I really feel like the Titanium lion lost its way this year. It's supposed to, according to its description when it first launched, "honour work in any category that causes the industry to stop in its tracks and reconsider the way forward". None of the ideas in the final group were risky enough to even qualify, in my opinion. Apparently, the judges know so little about social media that the inclusion of SM elements qualified as "risky," especially when we're talking about such a blah campaign as Twelpforce. It's THAT fact that should cause the industry to stop in its tracks and reconsider the direction we're headed.
Add http://sprinklebrigade.com/ to the list, from a few years ago.
I guess I kind of disagree. The balloon gag only works because of the meaning that the placement over the head has been given by the creative on TV. And to me, it's a quick way to grab attention and remind people of your brand. In addition, I think that the billboards that were highjacked probably benefited from it, since people are actually now LOOKING at was is a pretty drab outdoor layout.
Of course, with wind and all, I doubt everyone got the perfectly framed version we see here.
Did this come before or after http://theworldismycanvas.com/ ? It's a very similar idea for another GPS system.
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