sun rose, etc. Pretty random stuff - so random that I wondered how he knew all of it. A birthday site perhaps?
Sort of.
Wolfgram|Alpha is a new type of search engine. It allows a user to compare different terms (for example, the stock price of Apple vs. Google), answers specific questions instantly (2 x 100, for example) and provides accurate answers to detailed questions. Unlike Google, it doesn't have a laundry list of potentially right places to find your answer, it just gives it to you in seconds.
Even though the site is still in beta and has recently launched, it's ambitious goal could help propel it ahead of popular engines in the future:
"Wolfram|Alpha's long-term goal is to make all systematic knowledge immediately computable and accessible to everyone. We aim to collect and curate all objective data; implement every known model, method, and algorithm; and make it possible to compute whatever can be computed about anything. Our goal is to build on the achievements of science and other systematizations of knowledge to provide a single source that can be relied on by everyone for definitive answers to factual queries."
What I love about this engine is that it has a defined objective that is appealing to the masses - become the resource to quickly answer factual queries. As a University student, it took me a long time to figure out "how" to search Google to find the articles and facts I was looking for. Should I phrase it like this or like that? A lot of the time, you don't get anywhere and waste hours scrolling through page after page with the hopes of finding what you're looking for.
Wolfram|Alpha gives users what they crave - correct answers, one click away.
Could Google replicate a model like this? Maybe. But I think that Wolfram|Alpha might have a jump start on them and in the world wide web, the place that users gravitate too first usually has a huge advantage on the competition.
Monday
The Links - May Edition
Please forgive the lack of posts over the last few weeks. Paul and I have been busy at work and also organizing a big event coming in September. AdJoke is going to keep on rolling and we recently learned that one blog listing site has ranked our little blog one of the top ad blogs in the world (#95th to be exact).
But enough gloating, here's 5 links to check out:
But enough gloating, here's 5 links to check out:
- Justin.tv claims that its users upload more videos than YouTube. Right.
- A jackass American conservative radio hosts decides to get water boardered because he doesn't think it's torture. To our delight, he was wrong.
- The Wired guide on the Palm Pre vs. the iPhone. I still like the iPhone.
- Turns out David Armano doesn't like websites anymore (sort of).
- Nokia continues to make fantastic digital experiences. This one isn't any different.
Some Good Creativity
I'm a big fan of young creatives putting together great work. There's something about the potential of going to Cannes as a Young Lion that seems to inspire people from around the world. I think that entries are still open but hurry, there are already a number of great ones on YouTube. Here is my personal favorite:
Entreprenuers Can Change The World
Well done Grasshopper. Apparently Grasshopper is a telcom provider in the US that offers a specialized service for Small Businesses that includes unlimited extensions, call forwarding, professional greeting, etc.
To gain attention for their service they created this inspirational video that has 90,000 views 20 some days into the campaign and I have a feeling that this will only grow immensely over the next 30 days.
To help the video reach as many people as possible they have posted it to YouTube and enabled users to share it via Twitter, Facebook and all of the other usual suspects.
Drop by the site after you have watched the video twice.
To gain attention for their service they created this inspirational video that has 90,000 views 20 some days into the campaign and I have a feeling that this will only grow immensely over the next 30 days.
To help the video reach as many people as possible they have posted it to YouTube and enabled users to share it via Twitter, Facebook and all of the other usual suspects.
Drop by the site after you have watched the video twice.
Friday
Think Dangerously
Just came across a great post about dangerous ideas from Northern Planner.What is a dangerous idea? It's not something that puts people in harms way, it's a thought that challenges the way that people think. In 2006, the Edge Foundation asked industry leaders and their responses were quite amazing.
Northern Planner added a few with an ad-specific lens on them. Here are my two favorite:
Northern Planner added a few with an ad-specific lens on them. Here are my two favorite:
- It's true that old style advertising dinosaurs could learn a thing or two from the digital brigade, but that goes the other way too. 25years ago, ad agencies made a fortune because clients didn't really know what they did. It was easy too thanks to the hegemony of ITV. It's like that now with digital. There are some brilliant practitioners our there, who graft at finding good ideas that will work. Then there are the charlatans that blind others with jargon and get away with murder. For now, others don't quite understand the technicalities of what they do, but when they catch up, things will change.
- Every agency and client should do a job swap once a year. Both would respect each other more for doing something the other cannot and wouldn't want to. The agency people be refreshed from the short hours, but glad to escape the boredom. The client would come back to the dayjob shattered, glad to escape the relentless pace and chaos, really pissed off at cancelling things at someone else's whim. The agency people would then appreciate that the client has their own internal clients and has to justify everything they do. The client people would be a little more patient, take more care to ask for what they actually want and less inclined to make impossible demands.
- The closer you are to being a true consumer, the stronger you are in advertising (said another way, the less 'experience' you have, the more of a chance to have to be groundbreaking for your client)
Tuesday
Must Watch - PS22
Came across this great video from young music class. When you combine Eye of the Tiger with some random kids and a hilarious solo, you've got user-generated gold.
Although this video isn't ad related, it does show that everything on YouTube doesn't necessarily suck. I think that forward thinking brands will use their agencies to discover great user generated content for them and find a way to use it for themselves. Think about the categories (music, CPG, education, whatever) that would love to attach their message to something like this.
With the sheer amount of UGC out there, maybe we should change our strategies from content creation to content discovery.
Although this video isn't ad related, it does show that everything on YouTube doesn't necessarily suck. I think that forward thinking brands will use their agencies to discover great user generated content for them and find a way to use it for themselves. Think about the categories (music, CPG, education, whatever) that would love to attach their message to something like this.
With the sheer amount of UGC out there, maybe we should change our strategies from content creation to content discovery.
Monday
SLAPCHOP RAP featuring Vince from ShamWow
User generated content is more often then not better than the original content.
New Nintendo DSI Spot
I saw this last night during the previews of the Movie "Tyson". Good movie but when I got home I wanted to do two things.
1) Find this commercial and share it.
2) Google some classic Mike Tyson quotes and laugh. That guy is ridiculous.
How good and unexpected is this creative twist?
1) Find this commercial and share it.
2) Google some classic Mike Tyson quotes and laugh. That guy is ridiculous.
How good and unexpected is this creative twist?
Saturday
Burger King: SpongeBob Booty
Even I have a moral code at times.In this case it has to do with my concerns around using "booty" to sell kids meals.
Sunday
The New Scrabble Attitude
The new Scrabble campaign from O&M Paris. Found on CtinaClements Twitter stream. She just happens to also be one of my former Professors - taught me advertising.
Saturday
Google Changes it's Tune...
Google recently announced that the will be buying TV time to air a web-spot created by their Japan team. The hope with the TV spot is to raise awareness about Google Chrome and encourage the masses to download it (and by masses, I mean people who aren't Apple users). Here's the spot:
On the Official Google Blog, the company discusses how they are going to use Google TV to buy the media space but what really interests me is the fact that Google is using TV. For a long time, the company has been against mass advertising for their products and this could signal a large shift if Chrome downloads substantially improve. It might not be long until we see some celebrity telling us how great their Google Reader and Gmail account has been for them.
On the Official Google Blog, the company discusses how they are going to use Google TV to buy the media space but what really interests me is the fact that Google is using TV. For a long time, the company has been against mass advertising for their products and this could signal a large shift if Chrome downloads substantially improve. It might not be long until we see some celebrity telling us how great their Google Reader and Gmail account has been for them.
Thursday
3 reasons I dislike Twitter
1. Auto DM'sThe junk mail of twitter. This pointless, generic one size fits all crap makes me want to unfollow everyone who sends it. I began following you because I had personal interest in you, your posts, your company or your life. Visit my profile, check out my blog, review my posts and decide if you feel the same. If you do follow me, maybe send me a DM to talk about shared interests or direct me to someone or something you think I would appreciate. Don't Auto-DM me. Actually I am going to go an unfollow every Auto DM I received right now.
