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To access, click here, or go here: http://www.youtube.com/user/virginmobileusa/blinkwashing
- Agency: Mother
- Location: New York
- Client: Virgin Mobile
- Name: Blink washing
- Category: web video/stunt/experiential
- Why I like it: How can you get me to interact for 2 minutes with a video that shares all the boring details of a US mobile phone service plan which I definitely don’t need? Tough challenge…but maybe this is the way we should approach all of our projects in today’s fragmented media market, where consumer attention is so hard to get and retain. In this particular case, Virgin Mobile succeeds by sharing the information in a way I’ve never seen before. I don’t even know what category to put this in, it’s basically a long-form video that you control by blinking (it’s tracked through your webcam – and it really works!) Very, very cool, completely immersive and engaging, and enough to overcome the huge hurdle of zero relevance (imagine if you were actually in the hunt for a phone plan?). Just a gentle reminder that, wherever we think the bar is set at in terms of storytelling and execution, there are teams of people somewhere already hard at work to raise it even higher.