Google - Art, Copy & Code

Art, Copy & Code in a series of experiments that started last year with the Google Project Re:Brief. Whereas Re:Brief re-imagined classic ads for the modern web, Art, Copy & Code looks at the future of modern advertising on the web through a series of experiments conceived, developed and executed in partnership with brands such as VW, Adidas & Burberry.  As the site explains:

A Time of Change
In the 1960's, advertising went through a creative revolution that changed everything simply by partnering up art directors and copywriters. The idea of a creative team made up of art and copy was born.  Today, it’s happening again. We’re in the midst of a second creative revolution, driven by technology. Code is being added to the core creative process, enabling new forms of brand expression and engagement. Art, copy and code is the creative team for the connected world.

The Idea Is Still King
What hasn’t changed is the need for human insights, breakthrough ideas and emotional stories. Code facilitates new kinds of experiences, but it doesn’t replace the storytelling skills the advertising industry has honed over the past fifty years. Our connected world is giving brands more dimensions and touch points, but they still need something compelling to offer in order to create a real connection.

A Series of Experiments
How will the modern web shape the future of advertising? We’re partnering with the innovative brands, storytellers and makers who are defining it to find out.

I highly recommend watching the dynamically generated manifesto/intro film on the Art, Copy & Code site.

The first in the series of experiments is the VW - Smileage app.  The official Google blog has a good overview of the experiment or check out the video below.  I envision it as the driving equivalent of Nike+, providing both entertainment AND utility back to the user in the form of insightful information about the individual's driving behaviour, habits, etc.




Posted by: Reuben Halper

Three - The Dancing Pony

Three is a UK-based mobile provider fighting for market share in a crowded and competitive environment.  Their most recent campaign, developed by Wieden + Kennedy London has absolutely blown up on UK television and the Interwebs.  'The Pony' is a truly delightful commercial and has been great in terms of generating awareness (though one could argue about the strength of the association with Three vs. just the Pony).

What's been interesting to me is to see how Three & W+K have extended on the TV commercial in the digital space, as well as taking the digital activity and feeding that back into TV.  If you haven't already seen it, check out 'The Pony' ad below before reading on.


In terms of driving digital activity, Three have created 'The Pony Mixer' which sends users to the Three YouTube channel where they can create their own bespoke version of the Dancing Pony, complete with various visual effects and a wealth of iconic songs to choose from.  That's a fantastic way to deepen the experience for users who are willing to go beyond just a passive view of the video.  You can check out the trailer for the Pony Mixer below.  There's also a heavy Twitter component around the hashtag #DancePonyDance, which generated 14,000 tweets within five hours of the video being uploaded and has continued to be active throughout the life of the campaign.
 

Lastly, Three have also taken the best of of the user generated videos created via The Pony Mixer along with the associated tweets and are running those as follow up TV commericals.  These include versions such as the Bollywood Pony, the Punk Pony and my personal favorite, the Hip-Hop Pony (see below)

Taken together the work from W+K London is just a fantastic example of how various channels can work together in a way that allows each component to extend and amplify the overall campaign.

Also worth noting that, the Poke have created their own hilarious version (not via the Pony Mixer) of the Dancing Pony called the Findus Pony.  For those of you outside of the UK, Findus is one of the brands/vendors caught up in the recent Horsemeat Scandal.

hat tip: Bobby Nolla & Adrian Dent


Posted by: Reuben Halper

Coca-Cola - Small World Machines

I recently came across this teaser video for the latest in Coca-Cola's ongoing 'Open Happiness' initiative (via Jonathan Mildenhall, VP of Creative @ Coca Cola).  Open Happiness has been running since 2009 and is a great example of how many different executions can be developed from one truly fertile big idea.  I'm also amazed at how many different ways Coke and their respective agencies have been able to bring the 'Open Happiness' idea to life through various owned assets such as Coca-Cola trucks, vending machines, etc.

The latest execution seems to be a natural extension of last year's Coca-Cola Re:Brief project which delivered on the brand promise from the classic 'Hilltop' TV ad of forty years ago, allowing people around the world to buy a stranger a Coke from the web.

The 'Small World machines' video shows vending machines using streaming video to allow customers at one vending machine to see and interact with a person in front of a Coke machine in another part of the world.  The two geographically separated people must then virtually join hands to draw a heart and earn a Coke.  It's a nice way to deliver on the idea that Coke is something that connects people in spite of their differences.  I'm looking forward to see how this worlds in the real-world.  In the meantime, check out the video below:



Posted by: Reuben Halper

Escape Flight

Escape Flight is a new travel site/service that flips the traditional model of planning and booking travel online.  Rather than start with a destination in mind, Escape Flight asks the user what attributes they're looking for in a getaway.  As their site descibes, Escape flight is 'a free service that has been specifically designed for people in big cities who need a last-minute getawar, but can't afford to do all the ground work themselves.  We have created a one-stop, travel-agent-defying algorithm that considers; your personal interests, the weather, your preferred airport, flight times, potential destinations (...including how easy they are to reach), even if there is an event on you might like, and of course not forgetting the cost.'
This idea isn't necessarily new, in fact there was a great piece of Miami Ad School student work that was similar, but based strictly on the weather requirements of the traveler.  I believe that I've also seen this sort of functionality buried in the booking options of other airlines sites.  The point is that none of the major travel players are really thinking about how to meet the needs of the traveler in non-traditional ways.  Escape Flight have brought the idea of interest/attribute based travel booking to the forefront in a both delightful and useful way.  It's crazy to me that big travel brands or travel aggregators aren't leading the way in terms of providing this sort of functionality as it resolves an inherent tension in the current travel process as well as serving an unmet need for potential travelers.


 Posted by: Reuben Halper

Mohan Music Palace - Harmonium Banner

Here's a really nice use of rich media advertising. Developed by Web Chutney for New Delhi based Mohan Music Palace, the banner aims to help stem the decline in usage of the Harmonium, a traditional Indian musical instrument.  Targeted at various music sites and users who showed an affinity for musical instruments, the banner turned users laptops into a digital harmonium replicating the experience of playing the Harmonium.  Not only does the ad demonstrate a clever user of rich media technology, it was also extremely effective in terms of  interaction rates and an uptick quote requests.  Just goes to show that rich media ads can be an effective tool when used properly.  Check out the case study below.

via: Leon Bayliss


 Posted by: Reuben Halper

Le Trefle - Emma

This is just a lovely piece of work from Leo Burnett France for French paper company, Le Trefle, reminding us that we'll always need paper, at least in some aspects of our lives.