2. Get Rich Quick Schemes
I have a career. I have some money. My dreams are bigger than crap like scrapbook software to stay-at-home Mom's, boring Aunt's and people who don't realize Facebook is the easier, more interesting and the scrapbook of the future. I am also not interested in setting up my own shitty .com scam, a ponzie scheme or becoming apart of Amway. Get a life, get a real job, leave me alone. Ohh, and I probably unfollowed all of you after my post above.
3. People with no friends
You've seen them on Twitter. People who in real life have no friends but they seek acceptance by following 34, 568 people that they have nothing in common with knowing 22,346 of them will follow back. This makes them feel popular. This makes me unfollow them.
At the same time there are plenty of reasons I like it. Lucky for you Twitter ;)
Three sites Adverblog introduced me to this week
I am unique - a great use of Papervision 3D. If you like unique sites, new experiences and a strong use of technology click on the link.
YouTube - This site allows you to share videos. Pretty cool. Even cooler it allows you to make your own commercial, upload it and have a chance to win a trip to Cannes. There is currently 6 days, 20 hours, 14 minutes, 14 seconds till the brief and the charity are revealed. This deserves a bigger post but I am tired.
The Mummy Experience - I played all games and made the leaderboard. I think you can too. The UXD, imagery and well thought out site are worth the visit. All this for a museum of some sorts in Quebec City, Quebec, Canada.
Thanks Adverblog.
Intel's Rockstars
Intel doesn't just want to be a processor to the consumer. They want your purchase decision to be about what computer chip the computer has.
Cue Intel's first "brand promotion" campaign ever. Not about processors, chipsets or motherboards; this campaign is about building the intel brand.
Thank you to Alyssa Brown for bringing our attention to this beauty of a campaign.
Cue Intel's first "brand promotion" campaign ever. Not about processors, chipsets or motherboards; this campaign is about building the intel brand.
Thank you to Alyssa Brown for bringing our attention to this beauty of a campaign.
Wednesday
My Favorite Campaign of the Year (So Far)
I just watched the latest Creativity Top 5 and I've found my favorite campaign of 2009 (so far). Created by ACNE, Sweedish Airport Coaches created an installation of 50 junk cars in the shape of one of their airport coaches. The large installation was created on the main freeway to the airport and caused a national stir (resulting in traffic jams and dozens of news stories).
The campaign used this iconic OOH placement and created a simple microsite that counted the number of cars that passed it and measured their carbon footprint in real time. It then converted the number to show how much carbon would have been saved if all of the cars were airport coaches instead.
As more and more people began to talk about the campaign, Sweedish Airport used the image across all integrated pieces - magazine, traditional OOH and print. Check out the short case video here to see the full overview:
What I love most about this idea is that it is so simple. 50 cars = 1 coach. Let's make a literal installation of that fact and use it to be the foundation of the entire campaign. They could have simply made this a one-off tactic to 'add-on' to the integrated work. But they didn't. And it became something much bigger.
The campaign used this iconic OOH placement and created a simple microsite that counted the number of cars that passed it and measured their carbon footprint in real time. It then converted the number to show how much carbon would have been saved if all of the cars were airport coaches instead.
As more and more people began to talk about the campaign, Sweedish Airport used the image across all integrated pieces - magazine, traditional OOH and print. Check out the short case video here to see the full overview:
What I love most about this idea is that it is so simple. 50 cars = 1 coach. Let's make a literal installation of that fact and use it to be the foundation of the entire campaign. They could have simply made this a one-off tactic to 'add-on' to the integrated work. But they didn't. And it became something much bigger.
I can't find the link to the microsite but if anyone does, please flip it my way. Great work to all those involved.
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