Digital Creativity Report 100 Inspiring Case Studies For 2014

100 INSPIRING CASE STUDIES FOR 2014
DIGITAL
REPORT
DIGITAL TERRITORY
IS DIGITAL A MEDIA? A FORMAT?
A CHANNEL? A TOOL? A TECHNIQUE?
DOES DIGITAL HAVE A DEFINITION?
At W, we do not want to rush into
defining digital, since we believe,
like a brand, that digital is a wide range of practices, ideas and resources.
Like brands, digital is a territory, with all the associated complexity.
Inhabitants, a culture and a history; conventions, practices and laws;
a philosophy and battles.
DIGITAL CREATIVITY I FEBRUARY 2014 2
DIGITAL TERRITORY
In this Digital Creativity report, we have chosen
to focus on one part of this vast territory
the advertising approach.
What is a digital idea?
What are the mechanics and motives of these ideas?
BUILDING ON THE 500 CASE STUDIES
FEATURED ON THE W BLOG IN 2013,
TODAY WE OFFER YOU
100 CASE STUDIES BROKEN DOWN INTO THREE TRENDS.
All the case studies contained in this report are international, carried out in countries other than France.
DIGITAL

How do brands use
digital to provide real evidence of
their message?
DIGITAL

How do brands use
digital to offer "added value"
to consumers?
DIGITAL

How are brands adopting the
digital culture to adapt to the age?
1 2 3
1.1 UX-PROOF
1.2 ITS A TRAP!
1.3 BORN IN THE STREET
1.4 IMPOSSIBLE IS NOTHING
1.5 THIS IS NOT AN AD
1.6 PROOF IN PROGRESS
1.7 SLIGHT EXAGGERATION!
2.1 BEYOND THE AD
2.2 YOU HAVE A MESSAGE
2.3 A HELPING HAND
2.4 SOCIAL UTILITY
3.1 THE 5 COMMANDMENTS
3.2 DIGITAL DETOX
3.3 YES WE CAN
3.4 AN IDEA OR A PET
3.5 LIKE A VIRGIN
3.6 DIGITAL HOLD-UP
3.7 WTF
DIGITAL
HOW DO BRANDS USE DIGITAL
TO PROVIDE REAL EVIDENCE OF THEIR MESSAGE?
1
DIGITAL
DIGITAL CREATIVITY I FEBRUARY 2014
6
1
WHAT'S NEW?
BRANDS' ATTITUDE
Rather than offer proof of their message via scientists in white
coats, they are creating events allowing customers and
consumers to conduct real-life experiments to provide proof
of the product.
Real experiments, mostly using staged shoppers, are filmed
and broadcast to support advertising space on the web and
sometimes on TV. This allows millions of consumers to learn
the results of an experiment they have not taken part in, like
those they were told about in the era of researchers in white
coat.
Basically what is new about this advertising is that actors
playing consumers have replaced actors plating scientists.
WASHING POWDER WHICH WASHES WHITER,
SHAMPOO WHICH MAKES HAIR STRONGER, OR
SUGAR-FREE PRODUCTS AS DELICIOUS AS
HIGHER CALORIE VERSIONS BRANDS ALWAYS
HAVE SOMETHING TO PROVE.
Digital has provided these brands with new ways and new tools
to convey these messages.
Ariel washing powder creates a connected laundry in a train
station, Unilever shampoos organize a concert with
violins whose strings have been replaced with hair, Coca-Cola
tricks plane passengers and a cinema audience to demonstrate
that Zero is just as good as the original product.
DIGITAL
HOW DO YOU PROVIDE PROOF THROUGH A DIGITAL CAMPAIGN?
7 UNDERLYING TRENDS
1 2 3 4 5 6 7
UX-PROOF ITS A TRAP! BORN IN
THE STREET
IMPOSSIBLE
IS NOTHING
THIS IS NOT
AN AD
PROOF
IN PROGRESS
SLIGHT
EXAGERATION!