Posted by: Reuben Halper

Chrome Super Sync Sports

As regular readers of this blog know, I'm somewhat obsessed with media bridging experiences.  That is, how do you seamlessly (relatively speaking) bridge an experience between desktop and mobile, or how do you create a bridge between a digital billboard and your smartphone, etc, etc.  My esteemed colleagues at the Google Creative Lab here in London have also been thinking about the same thing from an even broader perspective.  They have just launched a delightful new experience called Chrome Super Sync Sports that uses 'HTML5 features such as WebSockets for real-time gaming synchronicity on desktop and mobile, and Canvas and CSS3 for rich and engaging visuals.'  Here's how it works (as described in the official Google blog post):

'Smartphones and tablets are great for all sorts of games, and lately we've been thinking about new ways to play. Chrome Super Sync Sports is a new Chrome Experiment that uses the unique features of mobile devices to create a new gaming experience on big and small screens. In this game up to four friends can compete in running, swimming and cycling on a shared computer screen, using their smartphones or tablets as game controllers.'

Check out the overview video below and have a play around yourself at Chrome Super Sync Sports.

SafeStyle Windows - Secret Door

You don't need to be a big brand or have a huge marketing budget to create an amazing digital experience.  Case in point, see this beautiful and delightful experience created by Safestyle UK.  Safestyle are 'the largest independent company in the UK that provides top-quality, affordable uPVC double glazed windows, doors, French doors, sliding patio doors and composite doors.'  Perhaps not the most obvious candidate to create an immersive experience using Google Streetview, but that's the power of the web.  It democratizes marketing and provides the means to reach a tremendous audience without needing a massive budget (case in point see Dollar Shave Club or Orabrush on YouTube).   Interestingly, I've read articles that indicate that this is an SEO play by Safestyle UK to maintain it's organic search position.  Whatever the objective, it's a lovely experience for the user.

But I digress...the idea behind the Secret Door is that you step through it and are transported to some of the 'most quirky and interesting places Google Maps has to offer.'  The experience is essentially a curated version of Google Streetview (both indoor and outdoor) and provides serendipity and delight as you allow the Secret Door to take you to various places around the world.

Additionally the site can be embedded around the web, ensuring the experience can be spread far and wide.  So have a play around with the experience which is embedded below.

The Secret Door is presented by Safestyle UK

Malmo Hardware Store - Toolpool

The past several years has a tremendous rise in the number of sharing (p2p or otherwise) and on-demand services that are disrupting existing business models.  Service like Zipcar, AirBNB, TaskRabbit, etc. are changing traditional models of ownership and resourcing.  Considering how potentially disruptive these types of services can be to existing business models, it's surprising that more brands haven't recognized the potential in these sharing services as an alternative to ownership of their products.

One business that has embraced the on-demand usage model is Malmo Hardware store.  They've developed a Zipcar-like service for power tools, called ToolPool.  As their agency, The Fan Club, describes:

'Malmö Hardware Store needed an idea to be able to compete with the giant home improvement chains that are taking over the market. We learned that the stores main earnings comes from supplies, not from expensive tools. So we created ToolPool. It works just like a carpool, but with tools. And it's for free. All we ask for in return is that you share our message on Facebook.

During the very first month, ToolPool received extensive media coverage, over 600 members and sales in the store increased by 25%.'

It's a wonderful example of service design.  See the overview video below.

via: Yosuke Suzuki

Audi RS4 - Ultimate Paintball Duel

I think of the Audi station wagon (errr...estate car as it's called over here) as a boring staple of the British upper-middle classes.  Generally speaking, estate cars/station wagons are thought of as boring family-mobiles that just appeal to Moms.  Audi's challenge is to shift the stigma away from estate cars and demonstrate the performance and handling of their recently relaunched RS4 wagon.  Rather than just talk about specs like the 450hp V-8 engine, Audi's agency Rubber Republic have brought the promise of the RS4 to life through a top-gearesque paintball duel.  You may remember Rubber Republic from their awesome Bodyform response video work.  In this case, they've enlisted two of the best UK stunt drivers (check out the behind the scenes video here) in 'two brand new 2013 RS 4 Avants with bonnet mounted paintball guns take over a military aircraft hangar and go head to head in the ultimate paintball duel.'  The result is sheer joy to behold & a perfect way to appeal to a male audience all of whom believe they could secretly be race car drivers.

Check it out below.
via: Yoram Cisinski

TED - 3rd Annual Ads Worth Spreading Winners

The winners of the 3rd annual TED - Ads Worth Spreading initiative have been announced at the the recent TED conference.  So what makes an Ad Worth Spreading?  Well it's worth watching the original TED talk from Chris Anderson, but as Ronda Carnegie, Head of Global Partnerships at TED, says:

'The best ads are excellent content--driven by ideas. Culturally relevant content with strong storytelling has the power to spark change, raise awareness, and communicate new ways of thinking...

...The ads selected have a common thread around human connection.  They create contagious emotion around wonder, imagination, culture, humor, and ingenuity.'

Most of these have been featured on the blog at some point in the past, but it's worth twenty minutes of your time to view them all.  See below for a handy playlist with the 10 winning videos.

According to the YouTube blog:

Ads were nominated in six categories: Talk, Social Good, Cultural Compass, Creative Wonder, Brand Bravery, and Education. Six nomination teams made up of one TED speaker and one rising thinker in advertising searched for ads in each category, while 25 leading figures in the ad industry searched for ads across categories.

Each of these ten ads go beyond the creative brief to spark imagination and create moments of emotional connection with audiences. The winning work will be showcased at TED2013 as well as on TED.com and you can watch them all here on YouTube. Combined, they have been viewed more than 100 million times on YouTube.

Bus Stop Ads - The Good, The Bad & The Excellent

I thought it'd be interesting to change gears a bit and showcase some interesting (both good and bad) work from the out of home world, namely bus stop/bus shelter advertising.

The Good - First up is a nice stunt from Qualcomm which effectively delivers on the tagline 'We make life better with mobile.'  Check it out below:


The Bad - Next up is a stunt from the Weather Channel to promote their mobile app which tells users the exact time when rain will start or stop.  Since the Weather Channel takes the guesswork out of weather forecasts, they wanted to see people get caught in the rain one last time.  To do so, they outfitted a bus stop with a rain machine.  Call me crazy, but I'd be pissed off if I'm sitting there waiting for my bus and a brand decides that they're going to make it rain on me.  I wouldn't exactly be rushing to download the app after that moment of unexpected precipitation.

The Excellent - Last up is from SAS in Norway.  To show off the array of new sunny destinations that the airline services, JCDecaux outfitted a bus stop with what looks like an airplane window.  Users who pull up the window shade are presented with videos from one of the sixteen new destinations.  It's a great way to grab the attention of people who, by definition, have some free time on their hands while waiting for a bus.  It's also a perfect execution considering the winter weather in Norway and other Northern European countries, coupled with the universal desire to get away to sunnier climes.

KLM - Must See Map

For the past couple years, KLM has been setting the bar in terms of how an airline should behave in the digital space.  Recently there was an excellent article about their approach to digital on Think With Google (article is here).  Almost every campaign includes a service design element where they attempt to enhance the user experience either before, during or after the journey.  The latest from KLM is a tool called Must See Map, which uses a custom Google maps implementation to allow travelers to create a personalised map for an upcoming trip.  That functionality alone can be done with the standard Google Maps functionality.  However, Must See Map allows users to invite Facebook & Twitter friends to suggest places to visit and directly add their suggestions to your map.

It's a really nice execution driven by the insight that travelers most often look to friends for suggestions of places to go and things to check out when planning a trip.  Those suggestions typically come in the form of e-mail or social networks posts, so KLM is eliminating the pain point of having all those suggestions in e-mail or list form by enabling your friends to input them directly.

My favorite part of this whole experience is how KLM is bridging the digital and physical worlds.  Once your map is complete, KLM will send you a hard copy of the map within three weeks.

Check out the explanation video below.  Anyone know the agency behind this?

UPDATE: This was created by the good people at Code D'Azur.

Two Attempts To Stop The Harlem Shake - W+K NY & Freddie Wong

I've never seen a meme explode so quickly as the Harlem Shake craze (there's currently 4,000 harlem shake videos per day being uploaded).  If you want background on the phenomenon, check out this YouTube trends blog post.  At the same time, I've never seen a meme become so immediately and thoroughly tiresome.  When the anchors of the Today show are doing it, you know that it's time to take it out behind the barn and put it down for good.  Thankfully, people more talented than I are doing their part in putting an official end to this phenomenon.

First up YouTube star Freddie Wong:


And the good people at Wieden + Kennedy New York bringing an old meme into the mix:
And finally, the guys at Vice have a good write up about why the Harlem Shake as currently imagined is but a shell of it's former self and generally sucks.

Topshop/Google+ - The Future Of The Fashion Show

Lately there's been a trend in terms of fashions shows bringing the audience closer to both the catwalk and behind the scenes of the show (see the recent interactive Adidas Fashion Show).  Now Topshop has teamed up with Google+ to launch what it's calling 'The Future Of The Fashion Show.'  The show itself takes place at the Tate Modern, but a host of tech will make the experience incredibly rich for the audience online.  The desire is to give viewers the ability to see the show from every point of view including the makeup artist the audience in the front row and even a first person view from the models as they walk down the runway (using micro HD cameras).  As the Telegraph writes:

Google+ will offer its users exclusive digital diaries by four of Topshop's famous model faces - Cara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good - in their 'Road to the runway' series which will track each of the models from their first fittings for the show to the moment they hit the catwalk.

Via YouTube, Topshop will broadcast not only the live show but a 'red carpet hangout', allowing viewers to join in the hustle and bustle of the celebrity arrivals at the show, and using Google's 3D streetmap technology you'll be able to explore the show's exciting venue, The Tanks at Tate Modern.

Other aspects include a 'Be The Buyer' app which will allow fans to create their own mood boards from the pieces on the runway, as well as video advice from International buyers and Topshop's in-house team offering tips to aspiring young buyers or fashion enthusiasts. An animated Google+ photo booth has also been installed in the brand's flagship Oxford Street store allowing fans to upload their looks to an interactive digital window immediately.

Check out the video below that demonstrates how it all comes together & tune in on Sunday, February 17th at 3PM (GMT).

Nivea - Stress Test

I love this fantastically executed stunt from Nivea in Germany to promote their Stress Protect line.  Nivea's agency, Felix & Lamberti, setup an elaborate ambush in an airport waiting lounge, making it seem that the targeted person was wanted by the police.  I don't want to spoil the video, so I'd just suggest you watch below.

Valentine's Day - Nivea, Sky, & Ikea

In honor of the most Hallmark of holidays, I thought it'd be nice to show few examples of Valentine's Day executions that stood out in my mind.

Nivea - A Date To Remember
Nivea is promoting their new Stress Protect deodorant range which 'provides proven protection under stress, so whatever happens, you can stay cool and confident.'  Developed by Agency Republic, A Date To Remember is billed as the first date that the user controls.  The interactive YouTube experience allows the user to choose how the date (awkwardly) unfolds while showing the stress level that the 'ordinary' girl is experiencing.  Check out the trailer below and have a play around with the experience on the Nivea UK YouTube channel.



Sky Germany
This ad from Sky in Germany reminds football fanatics the potential risks of forgetting Valentine's day, More importantly, it just goes to show that everything is better in slo-mo.


IKEA - Australia
A love this Valentine's day print ad from IKEA in Australia.  See below.  No further explanation needed.

amusing Valentine's Day offer—a free crib for babies born nine months from today.

EasyWay Language Center - Subtitles

A bit of background, Brazil-based EasyWay language center is primarily targeted at foreigners living in Brazil (eg. student and ex-pats) looking to learn Portugese.  You may remember the innovative use of the Chrome speech input functionality that they used as part of their web experience a few months back (see previous post here).  Now EasyWay has launched another service that uses Google technology in a clever way.  Their agency, Loducca, has created a browser based experience that helps people learn Portugese by providing subtitles for Brazilian TV in any language.

The website provides real-time subtitles to the major Brazilian TV channels by combining old school closed captioning technology and Google Translate.  Here's how it works:  EasyWay has a computer hooked to up to TV set 24 hours a day.  The computer captures and uploads the closed caption data to be translated on the website.  Users visit the site from their mobile device (or laptop I suppose) and choose their preferred language & TV channel.  Voila!  The subtitles for the program are displayed on their second screen, synced up to the TV broadcast.  Check out the video below for a better explanation.

Final Superbowl Thoughts

Contagious has a good Superbowl Advertising roundup which can be found here

My personal favorite spot was Samsung Next Big Thing with Paul Rudd, Seth Rogen, & Bob Odenkirk.  I love the shots that they took at AdLand (I counted at least five).


The VW 'Get Happy' Superbowl ad generated a whole bunch of controversy with many people calling the spot offensive and even racist.  I was surprised that nobody has really picked up on this response video from Red Strip that ran during the game.  Everyone was swooning over the Oreo blackout execution, but the way that Red Stripe responded and attempted to insert themselves into the debate around the ad was incredibly smart in my opinion.  See below.



VW had a backup ad created for the Superbowl, but decided to run the 'Get Happy' ad after the teaser spot had significant response on YouTube (see the behind the scenes article).  I'm wondering if this ad below isn't the backup spot.  Personally I prefer this to 'Get Happy.'

