More Cannes Lions
The Cyber Awards were announced today; there’s a lot here that falls into my area so here’s what I really like.
First up I’m going to pull out a number of ads that have borrowed ideas from other internet elements. Whilst this can be seen as a homage to the idea, it can also be seen as ripping off; agencies have been accused of this before. I have no idea what the situation is for these pieces.
- First up is Volkswagen Rabbit, from CPB who riff off their own creative, putting the AI from Subservient Chicken into a banner ad. What was once a huge viral site now turns into a ad; add your word to the banner and watch the VW do things
- Adidas Impossible is Nothing. This appears to be ‘borrowed’ from Line Rider. But a nice little thing to do inside a banner.
- Kabel Deutschland (porn TV) has borrowed the Ragdoll Physics for their banner ad. But fun though -watch those naked people tumbling.
taking inspiration from other things online is common; at one point everyone wanted to do Post Secret; everything popular gets immitators
- Mini Showcase. Lovely use of niche sites. From a big site, follow the mini through the web through slightly eccentric British sites.
- I want to see a Ghost, for Pulse movie.
Bring Pulse plot to real life, by creating a fake blog which is possessed by ghosts, and allowing users to become both main characters of the movie and the spreaders of the action, thanks to a high-level personalisation tool which allows text, audio, and real time webcam recording video for scaring friends. The Results: +300,000 visits with no advertising cost. +1,250,000 visits by now +18,000 references on blogs, forums and webs +175,000 viral email sent.
Although I’m generally against false blogs, it depends how this was presented. It sounds intriguing though.
- Verizon Action Hero
visitors to the site can upload their photos and be transformed into 3D action superheroes. Users also choose their own action adventure, picking a bad guy to battle against and selecting scenes, dialogue, and music. At the end of the process, the site renders a 2-minute high-quality CG movie staring the user and reflecting their choices. The movie can then be downloaded and posted to blogs, YouTube, etc.
More interaction, getting the user involved in the advertising instead of just one way.
- Volvo Treasure Hunt. This is the first one, from last year. No results but I’m guessing it was pretty successful as they ran it again this year.
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POSTED IN: Advertising Agencies, Advertisments, Engaging the Customer, Fun and Games, Integrated and Transmedia Marketing
2 opinions for More Cannes Lions
Chris
Jun 21, 2007 at 4:15 pm
awesome stuff. I had to try the VW Rabbit ad and of course I had to type in something inappropriate.
The result was a white and black Rabbit driving into a dark tunnel together. After a few beeps and bumps, multi-shaded rabbits came racing back out of the tunnel. Hilarious!
Rachel
Jun 21, 2007 at 4:36 pm
there’s some fun gone into that one. I like the ‘eat’, dance is good as well
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