1
1 1
DIGITAL
UX-PROOF
WHEN A CAMPAIGN OFFERS PROOF THROUGH EXPERIENCE
PLACE THE TRUTH IN FRONT OF THE CONSUMER
WHO IS MORE ATTENTIVE DUE TO BEING A PARTICIPANT
MELBOURNE
REMOTE
CONTROL
TOURIST
The Melbourne gives web-
users the pleasure of
exploring the city via
remote-controlled tourists
who do what they are asked.
http://wcie.io/DC_melbourne
1 1
DIGITAL
UX-PROOF
The volunteer association
counselling people considering suicide
presents a suicide
via an interactive poster.
http://wcie.io/DC_samaritans
To give the cinema audience a sense of
what it is like to be homeless, the charity turned the
air-conditioning up to maximum.
QR codes on the blankets handed out allowed the
audience to make donations.

The car manufacturer
plays the tapping on the shoulder joke
to promote its rearview mirrors
with no blind spot.
http://wcie.io/DC_ftyfty http://wcie.io/DC_volkswagen
(+)
1 1
DIGITAL
UX-PROOF
The washing powder brand
aims to demonstrate to young students
that there is nothing complicated
about washing clothes with Tide
by offering them a self-washing T-shirt.

http://wcie.io/DC_tide
The restaurant chain
promotes balanced meals for children
by allowing parents
to watch their offspring
do the shopping by themselves.

http://wcie.io/DC_subway
(+)(+)
1 2
DIGITAL
ITS A TRAP!
WHEN A CAMPAIGN TRICKS A CONSUMER IN ORDER TO OFFER PROOF OF A MESSAGE
SURPRISE THE CONSUMER BY ILLUSTRATING
THE PROOF IN AN IRREFUTABLE WAY
COCA-COLA
ZERO
PASSENGERS
The brand tricks aircraft
passengers to prove that
Coca-Cola Zero has the
same taste as Coca-Cola.
The passengers thought they
were drinking the original
product when in fact it was
the Zero version.
http://wcie.io/DC_cocacolazero
1 2
DIGITAL
ITS A TRAP!
The brand associates its image with friendship
and invites some of its consumers
to trick their best friend by
asking them to pick them up from an
illicit poker game.
http://wcie.io/DC_carlsberg
A horror lm festival
terries guests by sending them
photos of their houses
via MMS.
To promote its deodorants,
Nivea stresses out passengers in a train station by
making them believe
they are wanted by the police.
http://wcie.io/DC_elmsta3000 http://wcie.io/DC_nivea2
(+)
1 2
DIGITAL
ITS A TRAP!
To mark the release of the horror lm Carrie,
Sony Pictures set up a candid camera
to present customers in a caf with
paranormal phenomena.
http://wcie.io/DC_sony
Taking advantage of Halloween
and the excessive sugar consumption at
that time of year, the brand tricks children
by offering them vegetable treats.
http://wcie.io/DC_oralB
(+)(+)
1 3
DIGITAL
BORN IN THE STREET
WHEN A CAMPAIGN CREATES ASTONISHMENT
A DISTURBING OR UNUSUAL SCENE TO AROUSE CURIOSITY
AND CREATE SUBJECTS FOR DISCUSSION ON THE WEB
LOVEVELO
BUBBLE
WRAP
The charity demonstrates
the importance
of wearing a bicycle helmet
by covering Zurich's
landmarks with bubble wrap
http://wcie.io/DC_lovevelo
1 3
DIGITAL
The charity creates shock by highlighting how long the
wait is to receive an organ by placing a patient on a
station platform.
http://wcie.io/DC_fursleben
The city of Sydney creates a sculpture from cigarette
butts to remind smokes of the negative impact of
cigarette butts on the environment.
The largest bank in the Middle East emphasizes its
overwhelming presence by inventing ATMs which can
move around.
http://wcie.io/DC_sydney http://wcie.io/DC_emiratesNBD
(+)
BORN IN THE STREET
1 3
DIGITAL
The charity denounces forced marriages
with lovers demonstrating their
true love by unlocking padlocks.
