Advertising by Design (22 Brilliant Ideas)

TBWA/Hunt/Lascaris – We Sent Their Briefs Back

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Although TBWA\Hunt\Lascaris is well established as an above-the-line agency, our clients were yet to be introduced to the wealth of talent that TBWA\ Design has to offer. So, to get our clients’ attention, we intercepted existing above-the-line briefs and used the physical advertising brief as our canvas. Instead of answering the brief in a traditional manner, we conceptualized various designs that captured the essence of the brands, then brought them to life using only the cardboard job bags and the briefs that were attached to them. We created intricate pieces of paper art, transforming our client’s briefs into multi-dimensional design pieces. We then sent our clients’ briefs back to them, proving that TBWA\ Design can do amazing things with their briefs. Our campaign was a huge success. The design studio received their first new brief from our client just 5 days later. Even more notably, new design work in the system rose by 450% within the first 6 weeks.

Advertising Agency: TBWA\Hunt\Lascaris, Johannesburg
Executive Creative Directors: Matthew Brink, Adam Livesey
Art Director: Jade Manning
Copywriter: Vincent Osmond
Creative Director: Sacha Traest, Mike Groenewald
Design: Sacha Traest, Leigh-anne Salonika, Katleho Mofolo, Graeme Van Jaarsveld, Ilze Venter, jason Fieldgate
Typographer: Hazel Buchan
Photographer: Graeme Borchers, Des Ellis
Year: 2013

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Coca-Cola – Sharing Can

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Advertising Agency: Ogilvy & Mather, Paris/Ogilvy & Mather, Singapore
Chief Creative Officer: Chris Garbutt, Eugene Cheong,
Creative Director: David Raichman, Frederic Levron, Yvan Hiot
Copywriter: Xiao An Cheng
Designer: Martin Olivier, Olivier Brechon
Technical Partner : Capital Innovation
Year: 2013

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Land Rover – The Escape Key

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Jaguar Land Rover MENA is promoting the Land Rover LR4 with “The Land Rover Escape Key”, a small icon designed to replace the ESC key on desktop computer. Sent out in three batches of 800 pieces, the keys are designed to remind people at the office that there’s way to escape the every day routine of indoor business. Test driving a Land Rover LR4 is the way to find life beyond the office cubicle. The number of queries almost tripled and test drives are up by 208%.

Advertising Agency: Y&R MENA
Chief Creative Officer: Shahir Zag
Creative Director: Joseph Bihag, William Mathovani
Year: 2013

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Kit Kat – The Pillow Book

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Advertising Agency: JWT, Sao Paulo, Brazil
CCO: Ricardo John
Art Director: Brunno Cortez
Copywriter: Erick Mendonça
Creative Director: Ricardo John
Year: 2013

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Marionnaud – Memory Game

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Marionnaud, one of Europe’s largest perfume retailers, celebrated “10 years’ expertise in fragrance”. For the jubilee we created a very special staff incentive: the first Memory game without pictures. The cards had been finished with a fragrance coating. When rubbed, the cards released the scent of ingredients used in perfume manufacture. Rub and sniff: that was the only way to identify the pairs – but no problem for Marionnaud professionals.

Advertising Agency: Wirz/BBDO, Zurich
Executive Creative Director: Philipp Skrabal
Art Director: Barbara Hartmann
Copywriter: Marietta Mügge

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FIAT – Hero Hug

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Advertising Agency: Leo Burnett, São Paulo
Chief Creative Officer: Marcelo Reis
Executive Creative Director: Guilherme Jahara
Creative Director: Rodrigo Jatene
Copywriter: Caio Lekecinskas
Art Director: Rafa Oliveira

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Domino’s Pizza – Domino’s Pizza Disc

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Advertising Agency: Artplan, Sao Paulo
Executive Creative Director: Roberto Vilhena
Creative Director: Rodrigo Moraes
Copywriter: Tiago Trindade, Rodrigo Sanches
Art Director: Diogo Barbosa, Guilherme Grotti
Graphic Production: Bruno Werner

