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Friday, 17th October 2014 
INFUSION 
d i g i t a l a d v e r t i s i n g 
Alberto Cangialosi, 
Copywriter 
it.linkedin.com/in/cangialosi/ 
!
Q 
C r e a t i n g D i g i t a l E x p e r i e n c e s
Digital Advertising 
Luckily we’re not going at 56 kbit/s anymore.
“Bisogna che il pubblicitario di domani si adatti alle più 
diverse condizioni dettate dal mercato, che sappia fare un 
po' di tutto. Ora mi scusi, ma devo far partorire una vacca 
in sala riunioni." 
- W a l t e r F o n t a n a 
“tomorrow advertiser must be ready for any different 
condition dictated by the market, he will be able to do a 
bit of everything. Now excuse me, but I have to make a cow 
give birth in the meeting room" 
- W a l t e r F o n t a n a
Web Advertising
Orcon Broadband: 
Together Incredible 
Advertising Agency: Special Group, Auckland 
! 
! 
! 
“Orcon Broadband connected nine 
new zealanders to Iggy Pop in Miami” 
! 
To show the power of Orcon’s internet 
connection, Special Group put 
together a special band which play 
live through the web. 
https://www.youtube.com/watch?v=CtL51VME4Qo
Samusicial: 
Being Homeless. 
Advertising Agency: Publicis Conseil, Paris 
“1 out of 2 people think that if a 
homeless person can’t get off the 
street, it’s his fault” 
! 
The main focus of the campaign is 
offline but, thanks to the web, 
everyone can experience the 
homeless life. 
http://www.youtube.com/watch?v=9KfZ2HlaeT0
Pascall: 
When Will 
The Fruit Burst. 
Advertising Agency: DDB New Zealand, Auckland 
! 
“Pascall asked us to bring to life the 
intense fruit flavour of Fruit Burst 
sweets” 
! 
Everythings take place on a billboard, 
the web is used to let people 
partecipate to the event. 
https://www.youtube.com/watch?v=JZlhHsMXl6Y
Axion: 
The Banner 
Concerts Campaign. 
Advertising Agency: Boondoggle, Amsterdam 
“But what if a bank actually did 
something meaningful for young 
people?” 
! 
The campaign develops through the 
web asking young people to play in an 
original way. 
https://www.youtube.com/watch?v=r3Iwxot4_cg
Heinz: 
Talk To The Plant 
Advertising Agency: CP+B Scandinavia, Göteborg 
! 
! 
“No one grows ketchup like Heinz” 
! 
Everything is on the web, people can 
interact with a real plant from the 
website. The realization is awesome, 
a different experience for the 
customers. 
https://www.youtube.com/watch?v=Auzfb3kasn0
Opel: 
Mokka Skiptest 
Advertising Agency: GREYgroup, Moscow 
! 
! 
! 
! 
“The only thing that people watch is 
the skip button” 
! 
Why don’t use Youtube’s features to 
send a message? 
https://www.youtube.com/watch?v=n5d_ZubeJXI
1930
1930: 
The First 
Speakeasy Website. 
Advertising Agency: Alkemy Digital_Enabler, Milan 
“The philosophy beyond the 
speakeasy is to discourage people 
from finding it” 
! 
The first website which doesn’t want 
to be seen. 
http://www.1930.sh/ 
https://www.youtube.com/watch?v=UK1yevWRs0Q
Viral Advertising
Kit-Kat: 
Jesus Loves It 
Advertising Agency: Ubachswisbrun/JWT, Amsterdam 
! 
! 
! 
“We can all remember people around 
! 
the world who see Jesus in the 
oddest places” 
! 
A simple idea, if it’s spread in the 
right time, can become really 
powerful. 
http://www.youtube.com/watch?v=cCNu--fecco
Dark Knight: 
Why So Serious? 
Advertising Agency: 42 Entertainment, Burbank 
! 
! 
! 
“In the months leading up to the 
release of the Dark Knight, an 
! 
alternate reality game attracts more 
than 10 millions unique players to 
real time Gotham City” 
! 
