Oreo is one of the best examples of ‘social content’ I’ve seen recently. It heralds a new approach to content creation that’s real time and reactive… but instead of a oneshot approach it’s in a programme format.
We’ve already written brands & open conversations here. What’s interesting is that Oreo has developed a content programme over 100 days designed to tap into any memes or cultural trends that present themselves. I love the great craft skills – it’s nice to see great art direction and copy. Take a look at the case study below for more.
Hermès spring/summer range comes to life in 4 stop motion videos celebrating “sport” in a way that only Hermès could do. The four films were directed by Simon Cahn who formerly worked with Spike Jones on a stop motion film. I really like the Hermés brand because it’s one of the few brands to show such a natural confidence and eccentricity. In addition to croquet & pétanque which might be expected, Hermès also features ping pong and leapfrog.
Brands creating photo filters is not news – but Ray Ban has created the first realworld retro filter. A mobile app literally lets people see the world through a pair of Ambermatic sunglasses.
Today (February 7th) is National Sweater Day in Canada and WWF & John St have brought back the Granny Call Centre. We wrote about last year’s edition. What I like about this campaign is the use of digital & social media to drive engagement through a very low tech technology… a phone call with a Granny.
This video starts just like any of the previous end of year greeting videos from Publicis Groupe CEO Maurice Lévy (he’s done one each year since 2010) . But there is one big difference, when you skip forward (which of course everyone does) there’s a surprise. He stops his speech and starts shuffling through his notes to find the part of the speech that you want to skip to. It’s just one of the many very human interpretations of the standard YouTube player functionality built into the 2013 greetings.
You can try out the video for yourself below :
My two favourite features are volume and quality. Changing the volume gives you 4 different options for the speech (shouting, normal, whisper or even Bob Dylan style on mute). Changing the quality of the video results in 6 or 7 hands coming onto camera to change the quality of the décor of Maurice Lévy’s office whilst he continues his speech.
If you pause the video, he keeps himself busy with a range of activities from dusting Cannes Lions, playing Pacman, watching the laughing baby video on YouTube to even recording a new message for Publicis Groupe.
This concept is dependant on people interacting and playing with the video. Without giving the game away, Maurice Lévy gives us a wink in the the very official corporate email to hint that it might not be as boring as it looks.
Kudos to the creative team that had the guts to pitch this idea to the boss of their boss of their boss with the insight that his videos were too long — and hats off to Maurice Lévy for taking on the challenge and not taking himself too seriously.
Agency : Digitas France
Special K is the latest brand to be cashing in on social currency with the popup “tweet shop” that launched in London in September to promote a new line of crisps. People could get a free packet by paying with a tweet.
Lets face it, most of the DSLR cameras out there in the consumer/prosumer market are used in auto or program mode. Sony has jumped on this insight to create a dedicated youtube channel celebrating the “DSLR clueless”.
This is an interesting idea that should be a crowd pleaser for the twitterati. The Metropole Orchestra is currently under threat due to budget cuts. To raise awareness of its plight they invite you to come play on a digital piano and compose a (musical) tweet that just might be played back by the Metropole Orchestra in a live Tweetphony tomorrow (Friday 26th).
We see more and more brands starting open conversations and video responses in the social space – reacting and interacting with fans and trending topics. Bodyform is the latest to pull through with a very well crafted video response that reveals ”the truth” about feminine hygiene advertising. Read more…
Who hasn’t taken food photos on instagram? A new NYC restaurant has jumped on this insight and turned instagram into a service for diners, rather than just using it for a photo competition (as most campaigns do). A sobre menu design ends with an invitation to take a look at the dishes on instagram via the hashtag #comodomenu
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