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Megaman – Light Bulb Calendar

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Advertising Agency: Grabarz und Partner, Germany
Executive Creative Director: Ralf Heuel
Creative Director: Andre Price, Jan-Florian Ege
Art Director: Andre Price, Jana Mehrgardt, Jan Riggert
Designer: Sönke Jansen

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Heineken – First Interactive Bottle

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Heineken embraces the start-up culture of experimentation because it knows that invention never sleeps. The brand understands that the best ‘user experiences’ tap into existing consumer behaviors and push technology into the background.

The intent of the Heineken Ignite project was to develop an idea that would create a memorable Heineken experience unlocking the power and possibilities of mobile innovation and technology.

Heineken believes that mobile innovation could offer a much more rewarding experience than just an app and embraced the challenge to think about how the product could be leveraged as an interface to the brand experience.

A prototype of Heineken Ignite will be revealed on 9 April at Milan Design Week as part of Heineken’s Lounge of the Future concept. Heineken takes its promise to “open your world” even further with the Heineken Ignite project, enhancing the organic way in which the product is used based on social interaction between beer drinkers. This innovative approach lets people be a part of the party in a whole new way and opens up possibilities in social situations.

Advertising Agency: Tribal DDB, Amsterdam

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3M Earplugs – Volume Pack

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The task was to develop an original promotional packaging solution that immediately conveyed the product value of 3M’s Solar Earplugs – a product targeted at end users frequently requiring effective noise protection (such as musicians and festival-goers). Solution: 3M turned the purpose of the earplugs – to reduce noise – into an original package design. The container’s cap looks like the volume knob of a hi-fi system; when opening it to reach the earplugs, one seems to be turning down the volume.

Advertising Agency: Scholz & Friends, Germany
Chief Creative Officer: Martin Pross
Executive Creative Director: Matthias Spaetgens
Creative Direction: Robert Krause, Wolf Schneider
Copy: Nils Tscharnke
Art Direction: Sebastian Frese, Ralf Schroeder

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Deutsche Bank – Anamorphic Mirror

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Brief Explanation
The vestibule is a narrow room of 25sqm strongly limiting the possible size of the installation. Therefore, we decided to utilise light for a radiant impact, and to expand the process of reception by making use of the visitors’ movement while approaching the area via a short staircase. Going upstairs becomes part of the experience as visitors gain increasing insights to the entry with the installation. Its concept is based on the principle of anamorphosis: what you see alters as you change your position in space. The image only fully resolves itself when seen from a particular ‘sweet spot’.

Describe the brief from the client
The redesigned corporate headquarters of Deutsche Bank in Frankfurt am Main are now housing a brand and conference area. Parts of this section are public and can be accessed directly from the spacious atrium via a staircase. Deutsche Bank commissioned us to develop an installation that references the well-known company logo, originally designed by Anton Stankowski, for the vestibule of this area. The brief was to provide an atmospheric element that would be visible to customers, visitors and employees standing at reception, as well as on the bridge connecting the building’s 2 towers.

Description of how you arrived at the final design
‘Anamorphic Mirror’ consists of a faceted mirror and blue light projected onto the opposite wall. When viewed from the ‘sweet spot’ the mirror reflects the Bank’s logo. Standing at the bottom of the stairs, visitors see seemingly random blue reflections on the mirror’s facets. As they get closer, the blue reflections begin to take shape, until they resolve into the bank’s logo upon the visitors’ reaching the stairs’ top. In this manner, an animation is created from a static surface. While getting even closer to entering the conference area, visitors are themselves reflected in the mirror and thus take centre stage.

