The document discusses digital advertising and provides examples of campaigns that used innovative digital strategies. It summarizes several campaigns, including one by Special Group for Orcon Broadband that had people in New Zealand play in a band remotely with Iggy Pop in Miami, and one by Publicis Conseil for Samusicial that allowed people to experience homelessness through a virtual simulation. It also discusses viral and mobile app campaigns, such as one by Wieden + Kennedy for Old Spice that engaged people across social media platforms. The document advocates that advertisers must be adaptable to changing market conditions and embrace new digital opportunities.
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
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
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