Stunning, powerful and viral. That’s the goal of a marketing campaign. Often, we witness campaigns that are either too sales or corporate image driven. They could still work, but creativity is all they need to ensure money is better spent.
Today, a campaign has to be both entertaining and newsworthy as consumers are increasing immune to advertisements.
To capture their attention, a campaign has to be interesting, clutter breaking and something that people would want to share and pass on. (we have a list of digital examples here)
That reminds me of Goodby Silverstein, a great ad agency which works are truly admirable. Also on my admiration list, Improv Everywhere, has shown others what creativity and a little wackiness could bring.
Below are 10 incredible scenes to prove my point. Marketers could learn a point or two about the art of marketing. These scenes are newsworthy, whether on papers or among consumers.
Note: Improv Everywhere isn’t an ad agency but their missions fulfill the 3 elements that I believe every campaign should possess.
10. Frozen Grand Central
Over 200 people freeze in place on cue in Grand Central Station in New York. This video has over 22 millions view on YouTube.
9. Food Court Musical
16 agents create a spontaneous musical in a food court in a Los Angeles mall. Can I have a napkin please?
8. Grocery Store Musical
6 undercover actors burst into song in a grocery store in Queens. Three minutes and lots of silly choreography later, they returned to their roles as shoppers and stock boys. Hmm.. fruits deserve the chance to mingle huh 🙂
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