Indication of how successful the outcome was in the market:
Since the opening on April 6 more than 20,000 visitors came to see the public part of the brand area. Board members use the overall facilities to hold receptions, functions such as HR are using it for employee activities, bank managers invite partners and clients, the press department welcomes journalists. With unobtrusive means, the dynamic and yet poetic installation ‘Anamorphic Mirror’ creates an atmospheric element with space-encompassing impact, and attunes visitors to the brand from the very beginning.

Advertising Agency: ART+COM in Cooperation with COORDINATION, Berlin
Executive Creative Director: Joachim Sauter
Designer: Simon Häcker
Project Manager: Gert Monath
Senior Art Director: Eva Offenberg
Year: 2013

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The Hälssen & Lyon – The Tea Calendar

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The Hälssen & Lyon tea calendar is the first calendar in the world to feature calendar days made from tea leaves. Finely flavoured and pressed until wafer-thin, the 365 calendar days can be individually detached and brewed directly in the cup with hot water. The tea calendar was sent exclusively to selected business partners.

Advertising Agency: Kolle Rebbe, Hamburg
Executive Creative Director: Sascha Hanke
Creative Director: Heiko Schmidt and Kay Eichner
Creative: Patrick Schroeder, Julia Meissner
Year: 2013
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Hot Wheels – Don’t Drink and Drive Key Chains

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Advertising Agency: Ogilvy, Mumbai, India
National Creative Directors: Abhijit Avasthi, Rajiv Rao
Senior Creative Director: Amitabh Agnihotri, Sameer Sojwal
Creative Group Head: Yogesh Pradhan
Year: 2012
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Greenpeace – Do Not Disturb

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Advertising Agency: AlmapBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Caio Tezoto
Year: 2012

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Coca-Cola FM – Magazine Amplifier

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The piece consists in an exclusive insert for subscribers of the latest edition of the Capricho magazine which was created by JWT. Attached to the cover, the art allows readers to turn the magazine into an amplifier. Simply by rolling the magazine and inserting the iPhone tuned into the Coca-Cola FM application in the spot indicated. The final format allows the sound waves to travel in two different directions at the same time, intensifying the stereo effect created by the device. The next step is to enjoy the music.

Advertising Agency: JWT, Brazil
Year: 2012

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Red Bull – Portable Charger

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We created Redbull-shaped portable charger. This Redbull-shaped charger will show its own recharging screen when they fit into the gadget And the mobile webpage of Redbull will be on the screen when it is unlocked.

Advertising Agency: Hallym University, Cheonan-si, South Korea
Copywriter: Heejo Sun, Dongkyun Yu
Art Director: Minseok Go
Year: 2012

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Land Rover – Edible Survival Guide

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While Land Rover vehicles can take on any obstacles in the desert, it cannot be said the same of their owners. Scorching temperatures, deadly animals and sinkholes are just a few things they might encounter. And when they venture deep into it, even the most experienced drivers can quickly succumb to the harshness of the desert. We wanted to create something that would cut through the clutter and that these people would like to keep. So we created a survival guide, which explained the basics for staying alive in the Arabian Desert, and packaged it in a way that would spur the attention of our target audience.

We researched every indigenous animal and plant, people could encounter in the Arabian Desert and how they could be used to survive. We studied the topography of the region to guide people to safety. We used a reflective packaging similar to army rations, which could be used to signal for help, and bound the book with a metal spiral, which could be used for cooking. Finally, we even took an extra step so that in case of emergency, people could always EAT the book. It was made out of edible ink and paper, and it had a nutritional value close to that of a cheeseburger.

We sent the book to 5,000 existing customers, gave it away as a supplement to the cars’ manual and made it freely available in sports shops. The initial response was very positive. And the client was so happy with the concept that they asked us to include the book as an insert in the next edition of a car magazine, with a 70,000 circulation.