Sodastream Ad Banned From Superbowl

A few weeks back I featured a Sodastream ad that was banned in the UK because 'denigrated the bottled drinks market.'  Ridiculous, but to be fair the advertising standards in the UK are far different than the US.  Essentially, denigrating or drawing unfavorable comparisons to your direct competitors is not allowed.  I noted that Sodastream would be running a similar spot during the upcoming Superbowl.   The Superbowl spot was created by former CP+B principal, Alex Bogusky and ridicules both Coke & Pepsi for their harmful effects on the environment.  Now word has come down that Superbowl broadcaster CBS, having screened the Sodastream Superbowl ad, have decided to ban it.  According to Forbes 'CBS banned SodaStream’s Super Bowl spot because, apparently, it was too much of a direct hit to two of its biggest sponsors, Coke and Pepsi.'

You can see the banned spot below.  Please watch it and share it.  Seriously.  I usually refrain from expressing too many of my personal opinions, but I find the ban absolutely outrageous.  Past Superbowl spots could have been deemed offensive to any number of people (GoDaddy anyone?).  Now that a spot offends two of the biggest advertisers in CBS's stable, the advertising standards people step in.  Effective creative communication is one of the great equalizers in marketing.  Coca-Cola & Pepsi are big boys, with big budgets and access some of the best agencies/creative talent in the world.  Sodastream should be allowed to compete freely with Coke and Pepsi in the marketplace of ideas in order to persuade customers to choose their products.  It's just that simple.

On the plus side, Sodastream just saved itself a significant percentage of their overall marketing spend (the going rate for a Superbowl spot this year is nearly $4 million for 30 seconds).  I expect they'll garner a huge amount of PR/buzz due to the ban, as was the case when the UK commercial was banned.

Dodge Dart Registry

I was blown away when I first saw this idea for the new Dodge Dart.  Developed by W+K, the Dodge Dart Registry works like a normal gift registry, but for purchasing a car.  The Dart is targeted at a younger audience who typically can't necessarily afford a car.  The potential buyer picks out the features they want, then invites their friends and family to sponsor parts of the car as gifts.  Once they reach the fundraising goal, they are the proud owner of a brand new Dart.  As Dodge says, it's an entirely new way to buy a car.  Check out the intro video below.

The reason I love this idea so much is that it's grounded in consumer truth and presents a new twist on existing consumer behaviour.  In hindsight, this idea is almost inevitable. The rise of crowd funding sites such as Kickstarter and Indiegogo has been relentless, so it was only a matter of time before that funding mechanism spilled over into the main stream for big-ticket items.  Additionally, the idea of a gift registry has been around for years.  More recently, the idea of contributing cash/funding to a wedding registry to make one large purchase (such as a honeymoon) has become commonplace.  Combine all of these factors with the insight that the target audience often needs help to finance a new car purchase and you can see how it all comes together beautifully.  Have a look around on DodgeDartRegistry.com

Durex - SOS Condoms

Some of you may remember the Cannes winning VIP Fridge Magnet service for Red Tomato Pizza in Dubai from last spring (see case study here).  Now Durex, along with their agency, Buzzman, have launched an interesting branded service in Dubai.  Based off the insight that you never have a condom when you need one, Durex has launched a delivery service that will bring you a condom, wherever you may be, within an hour.  It's a nice take on branded utility for a mobile app and is definitely a new twist on location based technology.  Again, good to see mobile apps that actually give something back to the user (and in this case also promotes safe sex)   Check out the overview video below.


The campaign/app has been successful enough in Dubai that Buzzman and Durex are running a competition to decide the next city that will get the SOS service, so feel free to head over to SOS Condoms to vote for your city.

hat tip: Adverblog

McDonald's - Track My Maccas

The recent Tesco Horse Meat scandal has put issues of supply train integrity and brand transparency front and center.  It's been interesting watch McDonald's (across various regions) dedicate significant time and effort to behave in a more transparent manner.  The McDonald's - Your Questions campaign was featured on this blog a few months ago, but even that effort pales in comparison to the recently launched 'Track My Maccas' campaign.  Track My Maccas is an app that provides McDonald's customers with a vast amount of information about where the various parts of their McDonald's meal were sourced.  As the good folks over at Contagious describe:

Once downloaded onto a smartphone, the TrackMyMaccas app uses GPS and image recognition, combined with date and time information, to find out where and when a particular McDonald's menu item has been purchased. It then overlays that information with data from McDonald's' supply chain in real time. Finally, it serves up an immersive and entertaining story about where the food has come from.
Using augmented reality, the app then transforms the restaurant table into a farmyard, showing where the beef was sourced, or the ocean, if the main meal was a fish fillet. The story unfolds differently depending on exactly where diners are in Australia.
People can also meet the suppliers, for instance, farmers, fishers, bakers of burger buns, etc, and find out how long they have been working with McDonald's.

The app, developed by DDB Australia, is a fairly mind-blowing effort from both a logistical and a technical perspective.  I also appreciate the effort taken to make the resulting information/data both interesting and entertaining, rather than simply presenting it in a dry, tabular way.  Check out the video below that shows off the Track My Maccas app.
hat tip: Contagious

Hessian - A Brand In Search Of A Product

Here's a really fascinating idea from identity and product designer, Ben Pieratt.  He begins with the Walter Landor quote 'Products are made in the factory, but brands are created in the mind.'  Typically a brand is inextricably intertwined with an actual product.  Even if the portfolio has expanded far beyond the original product, the brand DNA is often anchored in that original product (eg. Nike).  In many cases there's reference to some sort of origin story for the brand or it's component elements (eg. the Nike swoosh).

Pieratt's fascinating idea is the complete opposite of the typical brand story.  He's created a complete brand identity, Hessian, that's essentially a tabula rasa for whatever company is willing to purchase the brand identity and associated assets.  In short, he is selling the brand completely independently of any product.  He's created what could be a compelling brand for any number of products, be it a store, an apparel line, a restaurant, a service, etc.  As he explains:


The core thought with Hessian.tv is that, as designers, we naturally see solutions to problems/opportunities we can’t help but notice in the market. We have concepts that we know are valid and worthwhile, and not only that but we instinctually know how they should be launched, how they should look, how they should work, and who their target audience should be.

HOWEVER, as anyone who has tried building something knows, the actual production and launch of a great idea is incredibly difficult. Not only that, but, as Svpply taught me, launching, leading, growing and managing a product is an entirely different skill set than most designers have or want to have or should be expected to have.