The Free the forced padlocks feature a QR code
linking to a donation site.
http://wcie.io/DC_freetheforced
The Argentinian daily paper, tired of reporting
on road trafc accidents,
creates signs out of
wrecked cars.
http://wcie.io/DC_lavoz
(+)(+)
BORN IN THE STREET
1 4
DIGITAL
IMPOSSIBLE IS NOTHING
WHEN A SIMPLE ANALOGY CREATES A SURPRISING EVENT
MAKING THE IMPOSSIBLE OR UNBELIEVABLE POSSIBLE IN ORDER TO MAKE AN IMPRESSION
AND OFFER PROOF OF A PRODUCT ATTRIBUTE
UNILEVER
CONCERTO
In order to promote its hair
care products, Unilever
organizes a concert in which
violin bow strings are
replaced by real human hair.
http://wcie.io/DC_unilever
1 4
DIGITAL
The energy drink brand
promotes its product by
driving a truck running on
Euglena as its only fuel.
http://wcie.io/DC_euglena
To mark the International Day on
Prevention of Child Abuse,
a newspaper was printed entirely
from children's rst names.
The energy drink creates a machine
to recharge mobiles from old batteries
thought to be empty.
http://wcie.io/DC_unesco http://wcie.io/DC_vitamilk
(+)
1 4
DIGITAL
The mobile demonstrates how easy it is to change
package in the blink of an eye via a video using face
recognition, changing scenes when the watcher blinks:
blinkwashing.
http://wcie.io/DC_virginmobile
(+)(+)
1 5
DIGITAL
THIS IS NOT AN AD
WHEN A PRODUCT BECOMES THE SOURCE OF ARTISTIC CREATIVITY
CREATING A CULTURE OR A LEGEND
AROUND YOUR BRAND OR PRODUCT

INTEL &
TOSHIBA
THE BEAUTY
INSIDE
The Beauty Inside
is a lm released on
YouTube in several parts,
designed to prove
that genuine beauty
lies within.
The tool allowed
web-users to take on the
role of the hero.
http://wcie.io/DC_Inteltoshiba
1 5
DIGITAL
THIS IS NOT AN AD
The hi- brand promotes its new helmet
by holding a virtual festival musical.
By scanning posters,
consumers can watch
concerts by popular groups.
http://wcie.io/DC_sony2
To thank its Facebook fans,
the ketchup brand commissioned artist Nathan Wyburn
to produce portraits
of a number of ketchup fans.
The international charity
combatting arms dealing
organized an exhibition featuring paintings
created from blood from murders:
the exhibition which should not have existed.
http://wcie.io/DC_felix http://wcie.io/DC_controlarms
(+)
1 5
DIGITAL
THIS IS NOT AN AD
The sports equipment manufacturer
teamed up with director Casey Neistat
to promote its Fuelband bracelet.
http://wcie.io/DC_nike2
(+)(+)
1 6
DIGITAL
PROOF IN PROGRESS
WHEN PROOF IS PROVIDED IN REAL TIME, IN FRONT OF THE CONSUMER'S EYES
SHAPE THE SITUATION IN REAL TIME TO REINFORCE
SENSATIONS OF PROXIMITY, COMMITMENT AND TRUTH
WWF
ALLFORBEAR
The NGO launches
an interactive website
to raise people's
awareness
of global warming.
As more individuals
register,
the ice pack expands
saving more
polar bears.
http://wcie.io/DC_WWFmoscou
1 6
DIGITAL
PROOF IN PROGRESS
The charity ghting family violence emphasizes that
alcohol often plays a harmful role
via coaster with
thermographic ink
http://wcie.io/DC_shine
The NGO attacked deforestation
by removing the turf from
a football pitch during
a live match.
The sports equipment manufacturer promotes
its new Flyknit running shoe,
as if knitted on your foot,
with a giant display in which the running shoe is knitted
in real time on a foot.
http://wcie.io/DC_WWF http://wcie.io/DC_nike
(+)
1 6
DIGITAL
PROOF IN PROGRESS
promotes its New Beetle
by organizing a live insect race
proving that the little creatures
are not so slow.
http://wcie.io/DC_volkswagen3
(+)(+)
1 7
DIGITAL
SLIGHT EXAGERATION!
WHEN A CAMPAIGN ILLUSTRATES THE PROOF IN A GLIB WAY
TAKE THE PROOF TO ITS EXTREME TO MAKE
THE MESSAGE OFFBEAT AND/OR UNDENIABLE.
