I always believe that initiatives/campaigns proposed either internally by agencies or ”externally” driven by client, need to be maintained in a passionate way in order to make it work. And by passionate, I mean, people who are inspired from within to want to do it, instead of doing it simply cos of the ”I-was-told-to-do-it-as-part-of-my-job-scope” mindset.
Some initiatives work, some fail. Most of the time I feel, this has more to do with the people behind executing it (not the ideas people though) than the nature/objectives of the campaign.
Volkswagen in Sweden commissioned DDB to do up a ‘Fun Theory‘ site which uses the idea of ‘fun’ to change people’s behaviour for the better. The public could submit videos/ideas and the winner got to win 2500 pounds. It could be anything, from encouraging people to take the stairs instead of the escalators, to making people obey the speed limit by making it fun to do so.
Check out some of the videos, and because the ultimate objective is to change people’s behavioural attitude for the better, I believe some of these ideas can be executed practically in many day-to-day situations All we need now is for the relevant authorities to hear the site out…hmm
A 2-minute film by Dulux – Let’s Colour Campaign by Euro RSCG London.
Love the vibrant colours!
And just fyi – all the people in the film are real people who got down to doing all the dirty work.
To complement the film – they also did 4 documentary videos film which demonstrates how universal colour is to different cultures etc. The below video delves into the deep relationship the people of India have with colour.
There is also their blog here which documents their behind-the-scenes stories and also practically anything about colour
We all need some colours in our lives to brighten up..don’t we?
Brownstein bought Google ad words for the creative directors’ names, which cost him $6. “No one else was bidding on (the names),” he tells us, “so I got the top spot for like 10 cents a click.” This got him interviews with everyone except Granger. Reichenthal and Vitrone are both at Y&R NY and the rest is history.”
Paris Ikea had 4 highest traffic train stations lined with their sofas on the waiting platform. Bold outdoor marketing idea. But a comfy one I must say. Only problem is, at the end of the 2-week stint, there could be some graffiti/paint sprayed over the sofas considering how much of a graffiti culture the europeans have.
But seriously, our dear SMRT should give such allowance in SG too, we commuters need a cosy waiting environment with really nice sofas to snuggle in while waiting for the trains which never have any available seats.
New Heineken ad after the successful Walk In Fridge
A teaser was launched on Dutch TV channels, announcing a new game show one week before the ad. Turns out, it’s Heineken new ad poking fun at the over-dosage of talent shows.
We are all aware of the story of manufactured demand – corporations create demand consumers do not need and deploy tactics like seduction, creation of fear etc to make us ‘suckers’ for their brands/products.
I do agree bottled water provides the convenience for those on the go who have conveniently forgotten to bring their own water bottles, but I am sure this is all up to the individuals.
I bring my 750ml water bottle everyday for lunches! Ice Mountain outside is just too expensive
Controlling a video on a website using your mobile phone – taking interactivity to a higher level
The campaign by Orange uses WOM through mobile & internet without any paid media in France. In 10 days, with no advertising, had 1 million unique visitors on the web site and 1.5 millions visits.
All we need now is for the relevant authorities to hear the site out…hmm