Inversely, there are oceans of MBAs, Managers and Entrepreneurs out there who are passionate and talented at the actual building and leading of companies, but may not actually be great at identifying worthwhile problem/solutions in the market.



It's a genius idea and I'm anxious to see how it progresses. Check out more at Hessian.tv

hat tip: Kottke

Target - Tweet To Runway Show

I'm pretty much a sucker for real(ish)-time video response campaigns.  Old Spice pioneered the format, but other brands have taken up the mantle in new and interesting ways.  The latest Twitter --> Video response campaign comes from US retailer Target.  The Everyday Collection campaign, conceived and developed by mono, is an unlikely fusion of high style with food and various household items like kitchen rolls, detergent and diapers.  The idea was to create a fashion show with a couple twists.  Rather than show off high-fashion, the models were showing off everyday items from Target.  Furthermore, the featured objects were chosen based off tweets mentioning said objects, often in humorous or otherwise quirky ways.  Basically taking the banal and turning it into something more.

In total, more than 150 videos were created, all of which were featured on the Target YouTube channel as well as the Every Day Show site.  Each video shows the original Tweet and those Twitter users featured were given Target gift cards.  In general the response video is a nice mechanic to create a personalized digital artifact for a select group of people.  It also has the benefit of ensuring that the people featured will then spread the artifact (and campaign) among their own social network.

Check out the highlight video below, some of the videos are quite amusing, but to be honest most don't really land well.  It just goes to show that execution is everything.  What sounds hilarious when read on Twitter becomes something completely different when delivered by a model.  Regardless, it's a nice effort from Target and their agency, it's just tough to top some of the campaigns that preceded this one.

Southern Comfort - Comfortable Weather Guy

The 'Whatever's Comfortable' spot developed by Wieden + Kennedy for Southern Comfort was one my favorite ads of 2012.  IMHO, everything about the advert was pretty much perfect, absolutely nailing the brand tagline of 'Whatever's Comfortable' in a delightful way.  Given the popularity of the spot, it's no surprise that the brand is extending the duties of the Comfort man character.  The Comfortable Weather Guy site features the eponymous character against a backdrop of whatever the weather is in your particular city.  You can also see Comfort man deliver the weather (against an appropriate backdrop of course) anywhere else in the world.  It looks like there are about sixteen different videos that are matched up to the particular weather at any given time. Check out the original spot below as well as the different weather videos or just head over to the website and have a play around yourself.  Silly?  Yes.  Pointless?  Somewhat.  Entertaining?  Most definitely.

A Few Things I Like But Don't Have Time To Write UP - Microsoft, Call Of Duty, SPIES Travels

Microsoft Internet Explorer - Child Of The 90s
Check out the video for the new Internet Explorer that resonates nicely with the target audience (eg. people my age) by tapping into nostalgia for the 90s.  It's a nice way to encourage people to give Explorer another try.  As they say in the ad 'You grew up. So did we. Reconnect with the new Internet Explorer.'



Call Of Duty 2: The Replacer
I love this spot because it's so different from most videogame launch ads.  The Replacer, created by 72andsunny, is a nice take on the idea that there are always things getting in the way of playing a new videogame.  Sort of reminiscent (on a smaller scale) of the NAB Stand-Ins campaign from a new months back.


SPIES Travels
Here's a fun little experiment from Danish travel company SPIES travels and their agency, Robert/Boisen & like-minded.  To encourage travelers to book a vacation in warm climes, they went to some extremes to show much energy you get from a sun filled holiday.

Telstra New Year's Eve App

We had a session at the Google Creative Sandbox in Cannes last June with James Hilton of AKQA.  Among other things, we discussed the potential of mobile and product design in general.  He said something that really stuck with me; unless an experience is useful, usable or delightful then it's just contributing to the digital landfill.  Unfortunately many brands seem to ignore that advice and pump out ill-conceived mobile apps or experiences that meet none of the aforementioned criteria.  That's why I love this app developed by Australian Telco, Telstra for New Year's eve in Sydney.  The app has a host of features to enhance and amplify the experience of fireworks goers in Sydney.  As the good folks over at Contagious explain:

Throughout the night, four Telstra Colour Moments will automatically sync phone screens with the lighting on Sydney Harbour Bridge, and the fireworks displays around the bay. The screens will light up, becoming a visual extension of the show. 

Message the Bridge, another function on the app, enables users to write and submit their very own New Year's message - with 1500 of these being displayed on the pylons of the bridge over the course of the night. A dedicated Facebook app lets people without a smartphone send messages to the bridge. 

Telstra has also included features to help the public get the most from the evening: the maps function, for example, details the best vantage points from which to see the fireworks, and includes information on reaching each one; and Midnight Messages enables users (on any network) to pre-load 50 SMS messages which Telstra will then send out to their loved ones, free of charge, at midnight. 

Telstra also streamed the fireworks on their YouTube channel for those folks who couldn't attend in person.

Overall the Telstra App is just a great example of a mobile application that meets all of the criteria.  It's useful (best vantage points via maps, rules about what you can and can't bring to the fireworks, etc.), usable (nice UX in the app, but also the ability to pre-load SMS messages to send at midnight) and delightful (become part of the larger experience via the Telstra Colour Moments, Message The Bridge).  Check out the demo video below.

hat tip: Contagious

Newspaperswork - 6 Things YOu Can Miss While Reading A Newspaper

I somehow missed this prior to the holidays.  The guys at Duval Guillaume recently created this lovely video in order to promote Newspaperswork, the marketing platform for all Belgian newspaper publishers.  In the video, three of the top advertising executives in Belgium are offered a free ride to work in a chauffeur-driven sedan.  Ostensibly they've been offered the chauffeur service so that they'll have time to read the newspaper on their way to the office.
Rather than ruin the payoff, I'd ask that you just watch below.

It's an incredibly clever and interesting use of video to demonstrate the power of print.  Very meta.

Nokia - Open Song Project

Nokia is promoting the new Lumia 920 and the power of the phone's Pureview camera system.  As part of the campaign, Nokia's advertising agency Naked Communications recently launched The Open Song Project.  It is a collaboration between Nokia and Danish Rock Orchestra Spleen United that allows users to interact with the band's song 'Hibernation' to create a bespoke music video.  The hook is that each user can create their own individual version of the video from the sixteen different sequences that appear in the song.

All the videos have been shot with the new Lumia 920 without filters or edits.  Whether or not the link back to the phone is particularly strong, the interactive nature of the project is really exciting.  The band isn't launching the song as a standard music video, instead putting it out there for people to create their own versions.  Users can save and share the version of the video that they create, meaning that there is no 'official' music video, only fan creations from the component parts.  It's sort of like a easily accessible version of Kutiman or a less collaborative version of Jam With Chrome.