Advertising Agency: Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director/Copywriter: Shahir Zag
Creative Director/Art Director/Illustrator: Joseph Bihag
Copywriter: Guillaume Calmelet
Designer/Copywriter: Khaled Said
Year: 2012

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IBM – Outdoor as Utility

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Advertising Agency: Ogilvy France

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Ricola – Ricola Music Edition

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Ricola, a brand of cough drops and breath mints in Switzerland, is known for its traditional blend of thirteen natural herbs. The provision of instant relief, even to the most strained throats, is visualised with the help of the wrapping paper. The Music Edition, an illustrated release, turns the drops into the heads of suffering singers. Each and every throat appears to be constricted. However, when you unwrap a bonbon, the throat is relieved and all hoarseness disappears. Print advertising presented the five characters: Rockabilly, Pop star, Opera singer, Rapper and Punk Rocker, with the tag line, “Unwrap your voice”. The project won Gold for Package Design at the London International Awards this week.

Advertising Agency: Jung von Matt, Hamburg

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Camp Nectar – Fruit Boxes (Made from Real Fruit)

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General Brands in Brazil ran a two-year experimental campaign in which fruit was grown in the shape of Camp Nectar fruit boxes to promote the claim, “Made from Real Fruit”. Customized juice box molds were placed around growing fruit on an orchard in Paranapanema, producing 1,123 oranges, lemons, guavas and passion fruit with the Camp Nectar box shape. The specially designed fruit, complete with brand imprint, straw and carton flaps, were placed in supermarkets and fairs to promote the juice range. The campaign won a Gold Outdoor Lion, a Bronze Direct Lion, a Silver and Bronze Promo & Activation Lion.

Advertising Agency: Age Isobar, Sao Paulo

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Sweet Enough – The Candy Room

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Sweet Enough, an importer of sugar free candy products in Australia, has set up The Candy Room, a store in Melbourne designed to draw out the inner child in customers, connecting them with childhood, fantasy and fiction and of course, sweets. Black line artwork is applied on white space, supplemented with the bright colours of the sweets throughout the store.

Advertising Agency: Red Design Group

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Oreo – Oreo Crumb Case

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Miami Ad School students have developed a tea bag enclosure for Oreo cookie crumbs to infuse milk with Oreo flavor. The Oreo Crumb Case, developed as a student project, could go a long way. Just shake together all the crumbs left in the Oreo packet, sprinkle them into the Crumb Case, and infuse the crumbs in your tumbler of milk.

Advertising Agency: Miami Ad School


CoorDown – #DammiPiùVoce (Saatchi & Saatchi Italy strikes back)

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Background
In Italy, due to prejudice, the basic rights of people with Down syndrome are still too often denied. With more funds available it would be possible to defend their rights.

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Idea
On launch day, on the site CoorDown.it, 50 people with Down Syndrome each appeared on video appealing to 50 celebrities for a donation. But not of money: they asked them to donate a video. A video in which they, the celebrities, asked for the money to support people with Down syndrome, amplifying their voices. A video, which if then shared via the celebrities’ social networks, would have more chance of being listened to.

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Spartaco & Jovanotti

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Results

50 out of 50 celebrities donated a video and shared it on their social networks, including the singers Tiziano Ferro andJovanotti; the footballers TottiMaterazzi and Zanetti; the rugby player Castrogiovanni; the star chef Carlo Cracco; the Real Madrid coach Jose Mourinho and the actress Sharon Stone.
Thanks to the social networks shares and all the media coverage, the campaign reached almost 30 million people, half of the italian population. And donations were up 700%, compared to Coordown’s previous fundraising campaign.

Advertising Agency: Saatchi & Saatchi, Italy
Creative Directors: Alessandro Orlandi, Luca Lorenzini, Luca Pannese
Art Director: Luca Pannese
Copywriter: Luca Lorenzini
Social Network specialist: Flavia Pipola
Head of Interactive Production: Silvio Coco
Web Developer: Dario Cataldi
Producer: Erica Lora-Lamia
Head of TV: Raffaella Scarpetti
Editor: Fulvio Rossetti
Social Media Partner: Ambito 5
Website development: Logicweb
Partners: Top Digital, Flipper Music, Luca Bottale, H-Films, Getty Images, Google, Akita
Year: 2013


Ceres Beer – #ivoteanyway (How a beer did what the government could not do)

I’m an Executive Creative Director. And if you ask people who work with me,  they’ll tell you that when it comes to judging our own works, I’m always hypercritical. That’s why I’ve never posted here any campaign coming from my agency.