One of the best viral campaign on the 
web, the organization and the timing 
were perfect. 
http://www.youtube.com/watch?v=VpuC7HhCPWA
NAB: 
Break Up. 
Advertising Agency: Clemenger BBDO, Melbourne 
! 
! 
! 
“This is the story of how a bank 
! 
changed people’s perception of it in a 
single day” 
! 
Although the campaign wasn’t on 
internet, the web was the mean to 
make it begin and to make it spread. 
http://www.youtube.com/watch?v=BDbvAEcP_2k&app=desktop
Bing: 
Decode Jay-Z. 
Advertising Agency: Droga5, New York 
! 
! 
! 
“! 
We started by putting every page of 
Jay-Z’s book out in the world” 
! 
The campaign is huge, spreading 
through the search engine maps and 
reaching a really young target. 
http://www.youtube.com/watch?v=XNic4wf8AYg
Old Spice
Old Spice: 
Responses. 
Advertising Agency: Wieden + Kennedy, New York 
! 
! 
! 
“How can we get couples to have a 
conversation about body wash?” 
! 
! 
The campaign use a lot of different 
media, but it is across the socials 
who became really powerful. Wieden 
+ Kennedy in Portland also built some 
fake websites to interact with the 
audience in a wonderful way. 
http://toughsheets.com 
http://www.youtube.com/watch?v=fD1WqPGn5Ag
APP ADVERTISING
Burger King: 
Whopper Sacrifice. 
Advertising Agency: CP+B, Europe 
! 
! 
! 
“Burger King knew that America loves 
! 
the Whopper but want to prove it” 
! 
This is a wonderful idea to raise the 
awarness of the brand’s page on 
Facebook and still sell the products. 
Unfortunately Facebook ended it 
when the app was closing a lot of 
friends connections. 
https://www.youtube.com/watch?v=o0D_MYc6m0o
1-800-flowers: 
Flowers From 
Facebook. 
Advertising Agency: Miami ad School, Miami 
! 
! 
“We’re bringing back the nice 
! 
tradition of giving flowers in a way, 
! 
that fits the digital age.” 
! 
A fake Facebook’s application made 
by students. The real problem of this 
is that on Facebook you don’t know 
the address of people but the 
concept developed is really strong. 
http://www.youtube.com/watch?v=3uNB7ZTdiyI
Netflix: 
Spoiler Foiler. 
Advertising Agency: We are social, London 
! 
! 
! 
! 
“Why let spoilers spoil Twitter?” 
! 
The insight is amazing, anyone who 
watch TV shows know that a spoiler 
can be annoying. 
http://www.spoilerfoiler.com/
TNT: 
Punchface. 
Advertising Agency: YRBrasil, Sao Paulo 
! 
! 
! 
“How to pass on all the adrenaline of 
! 
the MMA in internet?” 
! 
One of the first app which use the 
true potential of the gyroscope in 
advertising. 
http://www.youtube.com/watch?v=ihMgUeQjHzU#t=11
Rosie Animal Adoption: 
Tinderdoption. 
Advertising Agency: BBH, New York 
! 
! 
! 
“Rosie is reinventing the adoption 
process” 
! 
! 
This isn’t the first and it won’t be the 
last Tinder hack used to advertise. 
But this is a perfect example how to 
improve results about social 
problems which are too common to 
still impress people. 
https://www.youtube.com/watch?v=t7zgUCdC4FU
Turkish Traffic Safety 
Association: 
Don’t Selfie And Drive. 
Advertising Agency: Ogilvy, Istanbul 
! 
! 
! 
“! 
If you don't want to drive with the 
grim reaper, don't selfie and drive!” 
! 
A simple and wonderful idea to send a 
perfect message on the chosen 
media. 
https://www.youtube.com/watch?v=ySMVKCIKvqU
Eurofil: 
Instatrap. 
Advertising Agency: CLM BBDO, Boulogne Billancourt 
! 
! 
! 
! 
“Enjoying your holidays? Meanwhile I 
am enjoying your house” 
Another beautiful example how using 
Instagram in a clever way. 
https://www.youtube.com/watch?v=1IwDLXeztxU
Almost done...but first, would you 
like to see the best editorial page 
on facebook? 
