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« Defensive Branding 101 | Main | What is Real CGM? »

March 15, 2006


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It's an interesting trend. Spec ads have always had a better chance at creativity. It's kind of a helpful cheat when you get to execute before having to pitch the concept.

I bet more clients would like ad agency concepts if they saw them *after* execution for the first time. And then there's the tendency for agencies to breed stale creative. Maybe this will breathe some life into the agency world. In the end if ad agencies can't beat consumers at making popular ads that build brands in their own way, well, what can you say.

Err, shouldn't that be 'incentivized'? Or better yet, "motivated" or "impelled" or something? I don't mean to get all "whoppers junior" on you, but incented makes my back teeth hurt.

here's a really sweet version of this from the (gasp) off-line world of outdoor billboards:
01/01.html (sorry, this needs tiny url)
take a minute and scroll thru, it's really multi-layered (literally) and cool. in brief: adidas germany placed white billboards around town at street level. they got hit up by grafitti artists. then adidas tagged the boards w/ a web adress. then adidas put up a mask of the new shoe that allowed the CGM grafitti to show thru. the catch? it's all about customizable sneakers. sweet.

I thought that this was a fun promotion and a great way to generate interest in the Tahoe.

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