03/03/14

The Grill, Episode 3

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Red Bull Revolutions in Sound

How does a brand use experiential marketing to build its credibility with club culture? By taking the ultimate “I was there” club night to another level.

Red Bull Music Academy returned to the EDF Energy London Eye for an epic celebration of UK club culture.

Every capsule saw one legendary club night come alive with the original line-up of resident DJs and superstar guests, from the some of the best clubs in the UK.

At the foot of the London Eye, 2,000 punters shook the pavement in silence at a Silent Disco featuring the likes of Ashley Beedle and Academy graduate Jackmaster.

Off-site, an audience of more than a million viewers tuned in from around the world to catch the action online via YouTube and Channel4.com.

Wieden + Kennedy Chocolate Coin Factory

How does an agency gain cut through with their ‘Christmas Card’? By not creating a Christmas card at all.

Based in one of the agencies windows, when a £1 coin is inserted into a slot, the peculiar copper and brass machine comes to life in a symphony of hoots, stamping and whirling wheels, and a specially designed Wieden+Kennedy gold chocolate coin pops out at the other end.

All proceeds from the installation go towards a new playground for Millfields Community School, a primary school in East London with the smallest outdoor space despite being one of the largest schools in the borough.

The Speed Camera Lottery by Volkswagon ‘Fun Theory’

What’s the easiest way to get people to abide by the rules. By making the rules fun!

This experiential campaign is based on the idea of rewarding those who obey the speed limit with the money raised through fining those drivers who exceed it.

In October 2010, the idea was tested in Stockholm, in collaboration with the Swedish road transport authority.

The lottery worked on many levels, but most importantly the average speed was reduced by 22%.

Coca-Cola The Wearable Movie

How does a company engage and bring together staff all over the world? By making them feel just as relevant and important as their consumers.

Coca-Cola wanted to thank people who make the world a happier place, so they created the site “Put on a Smile” – the wearable movie.

Each frame of the film was printed on a t-shirt, and sent around the world with a personalised thank you note. The recipients were simply asked to put on a smile, take a picture and claim their frame in a collective effort to complete the animation.

POLO Snow Stamp

How do achieve creative impact, with a small budget? By focusing on a single minded idea.

In December 2009 the entire UK was blanketed in snow. This was a brief opportunity to use snow as a blank canvas, an original and pure medium.

Taking advantage of the adverse weather, JWT London produced a tactical ambient idea, a ‘Polo snow stamp’.

When stamped in thick fresh snow it left a near perfect replica of the iconic mint, illustrating the white, fresh nature of the mint.

The campaign has won a Gold Outdoor Lion at Cannes International Advertising Festival 2010.

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03/03/14

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