Last year, I thought it was a tough brief to do something interesting with Maurice Lévy’s end of year digital greeting. We were chuffed with the interest generated by The Human Youtube Player, but it only made the brief for this year more difficult.
Generally I’m not usually a fan of any campaign that requires people to use a webcam. But I have to say that Blinkwashing from Virgin is the exception. Take a look at the ad for yourself.
NIVEA Stress Protect supposedly provides proven protection under stress, so whatever happens, you can stay cool and confident. In this version of the campaign a couple is on a first date and you get to interact with the scene via a clickable youtube video. I do like this type of interactivity via vids.
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
Huggies Korea takes on Pampers (official olympic sponsors) with this YouTube/UGC campaign “Baby Championships“. Babies and cats have always been top of the charts for UGC. It’s interesting to see a brand transform what is pretty bland UGC content into something that’s shareable. Read more…
Pretty nice idea from Volkswagen using the Youtube channel. You start watching a video that shows how so many great songs have been copied, destroyed and reposted. These clips sometimes get more clicks than the originals. So in this VW video the ads that get displayed give the message that VW uses only 100% Genuine Parts. If you click on the banner it redirects you to the original song from the original artist. Nice use of Youtube.
Branded YouTube channels are getting much nicer these days. Tradition meets innovation: the new Dolce & Gabbana YouTube Official Channel is pretty cool for the brand. The channel picks up on the look and feel of the Dolce & Gabbana world.
After the worldwide success (50 million views and multiple awards) of the Hunter vs Bear campaign for Tipp-Ex, everyone was wondering if Buzzman agency would be able to take up the challenge of a sequel. Job done.
Louis Vuitton has recently launched a series of short films to capture the essence of different cities across the globe and connect with its female consumers. Gender is the lens used to interpret each city’s identity, so in the first episode, for example, Hong Kong is presented as it was a woman, portrayed through some local interesting women such as an architect, a model, a composer, a journalist and a few more other people. Read more…
You probably have all seen Chrysler’s Superbowl ad in which Clint Eastwood gravely pep-talks America as a nation. The YouTube channel adds a nice data visualisation of the video’s spread. Add your reach on Facebook or Twitter to get the message out there. Read more…
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