|
|
More from our Digital Hollywood panel, Entertaining Advertising vs. Entertainment advertising… this time, the questions were What were the best campaigns out there? What really surprised you? (And to prove we’re not just out to spank the entertainment side, one movie campaign snuck into the list. Movie didn’t do too badly, either.)
Glenn Sanders, Creative Lead, The Viral Factory LA
Whopper Sacrifice: A Facebook app that makes fun of Facebook apps and the very nature of Facebook itself. And gave a really good incentive for dropping some friends, since everyone knows there’s at least 10 people in your list you could easily lose, all the better for a cheeseburger. Everyone I know was talking about it and asking “why didn’t I think of that?!”
Thoughtpile by Herman Miller: This was really just a contest for someone to win a new chair, but they turned it into a campaign about big ideas and community. It wasn’t about getting something for nothing, you had to submit an idea and if enough people voted on it, you could win a new chair. The design of the site was beautiful and artful, and tied in with the design of the chair itself. Innovative and thoughtful.
Sprint “what’s happening” campaign: The idea behind the TV spot and site – that information is inherently interesting and evocative (and that Sprint is the master of it all) – is relevant and strategic.
Dark Knight: Elaborate and very deep… very smartly targeted. Because the fanboys were doing all the work, they ended up unlocking exclusive content that the mainstream then got access to. It was all true to the spirit of the film, extended the storyline into the real world, was playful and at times very creepy, and respected the audience.
Erik Enberg – Senior Copywriter – Goodby, Silverstein & Partners
Burger King “Whopper Virgins”: An obvious pick but Crispin has reached a point with this where people are actually eagerly anticipating the next campaign.
Kickers “Random Bandits”: The material is funny, true to its origins and manages to work the product in without feeling forced. When people say they want branded content few are willing to fully embrace it like this.
Crest “You Can Say Anything With A Smile”: Great toothpaste advertising. When do you ever see that?
Anthony Nelson, Executive Integrated Producer – Crispin Porter + Bogusky
OBAMA 08: Multi-discipline branding and advertising at its apex.
EA FIFA 09: Event staging at its finest. Launched with a multi-player video game played live by teams in Manchester, UK, and Madrid. Also staged a game between Manchester United and Real Madrid, with fans and big screens streaming the whole match in each city.
WHOPPER VIRGINS: Still can’t believe someone actually did it. Even if I hadn’t produced it, it’s great advertising. Humbling.
Graham Daniels & Nick Clarke – Addictive TV
Cadbury’s Milk Chocolate – Gorilla Drummer: Advertisements that worked brilliantly as a viral too. What many shoot for and few achieve.
Chevon Hicks – President – HeavenSpot
Adobe Brilliant: Amazing. Creative. 13% of users who visited the site in Q1 downloaded the software, a number to make direct marketers weep.
Doritos Hotel 626: A horror site that actually frightens you.
|
