The Cannes Advertising Festival is over for another year and although I didn’t get the opportunity to attend there was a handful of ideas that I really admire as setting new benchmarks in marketing communications. Here are my favourite youth oriented ideas:
1. WHY SO SERIOUS – Cyber Grand Prix for the viral launch of The Dark Knight
“Why So Serious?” was a 360 alternate reality experience – deep, pervasive, interactive, and viral. Centered on the web, yet branching out over mobile, mail, flash mobs, scavenger hunts, casual games, user generated content, collaborative narratives, streaming video and more, the audience was immersed into the saga of Gotham City from the last frame of Batman Begins to the opening scene of The Dark Knight. Over 10M unique participants in 75 countries made “Why So Serious?” a new benchmark for integrated campaigns.
2. Best Job in the World – Grand Prix for just about everything
Am very proud of my Aussie brethren up at Cummins Nitro in Brisbane, it’s one idea I saw that I wish i was behind, pure genius. It is a simple yet brilliant idea to market the Great Barrier Reef, after all , who wouldnt want to spend 6 months there getting paid $150k as a caretaker. Brilliant use of PR to launch the idea and use of digital media to spread it globally and drive entrants. Love it.
3. Whopper Sacrifice– Cyber Gold
The boys at Crispin continue to innovate in how they use social media to connect their brands with people and get people to connect with other. To launch the Angry WHopper they create the Whopper Sacrifice where you were asked to sacrifice friends on Facebook to show your love for this new burger..over 23,000 friendships were ‘sacrificed’ before the boys at Facebook applied their handbreak to the idea. Culturally relevant, fresh, great tension and flawless execution as always