Check out the video below or head over to The Open Song Project site to create your own version (note: too bad it's done in flash or else it'd make a hell of a Chrome Experiment.)

BMWi Born Electric

Here's a nice bit of mobile advertising.  The BMWi Born Electric campaign allows users to take a virtual test drive in the BMW i8 or i3 concept car with Google Maps and Street View.  After selecting one of the concept cars, users are put in the drivers seat and can choose a route that they want to take to any location or one of many landmarks in different cities.  Users are given an in-car perspective and given a view of their route via Google Streetview.  An accompanying map shows the location on the route and how much power is left in the electric battery.  If you select the 'Interior 360' option you can pan around inside the car and get a 360 degree interior view of the car and a 360 exterior view of your location in Street View.

Targeted at city dwellers, the mobile experience is a really nice way to put the experience of the i3 and i8 into the users hands while showing how electric cars can easily fit into their existing urban life.

Have a play around with the London experience.

Subaru EyeSight

So how do you demonstrate a relatively dry product feature (collision avoidance system) of the new Subaru?  That was the challenge addressed in this delightful video.  Subaru decided to use mini electric cars to demonstrate the power of their new Eyesight collision avoidance system.  They outfitted hundreds of these mini cars with stereoscopic cameras and miniature speakers that emitted different sounds when the system was engaged.  The resulting video is a delight both visually and aurally.  Check it out below.

via Adverblog

Lynx Space Academy

Space is all the rage these days and Lynx (Axe in the US) is getting into the act by sending people into space.  As part of the massive multi-agency campaign Lynx is recruiting males from across the world to take part in the contest.  There will be 22 winners, with the campaign running in 77 countries around the world.  The semi-finalists will head off to Space Camp and the lucky winners fly up to 103km with the space tourism company, Space XC.  They also enlisted legendary astronaut Buzz Aldrin for the initial promo video (see below.)


The campaign lives on YouTube, Facebook and a separate Lynx Apollo campaign site.  Lynx has also created a series of videos to promote the campaign.  The general insight seems to be that nothing beats an astronaut.  The videos show astronauts effortlessly pulling ladies left, right and center (see below).  It'll be interesting to see how much of a boost/halo effect this campaign gets from the success of the Red Bull Stratos project.  To be fair this campaign was in development long before the Felix Baumgartner jump, but the buzz generated by Red Bull can only help to amplify the Lynx effort.

Send A Tweet, Get A Cookie

Here's a nice piece of student work.  As Design Taxi writes:  

To reward Twitter users, Sweden-based Daniel Jansson, Alexis Morin and Sharon Williams of Umeå Institute of Design have created a cookie box that gives out the sweet treat when users post a tweet with a certain hashtag on Twitter. 

Called the ‘UID Cookie Box’, it reacts to tweets through lighting, and even refuses to give you another cookie if you had just gotten one—to help you watch your weight, maybe. 

You could easily imagine this extending out to brand usages where a tweet (or any social action) acts as  the currency to power a vending machines.  Basically the next (automated) evolution to things like the Twitter powered Special K pop-up shop in London from a few months back.

via Design Taxi

Homepage For The Homeless

I love this idea from Australian charity Ladder and agency GPY&R Melbourne.  Homepage For The Homeless is basically a twist on affiliate marketing.  Based on the simple fact that a tremendous amount of holiday shopping is done online, they asked users to change their homepage to the 'Homepage For The Homeless.'  The homepage is just a portal page featuring major retailers such as Amazon, iTunes, Deals Direct, etc.  Users who started their journey on the Homepage For The Homeless and then went on to purchase on a participating site had 15% of their purchase value donated to the homeless.

It's an incredibly simple way for internet shoppers to do a little bit of good during the holidays.  The ask on the part of the user is incredibly small and yet the (altruistic) reward is potentially huge.

A Few Things From The Holidays Worth Noting - Mobile Orchestra, PNC Christmas, Starbucks Spread The Cheer

AKQA Mobile Orchestra
A lovely collaborative mobile experience from AKQA: 'to celebrate the holidays, AKQA teamed up with members of the Pacific Chamber Symphony and Mussic Director Lawrence Kohl to create a synchronized mobile orchestra.'  See the video below or experience it at mobileorchestra.com

PNC Twelve Days Of Christmas

For nearly 30 years US-based PNC bank has calculated a yearly Christmas Price Index.  The CPI (as they call it) shows the current cost for one set of each of the gifts given in the song 'The Twelve Days Of Christmas.'  For the past several years PNC has also create immersive digital experiences that bring the CPI to life.  This year's 12 Days Of Christmas Experience is particularly well done.  Check it out here.

Starbucks Spread The Cheer
When will brands learn that campaigns inviting user participation have the potential to backfire?  You'd think that moderation of these campaigns would be the default after mishaps like McDonalds #McDStories.  Starbucks is the in a growing list of participatory campaigns gone horribly wrong.  Before the holidays the coffee giant invited the twittersphere to send out some holiday cheer, using the hashtag '#SpreadTheCheer.'  Instead the company received a bombardment of tweets criticizing the company, particularly the low tax rates that the company pays in the UK (background: a couple weeks prior Starbucks was dragged in front of Parliament to address tax avoidance accusations).  If that's not painful enough, Starbucks had also setup #SpreadTheCheer screens showing live tweets at the ice skating rink in front of the London Natural History Museum.  #FAIL.  Huffington Post has some of the choice tweets here.

Google Zeitgeist 2012

Tis the season for annual wrap ups and best of lists.  In my (extremely biased) opinion nobody does it better than Google with their annual Zeitgeist video and dedicated site.

The website allows you explore what was popular in 2012 through various searches, images as well as providing breakouts by country and categories such as TV shows, films, athletes, etc.  It's amazing to me how quickly I forget what was big news during the year, so it was a revelation to spend some time playing around on the site and exploring the year that was 2012.  Head on over to Google Zeitgeist 2012 to explore.

As in past years there is also a moving video and emotionally evocative video that recaps the year as Google sees it.  Check it out below.

Ingress

William Gibson wrote in one of his books that 'cyberspace is everting.'  Simply put the digital world is spilling out into real-world experiences.  We've really just scratched the surface of the marriage/interplay of the digital and physical worlds that's enabled by ubiquitous connectivity and mobile devices.  The augmented reality and mobile location based technology that's cutting edge today will most certainly seem quaint in just a few years.  The recently launched global alternate reality game, Ingress, gives a sneak peek of what (I believe) will become more pervasive and incredibly common in the not too distant future.