But today I’m pretty proud of this project, so I decided to share it. Hope you’ll like it like I do.

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Election time is near and Italian politicians, the most aged in Europe, never miss an opportunity to show their distance from young people and their needs. For a bureaucratic obstacle, thousands of students who live outside the country (e.g. for the Erasmus program) will not be able to vote from abroad. Despite the calls of the European Union and the students’ protest, no one can solve the problem. Ceres, one of the most popular beers in Italy, decides to prove that these guys are better than those who represent them in parliament.

Our goals were to boost the brand awareness becoming the main supporters of the movement and to bring the problem to the attention of everyone, inspiring the conversation about the right to vote and the sense of responsibility of young Italians. We knew that it would have also improved the reputation of Ceres, a beer with a high alcohol content: we wanted to show everyone that the guys who love Ceres are responsible and mature people, that care for themselves and for their country’s future.

Ceres is a strong beer. It believes it’s always worth to take a position, to stand, even if it means making difficult or inconvenient choices. Even if maybe you won’t win. This is the essence of the brand, it is called “Inglorious Heroism”, and it is summed up by the pay-off  “The town needs heroes.” Students in Erasmus are real heroes in the midst of their quest to discover the world. These young heroes had been wronged and Ceres decided to help them to vote anyway. Italy is an old, tired country that needs the energy of young people. As the slogan of this operation says, “Italy needs of Heroes.”

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We contacted representatives of the students in major European cities. We told them we wanted to organize symbolic elections to make them vote anyway. We launched the twitter hash tag #iovotolostesso (#ivoteanyway), we sent groups in each city a kit with everything they needed to run and publicize the symbolic elections: facsimile ballots, ballot boxes, flyers and posters. We also sent them a few packs of beer to celebrate at the end. The kit also contained instructions on how to create video appeals that students would send us and would become part of a collective promo video. The video was posted on the web, the students used it to spread the word and we sent it to mainstream media.

More groups spontaneously joined in. The symbolic elections took place in 26 European cities on the same days of the Italian real elections. We sent the symbolic results to the media a few hours before the close of official polling stations.

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Results:

For the cause:

Thousands of students from 26 European cities joined the initiative. The protest achieved unprecedented visibility on all the national media: TV, newspapers magazines, radios, social media, news website and blogs. The operation opened a debate all around the country. #ivoteanyway became a tweet trend with more than 10.000 tweets in 10 days.

For the brand:

Brand search frequency on google: +470% in 10 days. Ceres was the most cited brand during the election week. People reached: 20 millions, one third of the italian population. Media investment: less than € 5,000.

Advertising Agency: Bcube, Milan
Executive Creative Director: Francesco Bozza
Creative Director: Sergio Spaccavento, Andrea Stanich
Creative Team: Sergio Spaccavento, Andrea Stanch, Alessandro Sciarpelletti, Silvia Savoia
Edit: Danilo Carlani, Alessio Dogana
Year: 2013


From Coke to Mikado – Don’t Underestimate the Power of a Red Button

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Mikado – Resistance Test

Advertising Agency: Buzzman, Paris, France
CEO / Creative Director: Georges Mohammed-Chérif
Art Director: Louis Audard
Copywriter: Tristan Daltroff
Art Director Assistant: Clément Séchet
Year: 2013

 

TNT TV Channel – Dramatic surprise on an ice-cold day

Advertising Agency: Duval Guillaume Modem, Brussels
Creative Director: Geoffrey Hantson, Katrien Bottez
Copywriter: Dieter De Ridder
Art Director: Ad Van Ongeval
Production Company: Czar
Director: Koen Mortier
Year: 2013

 

Fantastic Delites – How Far Would You Go?

