Original Source - Purple Ginger
I often wonder what goes on in creative brainstorms, presentation setups and client meetings.
I'm sure it's got to a point where every brief wants to be "the next ..." or "must include social", "must be viral and shareable". These elements all make sense but sometimes it mashes into something ridiculous.
My questions for this piece of work are
- If you're watching it on YouTube, are those Thumbs up Thumbs down counted?
- The whole premise feels really long winded, I was bored by the time the shower started, why not in half the time?
- What do the sounds have anything to do with the products included?
I can understand what they are trying to do - similar to "choose our next flavour" and activate the audience to think about their shower time, but I'm questioning exactly why a user would vote (is there a competition? Do I win shower products?) when the content doesn't have any particular content/reason to share it?
With the purple ginger one specifically - how does having someone repeat ginger repeatedly create some kind of smell association with a shower and convince someone to share it?
The sound design is pretty cool, but from an overall campaign perspective, I'm not convinced.