Why I like it: “Wow.” I predict this will be your reaction if you dive into this choose-your-own-adventure film/web site/promotion by Perrier. You are instantly submerged into a hedonistic, underground world of Perrier, in the hunt for a secret bottle that will let you win prizes of wild partying. It’s a nice enough promotional idea, but what is staggering here is the executional twist: you can change point-of-view at any time, seeing things through the eyes of every participant in this decadent affair. You hope from one person to another as you want, instantly switching perspective as you descend further into the decadence. Let’s say we go in and spend a few minutes interacting with this world that Perrier has built. What is the value of that? How do you compare it to a 30 second TV ad, or an outdoor board? I think the metrics have not yet been developed to accurately tracks this type of
Every morning I scour the web and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!
Today’s pick is not an ad per se, but a 2 min case study for an “ambient” initiative
Why I like it: What fabulous creativity in getting the message out about TED! If you’ve been to Buenos Aires, you’ll know that these are some very credible and knowledgeable advocates. Check out the end of the video to see what is coming next – just as brilliant. I love the fact that this was done for such little cost, yet it’s so perfectly executed and has such as high potential ROI. Congratulations to the folks at Ogilvy Argentina, who are on a total tear of late!
So much heartache of late…but hey the advertising here is great!
Argentina is not a large country in terms of population, and its local advertising market is quite minuscule in terms of billings.
But this country; long known for soccer, tango and a perennial state economic crisis; has scratched and clawed its way to a seat at the small VIP table of worldwide creativity, alongside other “big fish” like the US, the UK and Brazil.
This has been going on for decades and has really taken hold in the last 10 or so years. Take for example two nuggets from 2011:
At Cannes 2011 in the “film” category, Argentina placed 2nd worldwide in the awards ranking, behind the juggernaut US, but ahead of Brazil (who placed third with almost 20 times the number of entries), and the UK.
The AdAge 2011 International Agency of the Year award went to Del Campo Nazca Saatchi & Saatchi. This is the second consecutive year this award is taken by an Argentine shop, as last year the winner was Santo. Continue reading →