The Delite-o-matic is an interactive vending machine that dispenses free packs of Fantastic Delites simply by pushing a button hundreds of times or by performing challenges. The Delite-o-matic was put out on the streets to prove that because Fantastic Delites taste so good, people will go to incredible lengths to get their hands on them.

Advertising Agency: Clemenger BBDO, Australia
Creative Director: Karl Fleet
Digital Creative / Art Director: Oliver Prenton
Digital Creative / Copywriter: Matt O’Grady
Year: 2012

 

TNT TV Channel – Big Red Push Button

To launch the high quality TV channel TNT in Belgium we placed a big red push button on an average Flemish square of an average Flemish town. A sign with the text “Push to add drama” invited people to use the button.

Advertising Agency: Duval Guillaume Modem, Brussels
Creative Director: Geoffrey Hantson, Katrien Bottez
Copywriter: Dieter De Ridder
Art Director: Ad Van Ongeval
Production Company: Czar
Director: Koen Mortier
Year: 2012

 

Coca-Cola – Happiness Truck

A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil. Where will happiness strike next?

Advertising Agency: Definition 6, Atlanta
Year: 2011


Welcome to ROACHVILLE from TBWA Johannesburg

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TBWA Hunt Lascaris Johannesburg’s brief was to conceptualise an outdoor campaign that illustrates that Doom Fogger gets into every nook and cranny, killing insects before they get too comfortable. Using cracks on outdoor walls, they created a make-believe world, showing cockroaches in different environments. This was achieved by creating miniature furniture and using actual cockroaches to depict real life scenarios inside the cracks.

Advertising Agency: TBWA, South Africa
Executive Creative Directors: Matthew Bring, Adam Livesey
Creative Director: Justin Wright
Art Director: Sifiso Nkabinde
Copywriter: Thokozani Mashigo
Agency Producer: Sharon Cvetkovski
Account Manager: Vanessa Maselwa.
Production: Birthmark
Director of photography: Rowan Cloete
Producer: Matthew Durant
Year: 2012


Crispin Porter + Bogusky for Just Dance 3 – Autodance

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Just Dance is the fun dance game series that anyone can pick up and play. But until now, the audience has been limited to teenage girls. For the launch of Just Dance 3, the brief was to expand the audience, with no media spend.
To promote the release of Just Dance 3, Crispin Porter + Bogusky created Autodance, an app that proves anyone can Just Dance. Simply record your friends doing stuff and the app syncs their movements to a choice of dance tracks from the video game. Like magic, your friends will be shaking their stuff in a branded music video that can be shared online.

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Autodance is more than just a fun app. It’s a fun tool to get people to make and share our ads for us. Each user-generated video acts as an advert for Just Dance 3, and features our tagline “Anyone can Just Dance”, along with an end card for the game.
The app proved so successful it’s now been incorporated into Just Dance 4.

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With no media spend, Autodance exposed Just Dance 3 to a new audience of millions. And over Christmas 2011, Just Dance 3 became the best-selling video game in Europe.

Results:
App Downloads: 6.3 Million
User-generated videos: 32 Million
Video views (in phone): 118 Million
Video views (on Facebook): 32 Million
Total video shares (Facebook and Youtube): 2.9 Million
Facebook likes: 4.3 Million
Facebook comments: 2.4 Million

Advertising Agency: Crispin Porter + Bogusky, Gothenburg
Creative Director: Mattias Berg
Copywriter: Jim Connolly
Art Director: Mattias Berg
Production Company: Adore You
Chief Creative Officer: Rob Reilly
Executive Creative Director: Gustav Martner
Executive Creative Director: Bjorn Hoglund
Creative Technology Director: Per Rundgren
Head of Interactive: Marcus Aslund
Interactive Developer: Martin Furuberg
Motion Designer : Motion Designer Jörgen Bengtsson
Visual Designer: Stephano Dinamarca Fernández
Visual Designer: Mattias Nordenham
Year: 2011

