No one ever dreams about driving a midsize sedan.We wanted a sweet and dreamy cinematic pre-launch spot for the Optima. This needed to hold its own on the big screen while it ran during 2010 Holiday season.
After rounds of concepting ideas for the launch of the Kia Soul, we realized that no matter what the execution we had a very simple message -- We’re all going from Point A to Point B, but we’re just suggesting there’s a new way to do it. We took that message to heart. Instead of the normal brash, balls-out advertising treatment that cars usually get, we decided there might just be a new way to market to our young target as well. In keeping with that basic thought, we designed a non-traditional brand initiative to complement the launch’s fundamental idea. We created the Soul Collective, which sent Souls on tour with Santigold, MGMT and other sweet bands to play free shows across country, we set up a six-part web series on Youtube, we invented an interactive web game, and we watched as hamsters actually became cool. And ultimately, we constructed the relationship between music and the Soul that would play out for the next three years.
A New Way To Roll
custom autoshow display piece
Adidas reigns supreme in the hip-hop scene in the real world. What would be its counterpart in the Soul hamster world? Hamstar was our answer. We envisioned it as a brand within a brand and intended to market it that way. First, we designed the entire wardrobe and urban backdrop for the ‘This or That’ commercial as Hamstar-centric, complete with grafitti tagging and other “winks” within the CGI set build. Then we got fans of the spot talking to each other on a teaser Facebook fan page, where we planned to make our announcement of hamstarclothing.com. Hamstar now lives there as a standalone apparel and urban accessories digital storefront, where you can purchase everything from the hoodies in the spot to vinyl toys. Over 50 quadrillion units have been sold to date, and it’s still going strong.
Method was fighting a dirt revolution. Since the era of Lysol, people had been brainwashed to kill dirt in their homes. Method had turned that old-fashioned ideology on its head, by stewarding a green movement of responsible cleaning using their eco- and human-friendly products. We created a microsite to show users that the products that they were using to kill dirt in their homes were actually toxic poisons – in the happiest way possible, of course. In the Detox Your Home campaign, we gave users ten different interactive tests on a microsite to determine their home toxicity level due to their current cleansers. They could also learn how Method products would actually be a beneficial alternative to what they currently had in their cupboards. By joining the Method Advocate community, folks could learn to clean, not kill.
Detox Your Home
One of the launch titles for the Playstation3 was Ratchet and Clank: Tools of Destruction. What better way of showing off the new processing power
"It's a Wonderful World, Destroy It."
"If you're going through hell, keep going."
-Winston ChurchillSOCOM has a huge cult following and is one of Playstation’s most successful titles. We thought it would be cool to give its top gamers their dream by putting them through their worst nightmare. We recruited the top 16 players and put them through a real Hellweek with US Navy SEALs in Coronado, CA. The resulting reality series that we produced showed the gamers going through a real life test-of-wills.
Our target audience for the launch of the new Sorento was new parents, but we didn’t want to pander to them as clichés.
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