MICROSOFT
WINDOWS 8
To promote
the simplicity
of its new version, Windows
gives it to children
who manage
amazingly well.
http://wcie.io/DC_microsoft
1 7
DIGITAL
SLIGHT EXAGERATION!
promotes its R8 model
by challenging web-users
to photograph the car
while it crosses the screen.
http://wcie.io/DC_audi
To promote its new Clio RS,
the French manufacturer
reinvents speed dating,
with the meeting taking place
in a vehicle during a race.
The carbonated drink wanted to
demonstrate its capacity to refresh beachgoers
by lming them in slow motion
being hit by a water bomb.
http://wcie.io/DC_Renault http://wcie.io/DC_sprite
(+)
1 7
DIGITAL
SLIGHT EXAGERATION!
The insurance company presents
a robot attack on Google Street View
to then show that it is the only insurer capable
of supporting individuals in this type of situation.
http://wcie.io/DC_statefarm
(+)(+)
DIGITAL
HOW DO BRANDS USE DIGITAL
TO OFFER "ADDED VALUE" TO CONSUMERS
2
DIGITAL
30
2
BRANDS SHOULD BE RECOGNIZED AS BEING
OF PUBLIC VALUE.
IS BRANDS' NEW CHALLENGE
BRAND UTILITY, DOES DIGITAL ENCOURAGE
BRANDS TO BE MORE USEFUL?
This question is less obvious than it appears.
Although many brands now offer a range of minor services to
enhance their promise, give it meaning, or encourage purchase
of their products, this technique may not be new.
Didn't Michelin create its guide to encourage drivers to travel
(and wear their tyres out more as they do so)?
WHAT'S NEW?
ACCESSIBILITY BY BRANDS.
A service via Facebook, a smartphone app,
a microsite, a connected object, services developed
using digital technology have the same objectives
as services developed by brands in the pre-internet era.
However the low cost of some services now allows
brands to develop more services, often for smaller targets
with, it must be admitted, less certain return on investment
DIGITAL
HOW IS IT POSSIBLE TO OFFER "ADDED VALUE" USING DIGITAL TOOLS?
4 UNDERLYING TRENDS
1 2 3 4
BEYOND
THE AD
YOU HAVE
A MESSAGE
HELPING
HAND
SOCIAL
UTILITY
2
2 1
DIGITAL
BEYOND THE AD
WHEN A BRAND TRANSFORMS ITS PROMISE INTO A USEFUL SERVICE
A MORE OR LESS SURPRISING SERVICE WHICH REINFORCES
THE BRAND'S POSITIONING BY BEING USEFUL TO THE CONSUMER
NIVEA
NIVEA SUN
To promote its
sun creams,
Nivea develops
an insert in a magazine to
recharge smartphones
using solar power.
http://wcie.io/DC_nivea
2 1
DIGITAL
BEYOND THE AD
To promote its start/stop technology, the manufacturer
creates a facial recognition plugin for YouTube which
stops the video when you are not watching.
http://wcie.io/DC_volkswagen2
To illustrate its Go Further promise, Ford created a
prepaid smartcard for travelling free on the motorway.
To mark breast-cancer screening week, the brand
continued to take care of women by creating a bra which
tweets as a reminder of the importance of screening.
http://wcie.io/DC_ford http://wcie.io/DC_nestle
(+)
2 1
DIGITAL
BEYOND THE AD
A technology and engineering university
promoted its teaching with
a panel producing
drinking water.
http://wcie.io/DC_utec
(+)(+)
2 2
DIGITAL
YOU HAVE A MESSAGE
WHEN A BRAND FACILITATES COMMUNICATION BETWEEN CONSUMERS
FORGING A COMMUNITY OF CONSUMERS TO FACILITATE
COMMUNICATION ABOUT A BRAND/PRODUCT
BUDWEISER
BUDDY CUP
To promote the friendly
experience of drinking beer,
Budweiser invented the
Buddy Cup which adds your
drinking buddy as a friend
on Facebook.
http://wcie.io/DC_budweiser
2 2
DIGITAL
YOU HAVE A MESSAGE
To promote the theme of love
on St Valentine's Day,
Durex offered lovers
all its advertising space
for them to declare their passion.
http://wcie.io/DC_durex
The American airline company
launched a Facebook application
enabling you to meet the person
due to sit next to you on the ight.