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Court TV’s Parco PI – That Girl Emily

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To generate a buzz leading up to the season premiere of Parco PI on the American network Court TV (now truTV), a show that revolved heavily around the subject of adultery, a campaign was conjured up that – at first glance – looked like every cheating man’s worst nightmare. A fictitious character called Emily seemed set on exposing her husband’s adulterous ways for the whole world to see and having her revenge. In a blog Emily drew readers into the story of how she came to realize that her husband was cheating on her. Within several days, the blog had received over a million hits and Emily was getting requests for media appearances at a national level. The narrative laid the foundation for a series of billboards on which Emily declared “Fourteen Days of Wrath” against her cheating husband, Steven. Four of the Fourteen Days of Wrath were actual staged events in New York City. When Emily threw out her cheating husband’s belongings, the drama was captured on a hand-held camcorder and uploaded to video-sharing sites.

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The campaign as a whole was covered by over 200 news sources on-air, online and in print.

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Public Hath No Fury, Even When Deceived

From New York Times. By Julie Bosman (July 24, 2006)

It was the pitch-perfect vengeful Dear John letter, blown up on a billboard in the middle of Manhattan by a furious and apparently deep-pocketed spouse.

“Hi Steven,” it began, cheerily enough. “Do I have your attention now? I know all about her, you dirty, sneaky, immoral, unfaithful, poorly endowed slimeball. Everything’s caught on tape. Your (soon-to-be-ex) Wife, Emily.”

The billboard created interest, and not just from an unfaithful Steven. A booking agent from “Good Morning America” sent an e-mail to Emily inviting her on the show. British Glamour wanted to make her the subject of a feature article.

But when pictures of the billboard proliferated on Gawker, Defamer and other blogs, readers quickly dug in. One fact soon emerged, thanks to camera phone pictures: the billboard was identical to others in Brooklyn, Los Angeles and Chicago. Someone else discovered that Emily was keeping a blog, thatgirlemily.blogspot.com, detailing Steven’s infidelities. More digging showed that one Emily blog entry was oddly similar to a synopsis for an episode of “Parco P.I.,” a reality show on Court TV.

Another “source” sent an e-mail to Gawker suggesting that Court TV was behind the signs, pointing out that it was a viral marketing campaign to promote one of its programs. Mystery solved.

The bad news for viral marketers who use these kind of devices: executives at Court TV said they did not really want to be discovered so quickly. The good news is that even after the ruse was discovered, people visited the Emily blog, pushing it to one million hits by the end of Thursday. A fake surveillance video on the blog, supposedly from a private eye capturing Steven holding hands with his paramour, hit YouTube and became one of its most-viewed videos. Did it even matter that Emily was fictitious?

“Emily is really an amalgam of all of us who have been cheated on,” said Marc Juris, general manager for programming and marketing at Court TV. “Clearly, this really resonated with people.”

Whether it resonates into higher ratings for “Parco P.I.” is another matter. The “Emily” ruse was originally intended to be a stunt to help promote the start of the show’s new season on Aug. 15, but Court TV’s marketing group liked the idea so much that they made it a large part of the campaign. The second phase — ads for the show to be stamped over the original billboards — was to start next Monday, but Court TV moved it up to July 26 after all the attention.

Mr. Juris was still marveling: “It’s like a flash investigation took place, and within 24 hours we were busted.”

LDog.0

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Advertising Agency: Amalgamated NYC, USA
Copywriter: Tommy Noonan
Copywriter: Jon Yasgur
Account Manager: Judy Goldfarb
Creative Director: JASON GABORIAU
Creative Director: Doug Cameron
Year: 2006


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