1. 5
16th April 2012

2. 1. Invisible Mercedes
It‟s not often that you try to make your product invisible as part of
your advertising. When Mercedes wanted to promote its new fuel cell
vehicle, instead of placing it squarely in front of everyone in the
world, the company decided to do exactly that with their car. In this
clever publicity stunt, Mercedes wanted to emphasize that its F-Cell
vehicle has no exhaust emissions, making it virtually invisible to the
environment. It was done by covering one side of the car with LEDs
that played back a live feed from a camera mounted on the other
side. This meant that you had to be in the right position for full
effect, but the wrap up video is impressive for those that did see it.

3. 1. Invisible Mercedes
http://www.youtube.com/watch?v=ZIGzpi9lCck&feature=player_embedded

4. 2. The original social medium
Becki Miller on TRL on Spin1038 decided to create her own version of
the Carly Rae Jepson video „Call me maybe‟. In a time when we‟re all
trying to get a younger target market to interact with our campaigns
and to inspire „user generated content‟, it‟s interesting to see the
connection a youth radio station has with it‟s listeners.
Apologies for sticking this tune in your head for the day.

5. 2. The original social medium
http://www.youtube.com/watch?v=9wLiflOStGY

6. 3. TNT Drama Button
For the launch of the high quality TV channel TNT in Belgium, a button was
placed on an average Flemish square of an average Flemish town near a
sign with the text "Push to add drama" that invited people to use the button.
Once it was pushed a whole lot of drama suddenly appeared in the square

7. 3. TNT Drama Button
http://www.youtube.com/watch?feature=player_embedded&v=vzoFXZ5pT1w

8. 4. Make an entrance
This choice for ignition is inspired by the corridor or walkway that runs
the length of the new OMD office in Richview, Clonskeagh. Media sales
representatives sometimes walk along this walkway on their way to and
from meetings. Some say hello to people as they pass them, some
keep the head down and avoid eye contact.
If you really wanted to own the walkway, this is what should be playing
through your mind.

9. 4. Make an entrance
http://www.youtube.com/watch?v=yMfvzlf9Uus&feature=fvst

10. 5. Advertisers using outdoor dispensing units
For the month of March, dog walkers in Toronto didn't have to worry if they
forgot to bring waste bags to tidy up after their pets. To promote Pedigree
Chicken & Rice+ Dry Food with probiotics, Proximity BBDO in Toronto
developed the first-ever bus shelter ad that also dispensed pet waste bags.
As the pet food promotes healthy digestion, the creative used the tagline
„Help keep your dog regular‟.
Premier Foods used 6 sheet dispensers to promote their Mr Kipling Angel
slices. The 6 sheet had a touchpad button which allowed consumers to press
and release a single snap pack cake out of the dispenser. The site contains
500 cakes and was replenished daily. A timer was also installed which limited
the dispenser to release a maximum of 1 cake per minute. The vinyl-wrapped
posters also emitted the cake‟s aroma to tempt consumers to interact with
the site. The campaign was created to promote the brand‟s “snap pack”
format and remind consumers that they can eat its products on the go.

11. 5. Advertisers using outdoor dispensing units
http://kinetic.circulator.com/Content.aspx?ID=32190&SubscriberID=4822023&
NewsletterID=32183&SendID=91319&AddEvent=True

12. 5. Advertisers using outdoor dispensing units
Ahead of the release of their new Ready Baked Jackets product, McCain
wanted to recreate the experience of their new product. 3D jacket potatoes
appeared at bus shelters across the country and when a button was
pressed, a hidden heating element released the smell through the shelter.
The aroma was developed over three months in collaboration with a
specialist scent lab to accurately match the finished product. Money off
coupons were also dispensed and could be redeemed across a number of
retailers, to make it possible for customers to trial the product.

13. 5. Advertisers using outdoor dispensing units
http://kinetic.circulator.com/Content.aspx?ID=30661&SubscriberID=4822023&
NewsletterID=30660&SendID=83696&AddEvent=True