To promote the taste of its chocolate,
Cadbury refurbished an old press
to enable consumers to
convey messages by engraving
them on bars of chocolate.
http://wcie.io/DC_virgin http://wcie.io/DC_cadbury
(+)
2 2
DIGITAL
YOU HAVE A MESSAGE
The ice-cream manufacturer invited beachgoers
to take to Twitter to declare their summer romance.
If the tweet was selected,
it was own over the beach on a
banner attached to the back of a plane.
http://wcie.io/DC_cornetto
The toothpaste brand
used Twitter to help web-users
communicate the sensitive message
you've got something between your teeth" in a tweet.
This telecommunications specialist
in Singapore offers an application
allowing blind and partially sighted people to share
a photo by receiving a description
from other users.
http://wcie.io/DC_colgate http://wcie.io/DC_starhub
(+)(+)
2 3
DIGITAL
HELPING HAND
WHEN A CAMPAIGN PROVIDES ME WITH VALUE-ADDED
BRINGING VALUE-ADDED TO A PRODUCT/BRAND
TO FACILITATE CONSUMERS' USE
BALLANTINES
BALLANVINES
The brand offered new ways
of consuming its product by
cleverly using Vine, a new
social network, symbolizing
speed, simplicity and
innovation. Each six-second
Vine is a new recipe.
http://wcie.io/DC_ballantines
2 3
DIGITAL
HELPING HAND
The mayonnaise brand
tted supermarket trolleys
with a digital system
offering recipe ideas
according to your location
http://wcie.io/DC_hellmanns
Belgian bank KBC
demonstrated its commitment to entrepreneurs via a
site promoting
market needs
by area.
The Malm DIY store
offered its Facebook fans
the ToolPool application
allowing rental of
tool box.
http://wcie.io/DC_kbc http://wcie.io/DC_malmo
(+)
2 3
DIGITAL
HELPING HAND
The Brazilian TV station offered web-users the chance
to record their program remotely
via a simple tweet: #SKYREC.
http://wcie.io/DC_sky
This store specializing in the sale of hi- equipment
offers a website to calculate the sound system
and maximum power at which you can listen to music in
your home.
The UK Fashion giant
teamed up with Pinterest
to facilitate Christmas shopping.
http://wcie.io/DC_pause http://wcie.io/DC_topshop
(+)(+)
2 3
DIGITAL
HELPING HAND
This beer brand
cleverly helped consumers to
choose between drinking and driving
with a label that was also a
public transport ticket.
http://wcie.io/DC_stiegl
Huggies invented the connected nappy
allowing parents to know when
their child needs changing
via an application.
http://wcie.io/DC_huggies
(+)(+)(+)
2 4
DIGITAL
SOCIAL UTILITY
WHEN A DIGITAL CAMPAIGN BEARS GOOD RESULTS IN REAL LIFE
GIVING REAL-LIFE IMPACT TO DIGITAL CUSTOMS
IN ORDER TO MONETIZE NEW BEHAVIOURS
MANOS
UNIDAS
FOOD-
SHAREFILTER
To raise money to combat
hunger, the charity
harnessed the trend for food
photos on Instagram by
creating the Foodsharelter
for 0.89.
http://wcie.io/DC_manosunidas
2 4
DIGITAL
SOCIAL UTILITY
In order to transform likes into donations,
MSF created the 1like=1kroner badge.
Those posting the badge
donate 0.15 for each like.
http://wcie.io/DC_MSF
The charity composed a song
for Spotify with royalties
going to fund the charity's work.
The catering company
organized a fundraising on Instagram where,
for each photo posted
with #Donatuplato,
it donates 1 to the charity Caritas.
http://wcie.io/DC_soundseekers http://wcie.io/DC_askora
(+)
2 4
DIGITAL
SOCIAL UTILITY
This charity for the preservation of historic buildings
offered web-users the chance to buy
a place to haunt after they die;
the funds raised go towards preserving the monuments
which will survive long after we are gone.
http://wcie.io/DC_NTHP
(+)(+)
DIGITAL
HOW BRANDS ADOPT DIGITAL CULTURE
TO ADAPT TO THE AGE
3
DIGITAL
46
3
CAN WE DEFINE DIGITAL
AS AN EXPRESSION AREA?