So what is Ingress?  It is a new location-based augmented reality game from Google-owned Niantic Labs.  The premise is that the world around you is not what it seems.  The game puts you and your smartphone (Android only at the moment) in the middle of a global battle between two sides that plays out in real life all around you, regardless of where you live.

As AllThingsD explains: 'Users can generate virtual energy needed to play the game by picking up units of “XM,” which are collected by traveling walking paths, like a real-world version of Pac-Man. Then they spend the energy going on missions around the world to “portals,” which are virtually associated with public art, libraries and other widely accessible places.

“The concept is something like World of Warcraft, where everyone in the world is playing the same game,” Hanke said. Players are on one of two teams: “The Enlightened,” who embrace the power, or “The Resistance,” who fight the power. Anyone can play from anywhere in the world, though in more densely played areas there will be more local competition for resources.
Outdoor physical activity is a big component of this, though driving between locations isn’t banned. “You’re like a rat in a maze on the phone,” Hanke said. Then, back at your computer, you can review the larger area and gameplay.'

It's really a magical experience and even more so when you consider that there's no discreet start and stop to the game.  It could go on for several years as a sort of constant background activity that we engage with when out in the physical world or as part of our daily routine such as commuting.  If you look at the popularity of MMORPG and extrapolate that out into the real world, you can see the massive potential behind such games (and I wonder if there will be a the equivalent click-sweat shops and selling of characters for real-world MMORPGs like currently exists for games such as World Of Warcraft).  Anyhow, the video below gives you an additional sense of what it's all about.  If you're interested you can head over to the Ingress site to get an invite to join in the game


hat tip:  Matthieu De Fayet for reminding me to write this up

More Great Stuff From Google - Jam With Chrome & Google Search App

Besides the recent launch of Google Maps for iOS, there's been a ton of great stuff coming from Google lately so I thought I'd shout out a few things you may or may not have seen.

Jam With Chrome
If you haven't seen Jam with Chrome, you really must check it out.  The latest Chrome Experiment is absolutely mind blowing from a technical perspective as well as demonstrating what's possible these days with just a web browser.  Jam With Chrome allows you to invite friends into a live ‘Jam’ session to play any of 19 instruments to collaboratively create music from within the Chrome browser from anywhere in the world on pretty much any device, all in real-time.  It's hard to describe how cool this is without experiencing it yourself so head on over to Jam With Chrome and/or check out the video below.
Ads For The Google Search App
How promote the knowledge graph & voice search integration in the Google Search App in a way that communicates the power of those features without coming across as too techy?  Venables Bell & Partners nailed it in these spots.  Check them out below.

SodaStream Responds To Their Ad Being Banned In The UK

This ad from Sodastream, home carbonation system that lets you make your own soda, was banned in the UK because it 'denigrated the bottled drinks market.'  Ridiculous.  In response, SodaStream launched a protest TV ad showing a black screen and inviting the users to watch the original/banned ad on YouTube.  The banned 'Sodastream Effect' ad has gone on to garner a ton of views and attention in the press.

Sodastream have also decided to run the 'Set The Bubbles free' ad during the Superbowl.  This just shows that YouTube can give a voice to the disenfranchised, whether they be brands or individuals.  Another interesting tidbit is that the agency responsible for the ad is Common, which is headed by Alex Bogusky who left cp+b two years ago to become a consumer advocate and has previously gone after the soda manufacturers through campaigns such as the real bears.

See below for the censored version of the ad that Sodastream ran on TV as well as the banned ad that lives on YouTube.  It's a great piece of creative and generally just a great way to turn lemons into lemonade (to use a tired ass cliche).

The replacement spot that ran on TV



The Banned Ad

TomTom - (Almost) Makes A Viral

TomTom, the maker of various GPS navigation devices, positions itself as the navigation option that 'Gives You More.'  They're running a competition/game that gives you the chance at winning 'More' prizes during the holiday season.  Nothing particularly new there.  What is new is their approach to promoting the TomTom Gives You More game.

To promote our new competition at http://www.tomtom.com/more, we really, really tried to make a great video. But because we spent our entire advertising budget on thousands of great prizes and presents for you, this "viral" might not be as impressive as we would have liked. Sorry.

In short, TomTom has admitted that they're creatively bankrupt and instead made an (almost) viral based off previous viral hits.  This is not unlike the Jennifer Aniston Smart Water 'Viral' from a year or so back, but I love the tongue in cheek nature of this video.  For instance, the end of the video states 'We know this 'viral' video probably isn't as impressive as you are used to, but we spent the entire advertising budget on prizes.'

See if you can spot all the various viral video references below.


hat tip: Buzzilla

Diesel - Pre-Internet Campaign

Diesel is launching a 20th anniversary edition of their YUK shoe and supporting it with their 'Pre Internet Experience.'  Developed by SMFB, the relaunch of the 1993 shoe encourages users to go back to those pre-internet days by challenging you to go offline and not post on Facebook, Twitter & Instagram for three days.  Those who can abstain from social networks for 72 hours have the chance to win a pair of the boots.  Ironically the campaign uses a dedicated website and Facebook to encourage participation in the contest, asking questions like 'When did sharing become annoying, and liking just a pointless online gesture?' and 'Why do you know what your friend's lunch looks like, and how is this making the world a better place?'

The campaign differentiates the YUK shoe by billing it as the pre-internet shoe, 'no tracking, no timing, no wall posting, no bullshit.'  Clearly a dig at sensor enabled shoes from Adidas & Nike while encouraging users to 'Take a little break from your life online.'

Diesel have also created a series of videos that make fun of the current state of footwear affairs by chronicling a fictional GPS artist and Parkour athletes.   See below.




I predict we'll see a lot more activity aimed (ironically) at encouraging users to disconnect.  I expect to see more and more brands looking to enable or co-opt the movement to disconnect for periods of time as a way of coping with information overload and constant connectivity.   Basically brands looking to enable a 'digital sabbath' once a week or the like.

Other Things I Like (But Don't Have The Time To Write Up): ESPN Born Into It & Slap Jamie Oliver

ESPN - Born Into It
In advance of last weekend's Manchester Derby, ESPN released 'Born Into It.'  The commercial, created by W+K, shows the passion and loyalty that two fans feel for their respective Manchester teams through a nice split screen video experience.  I particularly love the companion video which educates Yanks such as myself who may not be familiar with the Brit/Mancurian slang used through the spot.  So good.   Check it out below.

Slap Jamie Oliver
Christmas has come early (at least it has for me!  This interactive video promoting the upcoming launch of Jamie Oliver's new food channel allows you to slap him as well as interact with his kitchen by throwing food at him all via clever usage of YouTube annotations.  Have a play around below.