Then click here and bum: 
https://www.facebook.com/pages/Cannone-del-Gianicolo/143330439173654
Q 
thank you 
INFUSION is the weekly report released by Alquimia WRG. 
Every Friday morning we have breakfast exploring insights on the edge of creativity, strategic thinking and technology. 
If you'd like to get infused, feel free to contact us at infusion@alquimiawrg.com

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Digital advertising [infusion 17th october 2014]

  • 1. Friday, 17th October 2014 INFUSION d i g i t a l a d v e r t i s i n g Alberto Cangialosi, Copywriter it.linkedin.com/in/cangialosi/ !
  • 2. Q C r e a t i n g D i g i t a l E x p e r i e n c e s
  • 3. Digital Advertising Luckily we’re not going at 56 kbit/s anymore.
  • 4. “Bisogna che il pubblicitario di domani si adatti alle più diverse condizioni dettate dal mercato, che sappia fare un po' di tutto. Ora mi scusi, ma devo far partorire una vacca in sala riunioni." - W a l t e r F o n t a n a “tomorrow advertiser must be ready for any different condition dictated by the market, he will be able to do a bit of everything. Now excuse me, but I have to make a cow give birth in the meeting room" - W a l t e r F o n t a n a
  • 6. Orcon Broadband: Together Incredible Advertising Agency: Special Group, Auckland ! ! ! “Orcon Broadband connected nine new zealanders to Iggy Pop in Miami” ! To show the power of Orcon’s internet connection, Special Group put together a special band which play live through the web. https://www.youtube.com/watch?v=CtL51VME4Qo
  • 7. Samusicial: Being Homeless. Advertising Agency: Publicis Conseil, Paris “1 out of 2 people think that if a homeless person can’t get off the street, it’s his fault” ! The main focus of the campaign is offline but, thanks to the web, everyone can experience the homeless life. http://www.youtube.com/watch?v=9KfZ2HlaeT0
  • 8. Pascall: When Will The Fruit Burst. Advertising Agency: DDB New Zealand, Auckland ! “Pascall asked us to bring to life the intense fruit flavour of Fruit Burst sweets” ! Everythings take place on a billboard, the web is used to let people partecipate to the event. https://www.youtube.com/watch?v=JZlhHsMXl6Y
  • 9. Axion: The Banner Concerts Campaign. Advertising Agency: Boondoggle, Amsterdam “But what if a bank actually did something meaningful for young people?” ! The campaign develops through the web asking young people to play in an original way. https://www.youtube.com/watch?v=r3Iwxot4_cg
  • 10. Heinz: Talk To The Plant Advertising Agency: CP+B Scandinavia, Göteborg ! ! “No one grows ketchup like Heinz” ! Everything is on the web, people can interact with a real plant from the website. The realization is awesome, a different experience for the customers. https://www.youtube.com/watch?v=Auzfb3kasn0
  • 11. Opel: Mokka Skiptest Advertising Agency: GREYgroup, Moscow ! ! ! ! “The only thing that people watch is the skip button” ! Why don’t use Youtube’s features to send a message? https://www.youtube.com/watch?v=n5d_ZubeJXI
  • 12. 1930
  • 13. 1930: The First Speakeasy Website. Advertising Agency: Alkemy Digital_Enabler, Milan “The philosophy beyond the speakeasy is to discourage people from finding it” ! The first website which doesn’t want to be seen. http://www.1930.sh/ https://www.youtube.com/watch?v=UK1yevWRs0Q
  • 15. Kit-Kat: Jesus Loves It Advertising Agency: Ubachswisbrun/JWT, Amsterdam ! ! ! “We can all remember people around ! the world who see Jesus in the oddest places” ! A simple idea, if it’s spread in the right time, can become really powerful. http://www.youtube.com/watch?v=cCNu--fecco
  • 16. Dark Knight: Why So Serious? Advertising Agency: 42 Entertainment, Burbank ! ! ! “In the months leading up to the release of the Dark Knight, an ! alternate reality game attracts more than 10 millions unique players to real time Gotham City” ! One of the best viral campaign on the web, the organization and the timing were perfect. http://www.youtube.com/watch?v=VpuC7HhCPWA