DON'T NEW WORKING METHODS,
NEW WAYS OF ORGANIZING LIFE,
OF SHARING INFORMATION CREATED
BY THE WEB AND THE INTERNET IN ITS
BROADER SENSE, LEAD TO A DEFINITION OF
DIGITAL AS A CULTURE
RATHER THAN A TECHNOLOGY?
In this sense, isn't a brand which uses this culture (of networks)
to create a campaign on traditional media
adopting a digital attitude? Conversely, isn't a brand which
uses digital media to disseminate content
usually disseminated via traditional media adopting an anti-
digital attitude?
WHAT'S NEW?
CULTURE TAKES PRIORITY OVER
TECHNOLOGY.
Digital is above all a shared culture,memes, a way of seeing
the world, of viewing the past (the Minitel or Bi-bop
generation) and the present (the era of networks)
and the future (in which everything remains to be invented).
This is leading brands to evoke our digital nostalgia
(Windows campaign), to disconnect us from the internet to
share real life more (Amstel ) or dream up tools as
improbable as they are impractical (a helmet serving beer).
Although they do not always use digital from a technological
perspective, all these campaigns have something profoundly
digital in common: their attitude!

DIGITAL
WHAT MOTIVATES THE DIGITAL CULTURE?
7 UNDERLYING TRENDS
1 2 3 4 5 6 7
THE 5
COMMANDMENTS
DIGITAL
DETOX
YES
WE CAN
AN IDEA
OR A PET
LIKE
A VIRGIN
DIGITAL
HOLD-UP
WTF
3
3 1
DIGITAL
THE 5 COMMANDMENTS
WHEN A BRAND USES HACKING, UPCYCLING, CROWDSOURCING,
CUSTOMIZING, MEMING TO CREATE A SYSTEM
BURGER KING
HAND FREE
WHOPPER
HACKING
transformed a harmonica
holder into a Whopper
holder;
the Hands Free Whopper
allows you to
eat the hamburger
without using your hands.
http://wcie.io/DC_burgerking
3 1
DIGITAL
THE 5 COMMANDMENTS
CUSTOMIZING
Coca-Cola invited its consumers
to make a friend's day by customizing the bottle with
that person's name.
http://wcie.io/DC_coca-cola
UPCYCLING
This rum brand
transformed its bottles into
musical instruments
MEMING
Three hilarious videos were uploaded
to YouTube, based on the meme:
Hold my beer and watch this!
http://wcie.io/DC_brugal http://wcie.io/DC_budlight
(+)
3 1
DIGITAL
THE 5 COMMANDMENTS
CROWDSOURCING
produced the rst stop motion lm on Instagram
in collaboration with 200 instagramers #lexusinstalm.
http://wcie.io/DC_lexus
(+)(+)
3 2
DIGITAL
DIGITAL DETOX
WHEN DIGITAL CUSTOMS ENCOURAGE DISCONNECTING AND RETURNING TO THE REAL-WORLD
REFOCUSING ATTENTION ON A PRODUCT BY CALLING FOR DISCONNECTION
WHILE CREATING ALLUSIONS TO THE CONNECTED WORLD

POLAR
BEER
ANULADOR
A beer cooler
which scrambles
smartphone signals
to restore
sociability in bars.
http://wcie.io/DC_polarbeer
3 2
DIGITAL
DIGITAL DETOX
The brand offered a free beer
to consumers who agreed
to do without their mobiles.
http://wcie.io/DC_amstel
A Brazilian restaurant
changed the name of its Wi-Fi network
to encourage human reconnection.
