The Jeep Maps
posted by Adam at
10:08 PM
Sunday
Wednesday
Doritos Guru
Paying Kids to Do Our Job.
The campaign video can be seen here.
Or you can read on...
Really, there was no sane reason for us to abandon our successful Doritos advertising strategy. We were making good ads and the chips were selling like mad. But teens are a fickle bunch and anyone who survived high school knows that last year’s hype has a short shelf life.
So we blew it up. We stopped shouting and handed the megaphone to our audience. They would name the new flavour. They would make the new ads. And in return, we’d share the profits. And it worked.
- In under a month we received over 2000 spots, making it the most successful user-generated video campaign in the world.
- doritosguru.com received over 1.5m unique visitors.
- The winner continues to receive 1% of sales (that’s six figures a year).
- The new flavour moved into the top selling slot.
- Industry recognition from Cannes, LIA, ADCC, The Cassies, Digital Marketing Awards, AdWeek, and more.
Here’s how we got the word out.
Read more!
posted by Adam at
10:06 PM
Sunday
Wednesday
Traditional TV + Midget Viral = Buzz
A Bollywood-style campaign for Doritos.
The Challenge:
A Doritos client who wants to get the word out about their new flavor but lamely demands the bulk of the budget be spent on traditional broadcast tactics.
The Solution:
Hire a big-time director to film us an award-winning campaign, and then grab a camera, track down a famous dancing midget and a ping-pong table and shoot a couple of web videos ourselves.
The Result:
Buzz. Hundreds of comments. Zillions of hits. Fan pages. And parody videos (my favourite part).
Spot 1:
Spot 2:
Spot 3:
Viral 1:
Viral 2:
Some parodies...
Read more!
posted by Adam at
7:00 PM
There’s No Money To Shoot TV, So Let’s Shoot Some TV
A low-budget campaign for the Pepsi Access program.
The Challenge:
A Pepsi client who wants to create buzz around their music promotion but is all out of money for broadcast production.
The Solution:
Imbed MP3 players in subway posters allowing passengers to plug in and listen to unreleased tracks from top artists (well, Canada’s top artists).
Oh, and since the client had bought and paid for TV media, we shot and directed some tv ourselves.
Read more!
posted by Adam at
6:52 PM
How To Launch Text-Messaging In The American Mid-West
Believe it or not, Cincinnati Bell only launched their SMS messaging service in 2002. So to spread the word among teens about the futuristic new service, we ran a subversive series of print and online ads featuring coded headlines that could only be deciphered using the text feature on the new phones.
It worked. Kids started scrawling coded numbers on their lockers, binders, and all over town. At the suggestion of a customer, we even opened a t-shirt kiosk where kids could get custom coded shirts. The campaign was shut down once sensitive parents saw 7825 48 and 647753 written on their cars.
Read more!
posted by Adam at
6:41 PM
Man Fuel for Campell's Soup
This is an idea that we loved, and that the client loved, but which died a slow death at the hands of budget cuts.
The Challenge:
Shift the perception of Campbell’s Chunky soup from “an easy lunch for women and men with thin wrists” to “a hearty meal for a real man.”
The Solution:
Build a motorcycle that runs on Chunky soup. Because if Chunky can power a real chopper, it can definitely power a real man.
We commissioned bike builders, engineers, scientists and designers to build The Chunky-powered Chopper.
The idea was too big to live in the constraints of a thirty-second commercial, so we began developing it as a full-blown reality tv show.
We partnered with The Discovery Channel Canada to produce our Man Fuel program in the style of popular reality series like American Chopper and Mythbusters.
Once complete, the Chunky Chopper was to go on a promotional tour of motorcycle, car, science, and culinary shows.
And then the budget evaporated and we went back to working on our resumes.
Read more!
posted by Adam at
6:37 PM
