Dulux’s ‘Let’s Colour’ Campaign’s mastermind is in town!

I’ve blogged about this before. A low involvement product turned into a high involvement project. Brilliant campaign. The brain behind the project speaks.

Too bad I won’t have the luxury of hearing her speak at the Social Media Forum (co. not sponsoring ), but I will be going for the free exhibition next week at Suntec!

…by Redworks, for the Visit Britain…and led by a diver friend of mine!

The Great Welsh Showdown

Love it.

(Via blogilvy)

(Via ffffound)

I’ve blogged about the Fun Theory here.

Here’s another experiment involving the escalators and the stairs.

But I have to say it’s quite apt – ‘speeding life up a little’ notion with the fast lane – putting a slide right beside the escalator to represent that.

Fun.

This was posted 1 day after the flood, where news of the once-in-fifty-years phenomenon in Singapore got splashed all over ST.

You just gotta respect NTUC and its ad agency for the lightning-fast speed. Without the client’s cooperation in getting prompt approval for such a quick turnaround of ad, and the agency’s copywriter’s wit (and oh, not forgetting the media buyer’s role in getting the best placement amidst all the flooding news), this ad wouldn’t have created a more apt effect in addressing the issue. And clever use of the word ‘pay’ there.

But honestly, as much as NTUC Income tries to rebrand itself, and I must say I have been consistently amazed by its copy, I am still not a big fan of theirs. Particularly after what happened to my mum’s policy claim when she has stage 0 breast cancer. Bad, bad, bad experience.

Really have to give it to the Aussie Tourism Board for coming up with innovative ideas to promote tourism Down Under.

Best job in the world last year, and a nine week journey across Aussie land this year.

Cabbie ends 13,650km ride

SYDNEY – AN EPIC nine-week Australian taxi journey to promote tourism Down Under ended Sunday after taking in pristine beaches, desert wilderness and the rugged Outback.

The campaign, similar to last year’s highly successful ‘Best Job in the World’ promotion which netted a young British man to publicise Queensland’s attractions, included competitions to select the trip’s driver and passengers.

Doug Slater, chosen to be the driver for the 13,650-kilometre (8,460-mile) journey from the Western Australian capital Perth to the northern coastal town of Broome, said it was the ‘opportunity of a lifetime’. ‘The driving wasn’t the real concern for me… the rest of it kept me pretty busy,’ he told AFP, referring to the constant commentary on Western Australia’s attractions he maintained throughout.

Slater said the 11 couples who were his passengers, who came from Australia, Malaysia, Singapore, Britain, New Zealand and Germany, were amazed at the amount of wildlife they saw – including deadly snakes, sharks and crocodiles. ‘My passengers’ minds were boggled by the wildlife we saw on the journey,’ said Slater, who was used to travelling the state thanks to his previous job as a livestock agent.

The campaign was inspired by that of a spinster who in the 1930s travelled thousands of kilometres over three months along Australia’s east coast from Melbourne to Darwin in a soft-top taxi. Officials believe it has already generated media exposure worth more than 2.6 million dollars (S$3.08 million), and reached a potential audience of 60 million people globally.

Slater, who beat more than 400 other people to win the role of driver, said he was sad the journey was at an end. But after flying back to Perth, he will begin the trip to Broome all over again – this time with his wife. — AFP

(Via ST)

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

Recycle-drinks-cans Vending Machine:

The Google Story from Nick Scott Studio Ltd. on Vimeo.

Wow. Shooting and post-editing must have been hell.