How did they pitch this?

Sometimes you wonder how a campaign got out. What are they trying to say? Or how does this relate to the product/brand? In other words: How did the creators pitch this idea to their clients?

[mrvs70]

Red Bull - MacAskill's Imaginate (agency: Red Bull Media House)

"We understand your brand... we live your brand! No, let me rephrase that: we are the brand!! It's all about cool stuff and extreme sports. Extreme sports are cool. So imagine Toy Story. Our character Danny is playing in his room with his toys. Then suddenly they get to live and one of them is the awesome Danny MacAskill performing his inimitable moves jumping between over the top enlarged toys with a capital 'T'. A lot of toys. And then we mean a lot! And not just the average 3 minutes video. No it will be so wicked it will last over 7 minutes. It's gonna cost you a fortune, but remember: that's what you're obliged to, being such a cool brand."

[mrvs70]

Ray Ban - #nofilterjustrayban (agency: DDB)

"Let us blow your mind! Your new collection glasses have colored filters. Let's put one on. What do you see? Everything... I mean the whole world turns into that one color. So basically, it takes the rest of the colors out of your life. Your world turn monochrome. Just the gadget for people with too colored and exited lives. You probably need to force them to experience it. So get them where they can't escape: public transport! We cover all the windows with the colors of your new collection! Don't you just love the idea?"

[mrvs70]

Cup-a-Soup - Pizza Quattro Stagioni (agency: TWBA\Neboko)

"So your soup has a bite, right? It sort of makes you alert... or something. So picture yourself a US police station. No an interrogation with a mob guy and an Italian looking detective who's getting no where. You've got that? So he takes a sip of a cup of soup and suddenly he turns into an opera singer. Singing a tearjerking aria. Then of course the mobster spills his guts! And you start selling like crazy."

[mrvs70]

Johma - Losser (agency: Alfred)

"Okay, look. You've got a Mayor, much like the character of Wethouder Hekking (Van Kooten & De Bie). And his community is into chickens so they have a lot of eggs, which you make into salads, right? So to make it tropical we introduce the girls from the Rio carnaval."