Andy Greenaway
I became Sony Ericsson's Global Creative Director in 2008. The brand had been ravaged by the iPhone. We told them they needed to do things differently. "Create a campfire," we said. And they did. This campaign was hugely successful. "It saved us," our global client said. "The best performing campaign in 4 years." He got headhunted on the back of the campaign. And the new team decided to go back to the traditional approach. Broadcast, Print and RTB. The rest is history.
Desperados is a tequila infused beer. Yuk, I hear you say. Adults hate it but university students love it. But we had a problem. One of the core pillars of the global brand platform is to support artists. Specifically street artists. And that was an issue for us. Because in Singapore, graffiti is illegal. So we turned to tech for our solution. The campaign featured above was hugely successful. It grew sales by more than 18%. The Activation won a Bronze at Cannes
Cadbury wanted to get digital. We gave them an idea that rode on the back of a growing global trend - colouring books for adults. But how do you hijack something like that in a unique and interesting way? Get adults to colour a movie, that's how. This is the case study...
...This is the film that thousands of consumers coloured in, frame by frame. Beautiful.
Kids don't watch TV. So how do you reach them if you're a lolly pop brand? And, more importantly, how do you engage them? You go online with a big Multi-Player game. Thousands of kids signed up and sales of the brand went through the roof.
I was hearing so many media people slagging off Facebook as a medium. "It doesn't work," they were saying. "Engagement is low." This campaign proved them wrong. The results were spectacular.
A fun project I got involved with in Guangshouz. P&G were struggling with the digital world. This campaign showed them the possibilities.
Another campaign for P&G. One that proved you don't need lots of money - nor fancy tech - to create engagement. Sometimes, Lo-Fi is Best-Fi. The campaign won a Silver at Cannes.