  • 17. NAB: Break Up. Advertising Agency: Clemenger BBDO, Melbourne ! ! ! “This is the story of how a bank ! changed people’s perception of it in a single day” ! Although the campaign wasn’t on internet, the web was the mean to make it begin and to make it spread. http://www.youtube.com/watch?v=BDbvAEcP_2k&app=desktop
  • 18. Bing: Decode Jay-Z. Advertising Agency: Droga5, New York ! ! ! “! We started by putting every page of Jay-Z’s book out in the world” ! The campaign is huge, spreading through the search engine maps and reaching a really young target. http://www.youtube.com/watch?v=XNic4wf8AYg
  • 20. Old Spice: Responses. Advertising Agency: Wieden + Kennedy, New York ! ! ! “How can we get couples to have a conversation about body wash?” ! ! The campaign use a lot of different media, but it is across the socials who became really powerful. Wieden + Kennedy in Portland also built some fake websites to interact with the audience in a wonderful way. http://toughsheets.com http://www.youtube.com/watch?v=fD1WqPGn5Ag
  • 22. Burger King: Whopper Sacrifice. Advertising Agency: CP+B, Europe ! ! ! “Burger King knew that America loves ! the Whopper but want to prove it” ! This is a wonderful idea to raise the awarness of the brand’s page on Facebook and still sell the products. Unfortunately Facebook ended it when the app was closing a lot of friends connections. https://www.youtube.com/watch?v=o0D_MYc6m0o
  • 23. 1-800-flowers: Flowers From Facebook. Advertising Agency: Miami ad School, Miami ! ! “We’re bringing back the nice ! tradition of giving flowers in a way, ! that fits the digital age.” ! A fake Facebook’s application made by students. The real problem of this is that on Facebook you don’t know the address of people but the concept developed is really strong. http://www.youtube.com/watch?v=3uNB7ZTdiyI
  • 24. Netflix: Spoiler Foiler. Advertising Agency: We are social, London ! ! ! ! “Why let spoilers spoil Twitter?” ! The insight is amazing, anyone who watch TV shows know that a spoiler can be annoying. http://www.spoilerfoiler.com/
  • 25. TNT: Punchface. Advertising Agency: YRBrasil, Sao Paulo ! ! ! “How to pass on all the adrenaline of ! the MMA in internet?” ! One of the first app which use the true potential of the gyroscope in advertising. http://www.youtube.com/watch?v=ihMgUeQjHzU#t=11
  • 26. Rosie Animal Adoption: Tinderdoption. Advertising Agency: BBH, New York ! ! ! “Rosie is reinventing the adoption process” ! ! This isn’t the first and it won’t be the last Tinder hack used to advertise. But this is a perfect example how to improve results about social problems which are too common to still impress people. https://www.youtube.com/watch?v=t7zgUCdC4FU
  • 27. Turkish Traffic Safety Association: Don’t Selfie And Drive. Advertising Agency: Ogilvy, Istanbul ! ! ! “! If you don't want to drive with the grim reaper, don't selfie and drive!” ! A simple and wonderful idea to send a perfect message on the chosen media. https://www.youtube.com/watch?v=ySMVKCIKvqU
  • 28. Eurofil: Instatrap. Advertising Agency: CLM BBDO, Boulogne Billancourt ! ! ! ! “Enjoying your holidays? Meanwhile I am enjoying your house” Another beautiful example how using Instagram in a clever way. https://www.youtube.com/watch?v=1IwDLXeztxU
  • 29. Almost done...but first, would you like to see the best editorial page on facebook? Then click here and bum: https://www.facebook.com/pages/Cannone-del-Gianicolo/143330439173654
  • 30. Q thank you INFUSION is the weekly report released by Alquimia WRG. Every Friday morning we have breakfast exploring insights on the edge of creativity, strategic thinking and technology. If you'd like to get infused, feel free to contact us at infusion@alquimiawrg.com