Two Nice Uses Of UGC From Brands - AT&T and EE

EE is the name the recently launched 4G brand from the owner of Orange and T-Mobile.  They & their agency, Poke, have leveraged the huge UK viral hit Fenton (JESUS CHRIST IN RICHMOND PARK) as part of their comms around the speed of their 4G network.  They've taken the original video and 'Remastered it' in epic form.  Users can switch between the original video and the “Fenton 4GEE Remaster” on the EE YouTube channel.  The premise is that everything on YouTube looks amazing on the EE 4G network.  The video will also be featured in the EE retail stores and feature heavily across all of the 4GEE digital activity.  Whether the remastered version actually demonstrates the speed of their network is up to you to decide, but it's a clever way to leverage the success of the UK phenomenon that was Fenton.


AT&T (another telecom company in the US) is also using UGC to promote their 4G network.  In this case, AT&T (and their agency, BBDO NY) took a piece of user generated content that had been making the rounds on YouTube called 'Hello' and used it as the premise for their latest TV commercial.    In the original video was from a high school football scrimmage and showed a player doing a flip over a defender.  As the video description says:

'Hello" demonstrates an amazing moment being shared across the country on the nation's largest 4G network, AT&T. It starts as an amazing football play seen by a few people. But once posted, it becomes a moment the entire country can enjoy, and something that builds to an introduction our hero will never forget.'
Personally I find this a much more believable use of UGC in a branded context as it naturally reflects the way that people view, share and discover new content while also positioning AT&T in the middle as the facilitator/service provider through their 4G network.

Sony - DSLR Clueless

'All the gear and no idea' is the rallying cry for this campaign from Sony for their NEX range of cameras.  Over the past couple years the sales of pocket cameras basically dropped off a cliff due to the rise of smartphones.  The corresponding decrease in price of DSLR cameras has meant all sort of people buying super high quality cameras, even if they have no need and no idea how to use it.  That's why I love this campaign, which was developed by Havas Sydney.  It's based off simple truth that most people with DSLR cameras have absolutely no idea what the hell they're doing.  They've produced eight different spots, each centered around a different type of DSLR idiot.  It's a great way to promote their range of NEX cameras that have the same sensor size and take the same quality pictures as the DSLR.  A nice touch at the end is the call to action for viewers: 'Remind you of someone? Share it with them.'

Check out the spots below or head over to the Sony DLSR - Gear, No Idea YouTube channel.
Additional Articles: Inspiration Room |

Radi-Aid - Africa For Norway

The holiday season is upon us...besides being bombarded with consumer messages and saccharine holiday songs, it's also one of the most active times of year for charity organizations soliciting aid and donations.  A little over a week ago the Norwegian Students and Academics International Assistance Fund (SAIH) released an amazing campaign, entitled Radi-Aid.  The faux charity video is a spoof on the typical Band-Aid/We Are The World type call for action videos that are often full of patronizing language and imagery.  The premise is simple...if viewers knew nothing of Norway and saw the Radi-Aid video, what would they think of Norway?  Now apply that logic towards Africa and the aid campaigns that exploit the perception and imagery of a continent full of nothing but poverty, AIDS and crime.

SAIH is trying to reframe the typical fundraising campaign and striving to 'promote a more nuanced image on countries in the global south than is usually portrayed in the media and by some charitable organisations and fundraising initiatives. While there are negative issues that need to be reported and a lot of organisations are doing very important work, we are frustrated at the constant repetition of the same negative images. Since the narrative tends to be the same as it was when development assistance first started some 50 years ago, it might give the impression that none of these efforts have produced any results and thus lead to apathy.'  Check out the video below.
The Guardian has a great article on the campaign and you can read more on the Radi-Aid: Africa For Norway site.

Juicy Couture - California Dreaming

We talk often talk about the various content triggers that get people to watch, view, share, participate, etc.  This Juicy Couture video, directed by Terry Richardson and featuring supermodel Candace Swanepoel hits a number of content triggers.  That alone would be enough to guarantee substantial views.  What makes this particularly interesting is how they've used annotations throughout to make every single frame of the video shoppable.  Click the annotations at any point and users are taken directly off to the purchase page for that particular item.  Really simple and clean, no crazy microsite or custom experience, just good content and an easy way to buy.

hat tip: Digital Examples

Two Nice Stunt Videos - Sony Xperia & Red Stripe

I keep thinking that stunt campaigns are somehow going to die off, but the public appetite for them shows no sign of slowing down.  What's more impressive is that agencies keep coming up with new and innovative ways to communicate a clear product message through stunt videos.  The latest hot stunt was developed by CP+B Stockholm to promote the new waterproof Sony Xperia phone.  During screenings of the new James Bond film, Skyfall, several  of the waterproof phones were hidden inside free soda cups given to random viewers.  It's a nice way to demonstrate the main USP of the phone in a way that fits nicely into the overall theme and feel of the Bond film.  Check it out below...I do question how the hell the people managed to get a drink without noticing that there was a phone embedded in their massive Coke.


Another delightful stunt comes from Kessels Kramer for beer brand, Red Stripe.  For one day only, a corner store became a giant musical instrument, playing 'A Message To You, Rudy.'  Products on the shelves and items left scattered around the store part of an ad-hoc orchestra, triggered when a customer chose a Red Stripe from the shelves.  Just a really nice way to reward customers who choose your product with a delightful and unexpected experience.  Check out the video below and it's also worth checking out the behind the scenes video as the 'making of...' is fascinating.

Movember - David's Big Problem

A bunch of us around the office raised a nice chunk of change for Movember (BTW - it's not too late to donate to the Google UK team or me directly).  I was shocked to look at the Movember.com leaderboards and see that Canada is crushing the rest of the world in terms of money raised. I suppose it should be no surprise that the best creative (IMHO) supporting November comes from the Canadian arm of creative agency, TAXI.  Check it out below...so good.
via Leon Bayliss

Old Spice - Dikembe Mutombo's 4 1/2 Weeks To Save The World

It's the latest campaign from Old Spice.  Why even bother explaining it when we both know that you're going to watch it and play around with it regardless of what I say.

Seriously though, it's amazing what successful advertising can do and the halo effect it can for future campaigns.  The folks at W+K continue to do great work for Old Spice, but they could literally do anything at this point and the Internets would be abuzz about it.  So head over to Old Spice Saves The World (shame it's not happening on YouTube this year).

Quick overview:  Former NBA Great Dikembe Mutumbo has 4 1/2 Weeks To Save The World.  Each week will feature a different game or challenge for Old Spice fans to help Mutumbo keep the Mayan prophecy of the world ending on December 21, 2012.  The entire event is also showing a livestream with a countdown of a machine carving a Mayan gliff.

Let the randomness and hilarity begin!