For those who don't know him, Seth Godin is one of the guru of modern marketing.
Here is one of his speechs on Ted (Ted is an endless brainfood kind of website, go and watch people, you won't regret it) on one of his pet-subjects: Tribes.
The "Tribe" concept is always worth remembering when working on a brief, any brief.
06/04/2010
Eat a potato, save the world
Today a flash-back for a pitch I did with a team of schoolmates a while back.
The advertiser was the CNIPT (the French National Trade Association For Potatoes).
To bring fun into the product consumption and create a strong call to action, we chose to center the campaign around the idea of war against Potatoes. The Potatoes are attacking the human race, only one retaliation is possible: eating them. The tagline was “Eat a potato, save the world”.
The campaign starts with the airing of a commercial on every channel before the traditionnal 8 pm TV news.
Pub CNIPT Freemind version sous-titrée
envoyé par C-Brousse.
The day after the first airing of TV commercial, false covers are run on newspapers front pages, announcing the potatoes attack.
Headline: Potatoes Declare War to Mankind !
The news in brief announce some points of the campaign to come and establish some more background elements :
- The website savetheworld.com to know more about the war
- The creation of the NPFP Squad (No Pity For Potatoes), which invite people to join and act
- The distribution of potatoes peelers in the streets
- Interview with a specialist talking about the nutritional quality of potatoes
Later, other videos following the evolution of the war against potatoes will be put online on savetheworld.com and on community websites. People will be invited to post their own method to destroy potatoes and the best ways to cook them.
CNIPT Freemind, buzz web
envoyé par C-Brousse.
The advertiser was the CNIPT (the French National Trade Association For Potatoes).
To bring fun into the product consumption and create a strong call to action, we chose to center the campaign around the idea of war against Potatoes. The Potatoes are attacking the human race, only one retaliation is possible: eating them. The tagline was “Eat a potato, save the world”.
The campaign starts with the airing of a commercial on every channel before the traditionnal 8 pm TV news.
Pub CNIPT Freemind version sous-titrée
envoyé par C-Brousse.
The day after the first airing of TV commercial, false covers are run on newspapers front pages, announcing the potatoes attack.
Headline: Potatoes Declare War to Mankind !
The news in brief announce some points of the campaign to come and establish some more background elements :
- The website savetheworld.com to know more about the war
- The creation of the NPFP Squad (No Pity For Potatoes), which invite people to join and act
- The distribution of potatoes peelers in the streets
- Interview with a specialist talking about the nutritional quality of potatoes
Later, other videos following the evolution of the war against potatoes will be put online on savetheworld.com and on community websites. People will be invited to post their own method to destroy potatoes and the best ways to cook them.
CNIPT Freemind, buzz web
envoyé par C-Brousse.
01/04/2010
Pimpin’ Ducks
I used the (almost) infamous free range vector duck and customized it for the Pimp My Brand team I worked with all week on the Starbucks VIA pitch.
(And before you ask, no there is absolutely no link between ducks & coffee, but ducks and I go a long way back, so it was a bit of an inside joke. Remind me to tell you one day how I once suggested to train ninja ducks to get ride of the pigeons in Paris as an answer to a Creative Thinking assignment aiming to improve life in the city... ^ ^ )
And now you can download the package and spread the love with your own customizations. :)
(Or ask me to do it for you if you are lazy... ^^)
(And before you ask, no there is absolutely no link between ducks & coffee, but ducks and I go a long way back, so it was a bit of an inside joke. Remind me to tell you one day how I once suggested to train ninja ducks to get ride of the pigeons in Paris as an answer to a Creative Thinking assignment aiming to improve life in the city... ^ ^ )
And now you can download the package and spread the love with your own customizations. :)
(Or ask me to do it for you if you are lazy... ^^)
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