1.
DIGITAL
REPORT
100 INSPIRING CASE STUDIES FOR 2014

2.
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

3.
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 CREATIVITY I FEBRUARY 2014
3

4.
1
2
3
DIGITAL
DIGITAL
DIGITAL
How do brands use
digital to provide real evidence of
their message?
How do brands use
digital to offer "added value"
to consumers?
How are brands adopting the
digital culture to adapt to the age?
1.1 UX-PROOF
2.1 BEYOND THE AD
3.1 THE 5 COMMANDMENTS
1.2 “IT’S A TRAP!”
2.2 “YOU HAVE A MESSAGE”
3.2 DIGITAL DETOX
1.3 BORN IN THE STREET
2.3 A HELPING HAND
3.3 YES WE CAN
1.4 IMPOSSIBLE IS NOTHING
2.4 SOCIAL UTILITY
3.4 AN IDEA OR A PET
1.5 THIS IS NOT AN AD
3.5 LIKE A VIRGIN
1.6 PROOF “IN PROGRESS”
3.6 DIGITAL HOLD-UP
1.7 SLIGHT EXAGGERATION!
3.7 WTF
DIGITAL CREATIVITY I FEBRUARY 2014
4

5.
1
DIGITAL
HOW DO BRANDS USE DIGITAL
TO PROVIDE REAL EVIDENCE OF THEIR MESSAGE?
DIGITAL CREATIVITY I FEBRUARY 2014
5

6.
1
DIGITAL
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 CREATIVITY I FEBRUARY 2014
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.
6

7.
1
DIGITAL
HOW DO YOU PROVIDE PROOF THROUGH A DIGITAL CAMPAIGN?
7 UNDERLYING TRENDS
1
2
3
4
5
6
7
UX-PROOF
“IT’S A TRAP!”
BORN IN
THE STREET
IMPOSSIBLE
IS NOTHING
THIS IS NOT
AN AD
PROOF
“IN PROGRESS”
SLIGHT
EXAGERATION!
DIGITAL CREATIVITY I FEBRUARY 2014
7

8.
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 webusers the pleasure of
exploring the city via
remote-controlled tourists
who do what they are asked.
http://wcie.io/DC_melbourne
DIGITAL CREATIVITY I FEBRUARY 2014
8

9.
1 1
DIGITAL
UX-PROOF (+)
http://wcie.io/DC_samaritans
http://wcie.io/DC_fiftyfifty
http://wcie.io/DC_volkswagen
The volunteer association
counselling people considering suicide
presents a suicide
via an interactive poster.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
9

10.
1 1
DIGITAL
UX-PROOF (+)(+)
http://wcie.io/DC_tide
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.
DIGITAL CREATIVITY I FEBRUARY 2014
http://wcie.io/DC_subway
The restaurant chain
promotes balanced meals for children
by allowing parents
to watch their offspring
do the shopping by themselves.
10

11.
1 2
DIGITAL
IT’S 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
DIGITAL CREATIVITY I FEBRUARY 2014
11

12.
1 2
DIGITAL
IT’S A TRAP! (+)
http://wcie.io/DC_carlsberg
http://wcie.io/DC_elmsta3000
http://wcie.io/DC_nivea2
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.
A horror film festival
terrifies 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.
DIGITAL CREATIVITY I FEBRUARY 2014
12

13.
1 2
DIGITAL
IT’S A TRAP! (+)(+)
http://wcie.io/DC_sony
http://wcie.io/DC_oralB
To mark the release of the horror film “Carrie”,
Sony Pictures set up a candid camera
to present customers in a café with
paranormal phenomena.
Taking advantage of Halloween
and the excessive sugar consumption at
that time of year, the brand tricks children
by offering them vegetable treats.
DIGITAL CREATIVITY I FEBRUARY 2014
13

14.
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
DIGITAL CREATIVITY I FEBRUARY 2014
14

15.
1 3
DIGITAL
BORN IN THE STREET
(+)
http://wcie.io/DC_fursleben
http://wcie.io/DC_sydney
http://wcie.io/DC_emiratesNBD
The charity creates shock by highlighting how long the
wait is to receive an organ by placing a patient on a
station platform.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
15

16.
1 3
DIGITAL
BORN IN THE STREET
(+)(+)
http://wcie.io/DC_freetheforced
http://wcie.io/DC_lavoz
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.
The Argentinian daily paper, tired of reporting
on road traffic accidents,
creates signs out of
wrecked cars.
DIGITAL CREATIVITY I FEBRUARY 2014
16

17.
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
DIGITAL CREATIVITY I FEBRUARY 2014
17

