Recently I had the opportunity to help judge the ever-fabulous FAB awards with submissions from food and beverage brands around the globe. Albeit the only female judge (one is certainly better than none), being part of the judging process was an incredible experience. This year’s awards spotlights the brands who are driving creativity in new and exciting directions, be it in new media or old media. Or sometimes blending the two.
I hope you’ll agree its been another remarkable year for creativity. But I’ll let you be the judge of that.
Coke Amplifier
An innovative modern day use of an old print medium
Ho Ho Ho
Proof that the simplest ideas can stir the strongest emotions
Our Food Your Questions
Bravely tackling people’s suspicions head on in the age of transparency
Small Currency
A genuine brand utility in response to a huge financial problem (Indonesia’s shortage of coins)
The Candidate
Not just a badging exercise, simply one of the most entertaining uses of sponsorship I’ve ever seen
Polar Bowl
The best use of second screen media consumption I’ve ever witnessed
Patrick Collister bravely ventured to AMV last week to talk to us planners about awesome response-driven communications ideas. And no I’m not just talking about DM, I mean participative ideas that get people to do stuff (often sought by digital comms). Here are a few favourites of mine…
Diesel ‘Quique The Head’
Branded entertainment at its best – and it goes to show that brands can do engaging longer-form content (which isn’t achieved often!). Skip to 1.29 for “the sneeze”.
Football Federation Australia Viral Case Study
An inventive viral campaign which not only engaged consumers, but solved a business problem by actually getting “bums on seats”.
Toohey’s Extra Dry ‘6 beers of separation’
A contagious on-the-pulse idea that was shared and spread around the world.
Last night I was invited by the lovely Toby and Matt at Upset.tv to the launch of the House of Blueeyes, hosted by Ana Matronic. They premiered a stunning short film directed by Johnny Blueeyes, and produced by Upset.tv. I can’t find it on YouTube but you can watch it on the site here.
There was a live catwalk featuring dramatic rock & roll vintage clothing, including a surprise V.I.P model, which turned out to be none other than the queen of style herself, Kate Moss. So that pretty much topped my night!
Go on, check out Upset.tv here – there’s nothing upsetting about them. They are a production company specialising in producing eye catching films and branded content. They are also producing branded narrative experiences and feature films – they are always looking for interesting ways in which to combine the two. In my opinion, they get it, and they’re offering very exciting & innovative opportunities. So much so…it’s hard to keep up with them!
If you haven’t heard about the new Doritos wrestling campaign, check out my original post here. The launch event took place at SE1 London Bridge, and a random and hilarious affair it was. If you weren’t lucky enough to be there, check out the highlights here of a giant pepper body-slamming a bull, and a crazy chicken clotheslining a 6-foot tomato.
The Carling iPint iPhone application has been making the rounds recently, and it seems to be getting mixed reactions (simple and smart vs. simply stupid). Check out the demo below if you don’t know what I’m talking about.
It’s definitely generating word-of-mouth, what’s more, punters are actually playing around with this (branded content) in pubs – so it’s ticking a lot of boxes for me already. While the entertainment is short-lived, it is somewhat engaging and certainly poses the talkability factor. The iPint spoofs are already in full swing, take iMunchies for example.
Despite the idiocy of drinking a ‘virtual’ pint, the application actually uses ground-breaking technology. And yet the creative execution is so simple. So simple that I would argue it’s actually rather smart.
And to those marketers who think it’s just plain stupid – I can only bet you’re secretely annoyed you didn’t think of it first! Carling have leveraged the popularity of the iPhone, and they have the sucessful results to prove it.
Digital isn’t just banners ya’know. Technology is a huge part of the world we live in, whether we’re vastly aware of it or not. And we’re sharing engaging digital experiences with our friends. We live in exciting times! And brands need to realise the role they can play and value they can add in this exciting world.
‘Doritos Collisions’ is the first new product launch from Doritos in years. This unique concept sees two great tasting flavours in just one bag.
It may sound bizarre, but it’s the latest, and possibly quirkiest, campaign from Doritos yet. In an era where viewer interest in watching 30-second ads is waning, Doritos is fighting back with non-traditional branded content. Or in this case, a wrestling match between mascots representing the four Doritos Collisions flavours.
Great branded content doesn’t come across as advertising and in doing so, stands a much better chance of getting passed along among peers. People only have so much time on their hands, and technology means they have more and more power to only watch what they want. Doritos seeks to engage people by providing them with digital and real-world brand experiences that are fun, memorable, and utlimately possess great talkability.
In the inaugural battle for your tastebuds, the characters (who are currently in training) are (drum roll please)…
He’s crazy for Chicken Sizzler flavour, it’s the Feathered Fury. Look closely, and you may spot Mr. Pearman himself! (MD of AMV BBDO)
Keeping it real for the Grilled Pepper flavour – The Griller.
Representing T-Bone Steak flavour – Tenacious T.
And last but certainly not least…carrying the hopes of Zesty Salsa flavour, all the way from Mexico, it’s El Zesto.
I hope you enjoy watching these, as much as we all enjoyed making them!
The driving platform for Doritos Collisions is through ‘The Gap Year’ reality web series – in collaboration with Bebo, the global social media network, and leading entertainment producer Endemol. ‘The Gap Year’ follows on from the phenomenal success of Sofia’s Diary and Kate Modern.
Doritos Collisions will be uniquely integrated into ‘The Gap Year’ experience which follows six lucky Bebo users from the UK, Ireland, Australia, Canada, New Zealand, and the US on a dream gap year visiting exotic locations across the globe. The Gap Year is the perfect platform for Doritos, who as a brand are continually looking to use new media in innovative campaigns to really engage and develop long term relationships with their 18-24 year old audience.
Digital is at the heart of the campaign, but the story unfolds across multiple platforms. A launch event is taking place at the SE1 club in London Bridge on 7th August, which sees the four flavours go head to head. Following the event, Doritos Collisions will go on a regional tour across six major cities in the UK. More info over at www.bebo.com/doritos.
Tickets anyone?
If you (plus 1) are interested in coming to the London launch event (7th August at SE1), just drop me an email with your full name and friends name, confirmation you’re 18+, and blog (if you have one – and there’s no obligation to blog about it). Places are limited so get in there fast! Also, the event is being filmed for Internet broadcast, so by attending this event you are consenting to potentially feature in the footage (no guarantees of Internet stardom sorry!).
Nicola Davies 