A vineyard launched the
Untweetable campaign
to emphasize that some experiences are
only possible in the real work.
http://wcie.io/DC_venga http://wcie.io/DC_vineontario
(+)
3 3
DIGITAL
YES WE CAN
WHEN A BRAND TAKES ADVANTAGE OF THE FREEDOM OF TONE OFFERED BY THE INTERNET
TO DARE TO BYPASS GOOD TASTE AND GIVE A CAMPAIGN THE POTENTIAL TO GO VIRAL
DUE TO WEB-USERS' SPECIAL SENSE OF HUMOUR
METRO
TRAINS
MELBOURNE
DUMB WAYS
TO DIE
The Melbourne metro
launched a rail safety
campaign entitled Dumb
ways to die, a viral
campaign, the main vehicle
for which was an offbeat clip
which was a huge hit
on the web.
http://wcie.io/DC_MTS
3 3
DIGITAL
YES WE CAN
This website, offering a service to
calculate your blood-alcohol level,
created a video compilation
of people who are drunk.
http://wcie.io/DC_askdave
The liquor brand illustrated comfort
by showing someone
very relaxed in swimming trunks.
The Health Ontario campaign mocked smokers and
their bad smell by showing
"social farters". The campaign appealed to its audience
by drawing a parallel between smoking and farting.
http://wcie.io/DC_southerncomfort http://wcie.io/DC_ontario
(+)
3 4
DIGITAL
AN IDEA OR A PET
WHEN ANIMALS TAKE THE INTERNET BY STORM
TAKING A SURE THING AND ADAPTING IT IN EVERY WAY IMAGINABLE
SAMSUNG
ECOBUBBLE
Samsung produced a meta-
ad in which a brown bear
takes advantage of a
washing machine during
lming of an ad and washes
its fur, which then becomes
white.
http://wcie.io/DC_samsung
3 4
DIGITAL
AN IDEA OR A PET
A wolf explains the
fundamentals
of marketing
and good management.
http://wcie.io/DC_oldspice
A goat
which loves Doritos
tortures its owner.
The UK telephone operator
emphasizes the importance of "silly stuff"
visible on the web by showing a
Shetland pony moonwalking.
http://wcie.io/DC_doritos http://wcie.io/DC_three
(+)
3 5
DIGITAL
LIKE A VIRGIN
WHEN A BRAND USES A TECHNOLOGY FOR THE FIRST TIME
USING A FASHIONABLE TECHNOLOGY IN THE MEDIA TO ENSURE A CAMPAIGN HAS AN AUDIENCE
THROUGH THE FIRST TIME EFFECT
CASTLE LITE
MIND
READER
This beer brand invited
consumers to
rell their glass
themselves...
using the power of the mind.
http://wcie.io/DC_castlelite
3 5
DIGITAL
LIKE A VIRGIN
An RFID card memorizes
each time you visit the urinals
equipped with alcohol detectors.
http://wcie.io/DC_zouk
The brand innovated by
harnessing a fashionable technology to
to come up with a new delivery method.
When passersby
moves lose to the vehicle,
it lights up and changes colour.
http://wcie.io/DC_dominos2 http://wcie.io/DC_opel
(+)
3 5
DIGITAL
LIKE A VIRGIN
Yahoo! developed a voice-activated machine
incorporating a search engine
and 3D printer.
This gives blind children a print out of animals they
want to learn about.
http://wcie.io/DC_yahoo
The cereal brand tted out a skate park
with RFID technology to connect to Facebook
and publish the
skaters' moves live.
Heineken opened an interactive bar
equipped with Leap Motion technology
in which consumers can customize
their experience by adapting the decor.
http://wcie.io/DC_kellogs http://wcie.io/DC_heineken
(+)(+)
3 6
DIGITAL
DIGITAL HOLD-UP
WHEN A CAMPAIGN SUBVERTS A DIGITAL BEHAVIOUR TO PROMOTE ITS MESSAGE
SUBVERTING DIGITAL CUSTOMS TO BREAK WITH ROUTINE
AND LET SURPRISE CONVEY THE MESSAGE
TAM VIAGENS
OUT-OF-THE
OFFICE EMAIL
This travel agency offered a
reduction on your trip if you
attached its offbeat message
to your out-of-the-ofce
email. The reduction was
also available to those who
had read the email.
http://wcie.io/DC_tamviagens
3 6
DIGITAL
DIGITAL HOLD-UP
The supermarket chain
organized an Easter
egg hunt
on Google Street View.
http://wcie.io/DC_tesco
The charity subverted the YouTube pre-roll ad to deliver
two different messages depending on the web-user's
behaviour. You either watch to the end and are offered a
post as a volunteer or you skip and accept the
consequences of your inaction.
