So many brands try to jump onto a new platform without really having a strong idea behind it. I love how Lowe’s have used Vine to bring something interesting and useful to consumers which is truly inspired by Vine (rather than forced onto Vine). It’s quite incredible to see what you can fit into a six second film!
We’ve already written about brands holding open conversations on social media with individuals (one to one conversations that are visible to all). Water is life has industrialized this approach with a smart integrated campaign to guilt people into donating money to solve real world problems rather than complaining about #firstworldproblems.
Clever play by Forsman & Bodenfors to promote Gothenburg’s street newspaper “Faktum” through a tongue in cheek online hotel booking platform. They chose ten places where any of the 3400 homeless people were likely to spend the night in Gothenburg – and made it possible to book each place, just like any hotel.
Evian is a brand that I love. They’ve consistently given us great advertising that’s worth sharing. Here’s the latest ad “Baby & me” (from BETC ) which tells a story about connecting with our inner child.
I love the simplicity of this idea from New Zealand that uses a billboard to promote a real-time weather reports. The photo says it all.
Audi set out to demonstrate the legendary road hugging capabilities of the A4 through an interactive & socially enabled installation. Passers-by could race one of 3 miniature Audis – controlling the car via iPad. The craft skills are incredible and the idea is really nice. However, I was disappointed when I saw some of the real race videos that were published. It seems that the cars regularly wipe out on the corners which is a shame given the purpose of the installation. Read more…
Apart from being an interesting story I think this is a great way to promote a small independent bookshop in north east England by claiming the analogue ownership for one of the most popular memes we’ve seen.
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.
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