Oz Dean
As well as being the Creative Director at TBWA\ Digital Arts Network Singapore, Oz is a shiny headed running freak who has been doing digital bits and pieces since for ever in internet terms. I think he's originally some flavour of British, but after many years in Sydney, he's now in Singapore and, of course, the twatter.
Like every other greedy fucker I asked for three ads from, he couldn't help himself and grabbed four cookies out of the jar:
Baby Carrots - Eat ‘em Like Junk Food
My first pick is from CPB. This one was helped along by the CEO of ‘Bolthouse Farms’ (ex Coca Cola) who wanted anything but a health campaign for his carrots. He wanted something more emotional, maybe funny and that possibly appealed to impulse - the kind of thing a soft drink or snack food company might do.
CPB approached carrots as wanting to BE junk food. WALLOP.
Carrots in crisp packets in the junk food aisle, not the vegetable section. Genius.
What I love about this is the EXTREME in everything in this from TVCs, to packaging & even an iPhone game (which was brilliant and not just a ticked box). I remember watching this roll out and make waves in social. I visited the website, watched the TVCs and downloaded the game and thought - “how f*cking different this is. How fresh.”. They took everything about American junk food and ads and turned it UP a notch further.
Extreme Pterodacty!!!!!
http://www.babycarrots.com
Case Study Video
Baker Tweet
Poke (UK) created what I think was one of the first ‘Arduino’ driven projects I saw by an agency. It was created in 2009 and employed a clever use of Twitter combined with a ‘magic dial’.
It was indeed magical and not really advertising.
Albion Cafe is a bakery that sits close to many of the creative shops in Shoreditch. They wanted a way to alert people when newly baked goods were fresh out of the oven. Poke created a clever box of tricks connected directly to twitter that allowed the baker to tweet, alerting the masses to rush down for hot buns, croissants, bread plus other goodness.
A simple, wonderful idea enabled by tech + social.
http://www.bakertweet.com
http://www.pokelondon.com/portfolio/bakertweet/
BakerTweet from POKE on Vimeo.
Uniqlo Dry Mesh Project
For me this is the only brand that has done anything of interest within Pinterest. They cheekily realised that an image posted to Pinterest had no pixel height restriction and they used that to their advantage via some clever, people powered simultaneous tech.
The agency behind it is digital independent, Firstborn (NYC).
http://www.creativesandbox.com/case-study/uniqlo-uniqlo-storms-pinterest
Kraft Milkbite
Characters in advertising are usually happy, bouncy & full of joie de vivre. ‘Mel’ is none of these. He’s a Milk & Granola bar with issues. There’s plenty of self doubt in this little chap and that’s why it cuts through.
In Droga5's new campaign, he embarks on a journey from the refrigerated dairy section to the wider world, endeavoring to understand who he is and what he's good for. I bloody love it. Add to all this the fact that the loveable character was created by Henson’s creature workshop and you have to ask the question “how could it go wrong?”.
The campaign covers off pretty much every digital channel and very well. Facebook - https://www.facebook.com/milkbite?fref=ts. Twitter - https://twitter.com/MilkBite & YouTube Brand Channel: http://www.youtube.com/user/kraftmilkbite
There are also a series of TVCs. Here’s the first and one I’ve selected from the bunch:
The campaign launched with an introduction to Mel:
Blind Date: