Pereira O'Dell's social film for the Intel Toshiba partnership has been awarded the Film/Branded Content & Cyber Grand Prix at the Cannes Lions International Advertising Festival.
The six week series, called "The Beauty Inside," stars Topher Grace as Alex, who wakes up every day in a different body - each new body played by a cast of consumers who auditioned via Facebook for their roles. The strange adventure, which Alex chronicles on his Intel-powered Toshiba laptop (naturally), gets problematic when the body-switching character falls in love.
According to Ad Age, the judges praised the quality of the production and story, which "represented a move forward in filmic and online storytelling," as the pub puts it.
As tenuous as the connection to the Intel-based Toshiba product may be (based on this first episode - see YouTube window above – one could be forgiven for wondering whether it really matters which notebook the character uses) the effort lives up to a central tenet of my book THE ON-DEMAND BRAND, which is to move marketing away from using the web as merely a channel for message distribution, toward content based on real-time participation, creation, collaboration and exhibition.
Here, consumers could watch the video on Facebook or via a special site, Like it to hear about the next installment, and, as mentioned, audition to play Alex. The nice interspersing webcam snippets enable many to play the role from the comfort of home.
One could argue that this is less product integration than mere product placement (I'm not sure I'd notice the product brand if I didn't know who was behind this). But it is a compelling way to make the product the central mechanism a provocative and entertaining narrative.
Sure, the promotional video is going to make your skin crawl.
But this branded game from Stride and W+K does seems like a fun way to have your game and chew it, too. That's because the game uses your iPhone camera to detect your mouth movements to control the onscreen hero, Ace (bonus points for including the ability to share images of your crazy jaw action to share on social media.)
Let's just hope the flavor lasts long enough to win during gameplay, though. Otherwise, the whole adventure may leave a, er, bad taste in your mouth.
DDB Manila and telecom company Smart Communications have won the Mobile Grand Prix at the Cannes Lions International Advertising Festival, with an effort that seems like the perfect mix of cause + commerce.
The initiative involves a clever way to bring school text books to a nation where few can afford tablets or e-readers, and where most families own old-fangled feature phones instead of smart phones.
The solution: condensing books into text messages and placing them on old SIM cards, where were repackaged into "Smart TXTBKS."
“It’s not the most technically advanced entry, and in fact, it’s a little bit backwards.” Xavier Laoureux, head of the Digital Arts Network at TBWA, tells AD AGE, adding that what was “interesting about [TXTBKS] is that it’s the best way to show you can have a mobile idea without pushing the technology side of it. It was not using technology as the end.”
In fact, it's an inspired example of reverse engineering a solution to fit the audience's needs in a unique and compelling way.
This "Wearable Movie" concept, from Ogilvy and Psyop, is so simple and yet so true to the nature of the brand.
What I like about it is that it follows a concept that I talk about in my book THE ON-DEMAND BRAND, called "Accentuating the P.O.S.-itive - making brand experiences Personalizable, Ownable and Sharable.
Here, users participate in the creation of a short film featuring a beloved brand - and become the viral engine by which it is spread.
It's enough for any brand - and its army of fans – to smile.
NIVEA has found a way to let you keep enjoying those summer rays - without having to worry about your phone going dead.
This new print ad from GiovanniDraftFCB in Brazil is just the latest example of print meeting digital for some very cool results (see recent Fanta-flavored, insurance-quoting, iPod-amping print ads for a few more).
Net-net: This is one way to boost your Like counts - and a pretty tasty one, at that.