Pinterest, the social network
set up to help with wedding planning,
becomes a funeral planner.
http://wcie.io/DC_prevention http://wcie.io/DC_tac
(+)
3 6
DIGITAL
DIGITAL HOLD-UP
The board game offered free
Wi-Fi terminals in places where there aren't any.
The terminals were accessed using
points won by playing.
http://wcie.io/DC_scrabble
The restaurant chain placed an advertising poster on
our food photos (a small brand
ag) and offered a reduction on the dish in proportion to
the number of likes obtained on Facebook.
Kleenex put in place a highly targeted
adwords campaign presenting
a tissue ad only when
the search concerned illnesses
such as u.
http://wcie.io/DC_spoon http://wcie.io/DC_kleenex
(+)(+)
3 7
DIGITAL
WTF
WHEN A SURREALIST PERFORMANCE SPREADS A MESSAGE
SURPRISING BY SHOWING THE UNEXPECTED
AND THE EXCEPTIONAL TO ENSURE A MESSAGE GOES VIRAL
WWF
THE ANT
RALLY
To show the harm caused by
deforestation, the NGO
handed over to the
smallest species affected.
The charity then organized
an ant rally.
http://wcie.io/DC_WWF2
3 7
DIGITAL
WTF
thanked its Facebook fans
by organizing a giant
domino cascade.
http://wcie.io/DC_dominos
The Metro newspaper published an
edition without any images to promote
its photo competition.
To promote its cosmetics products,
GD brought to life a dream morning as
described by women on their Pinterest.
http://wcie.io/DC_metro http://wcie.io/DC_gud
(+)
3 7
DIGITAL
WTF
The drink which gives you wings
organized the biggest parachute
jump ever carried out
under the name Strato.
http://wcie.io/DC_redbull
(+)(+)
CONCLUSION
66
Over the years, digital has expanded its territory, merging into reality
to offer a new relationship with the world.
It is changing behaviour, creating expectations and even establishing a
new culture.
So in the end, what does this new relationship with digital teach
us about the age we are living in, our business, our agency model ?
Digital is revealing and accelerating the transformation of brand
territories, but that's not all.
Boundaries are exploding.
The fine line between real and virtual as we have seen it
throughout this study, but also the fine line between CEO
and hoodie with Mark Zuckerberg, between fast food and fine
dining with gourmet burgers, between privacy and sharing with
Snapchat, between tourist and local resident with Airbnb, between
consumer products and seduction with adopteunmec.com, between
places or work and relaxation with Starbucks, between pupil and
teacher with Skillshare.
During this period of massive changes, brands are offering
reassurance but they must identify their new territory;
a territory which makes it possible to respond to a real-time need,
while at the same time constructing a long-term relationship.
Developing territories while taking into account the flux in
boundaries that is brands' new challenge in the digital age..
ON A CHAIR OR ON A NAPPY. AT THE
LOCAL BAR OR IN A BRA. IN AN
AIRPORT OR ON A WINDSCREEN. THAT
IS WHERE THE BEST OF DIGITAL
CREATIVITY IS NOW FOUND.
EVERYWHERE.
Symbols Places Stories
DESIGNING TERRITORIES
Interactions
PRODUCTION OF THE REPORT|:
GILLES DELRIS, LAURENT CABIOCH,
JRME LAVILLAT, SAMY MARTINEZ
DESIGN:
MICHEL ROUSSEAU
WONDERFULBRANDSWRITERS:
CAMILLE P, JOY E, ADRIEN D, KONSTANTIN K,

CONTACT: EMELINE KEUNDJIAN e.keundjian@wcie - 01 72 27 02 46
twitter.com/wcie - facebook.com/agencewcie

Digital Creativity Report 100 Inspiring Case Studies For 2014

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100 INSPIRING CASE STUDIES FOR 2014

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