These days i’m judging LIA Awards and it’s interesting that more and more often you can find a lot of digital entries submitted not as separate elements of the campaign (microsite, banners or whatever) but what is submitted is the whole campaign itself, even when in “banners” category, for instance, so very often you don’t know what to judge exactly. What makes me think about another thing, that is that many entries are not really powerful by themselves, but in the context of the campaign where they live that pieces become substantially relevant. Does it make any sense judging them as in a “digital” category then? The first example of this happened when i had to judge the banners of this campaign for Dodge in Belgium, made by Proximity BBDO. The tagline is quite simple, being Dodge a “macho” car, and trying to engage people for their new release, a familiar one, the test drive consists on going to the car dealer and have sex in the back seat of the test car. Then, if you got pregnant and have a baby within the next 9 months you get the car for free You can check the video case clicking here.
A year ago, Weezer released a video for one of their singles paying homage to many different Youtube memes. That concept of mashing up different memes was what i was reminded with when i saw this video The Viral Factory has just created promoting the new Activision’s Blur game, where you have to race a car and fight some other participants in a really bad mood. Every time you hit them or make a boost or something you get a message on the screen, and that messaging (“SHOCK”, “BARGE”, “SHUNT”, “NITRO”, “MINES”) is what they applied for the different meme compilation, fun (and sometimes wtf) to watch.
After the Halo 3 one, another game with an energized teaser trailer, the new version of one of the most popular car racing games ever: Need for Speed. The formula, quite simple again, once you upload your picture (or not) you can get to a video where you live the experience of being a real pilot, i think that it works well with the game fans (funny that if you upload a photo you sign an autograph for one girl, but it you don’t upload anything she kisses you) (by TBWA Manchester)
If you’re a fan of NBA (or basketball in general) you’ll probably enjoy this nice art-directed site called History of Flight (by Academy), 24 years of Nike Air Jordan sneakers, as a recap of some very defining moments of NBA history through the do’s and don’ts of Michael Jordan. (thx Mattt!)
Dutch beer brand Amstel just released an interesting brand utility, named Teamlink. It’s an application designed for (Dutch) amateur football players, in support of their team and weekly matches. It features official local competition details as fixtures, tables and results, but also non-official information uploaded by the players themselves. The app can be embedded within social media or at the team’s website, which makes it very accessible with high viral potential. Combined with a football minded nation (over 1 million amateur football players on 15 million people), I feel this can be a huge success. Hopefully Teamlink will proof that facilitating an online community is not only credible, but can also be very lucrative. Responsible agency is 2009
I love Halo 3 ads, it amazes me how they advertise a game in a film style and using the top places for gamers (like IGN.com on the net or at Xbox Live from the console itself), even better than many movies. This is the latest one for “Halo 3: ODST”, to be released by the end of this month:
Well Uniqlo has done it again with a great site that shows off their latest collection in a great new way. I love the commitment that Uniqlo has put into the online medium and they always push ideas to the limit. Anyway check it out here
There is a lot of controversy going on about the supposed ad from DDB Brazil for WWF, about the 9/11 and tsunami disasters. So far, it was only a print ad. But now a full commercial pops up, which doesn’t make things any easier for WWF.
Being a band, there was a time when you needed MTV for broadcasting your music videos, because MTV was the place where everybody went to see videos. But a couple of years ago, a lot of bands started a new trend that consisted on creating “interactive” pieces, knowing that when you have fans they’ll follow you every place you are, MTV or… your own website.
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