18.
1 4
DIGITAL
IMPOSSIBLE IS NOTHING
(+)
http://wcie.io/DC_euglena
http://wcie.io/DC_unesco
http://wcie.io/DC_vitamilk
The energy drink brand
promotes its product by
driving a truck running on
Euglena as its only fuel.
To mark the International Day on
Prevention of Child Abuse,
a newspaper was printed entirely
from children's first names.
The energy drink creates a machine
to recharge mobiles from old batteries
thought to be empty.
DIGITAL CREATIVITY I FEBRUARY 2014
18

19.
1 4
DIGITAL
IMPOSSIBLE IS NOTHING (+)(+)
http://wcie.io/DC_virginmobile
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.
DIGITAL CREATIVITY I FEBRUARY 2014
19

20.
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 film 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
DIGITAL CREATIVITY I FEBRUARY 2014
20

21.
1 5
DIGITAL
THIS IS NOT AN AD
(+)
http://wcie.io/DC_sony2
http://wcie.io/DC_felix
http://wcie.io/DC_controlarms
The hi-fi brand promotes its new helmet
by holding a virtual festival musical.
By scanning posters,
consumers can watch
concerts by popular groups.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
21

22.
1 5
DIGITAL
THIS IS NOT AN AD
(+)(+)
http://wcie.io/DC_nike2
The sports equipment manufacturer
teamed up with director Casey Neistat
to promote its Fuelband bracelet.
DIGITAL CREATIVITY I FEBRUARY 2014
22

23.
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
DIGITAL CREATIVITY I FEBRUARY 2014
23

24.
1 6
DIGITAL
PROOF “IN PROGRESS” (+)
http://wcie.io/DC_shine
http://wcie.io/DC_WWF
http://wcie.io/DC_nike
The charity fighting family violence emphasizes that
alcohol often plays a harmful role
via coaster with
thermographic ink
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.
DIGITAL CREATIVITY I FEBRUARY 2014
24

25.
1 6
DIGITAL
PROOF “IN PROGRESS” (+)(+)
http://wcie.io/DC_volkswagen3
The car manufacturer
promotes its New Beetle
by organizing a live insect race
proving that the little creatures
are not so slow.
DIGITAL CREATIVITY I FEBRUARY 2014
25

26.
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
DIGITAL CREATIVITY I FEBRUARY 2014
26

27.
1 7
DIGITAL
SLIGHT EXAGERATION!
(+)
http://wcie.io/DC_audi
http://wcie.io/DC_Renault
http://wcie.io/DC_sprite
The car manufacturer
promotes its R8 model
by challenging web-users
to photograph the car
while it crosses the screen.
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 filming them in slow motion
being hit by a water bomb.
DIGITAL CREATIVITY I FEBRUARY 2014
27

28.
1 7
DIGITAL
SLIGHT EXAGERATION!
(+)(+)
http://wcie.io/DC_statefarm
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.
DIGITAL CREATIVITY I FEBRUARY 2014
28

29.
2
DIGITAL
HOW DO BRANDS USE DIGITAL
TO OFFER "ADDED VALUE" TO CONSUMERS
DIGITAL CREATIVITY I FEBRUARY 2014
29

30.
2
DIGITAL
“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)?
DIGITAL CREATIVITY I FEBRUARY 2014
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…
30

31.
2
DIGITAL
HOW IS IT POSSIBLE TO OFFER "ADDED VALUE" USING DIGITAL TOOLS?
4 UNDERLYING TRENDS
1
3
4
BEYOND
THE AD
DIGITAL CREATIVITY I FEBRUARY 2014
2
“YOU HAVE
A MESSAGE”
HELPING
HAND
SOCIAL
UTILITY
31

32.
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
DIGITAL CREATIVITY I FEBRUARY 2014
32

33.
2 1
DIGITAL
BEYOND THE AD (+)
http://wcie.io/DC_volkswagen2
http://wcie.io/DC_ford
http://wcie.io/DC_nestle
To promote its start/stop technology, the manufacturer
creates a facial recognition plugin for YouTube which
stops the video when you are not watching.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
33

34.
2 1
DIGITAL
BEYOND THE AD (+)(+)
http://wcie.io/DC_utec
A technology and engineering university
promoted its teaching with
a panel producing
drinking water.
DIGITAL CREATIVITY I FEBRUARY 2014
34

35.
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
DIGITAL CREATIVITY I FEBRUARY 2014
35

36.
2 2
DIGITAL
“YOU HAVE A MESSAGE”
(+)
http://wcie.io/DC_durex
http://wcie.io/DC_virgin
http://wcie.io/DC_cadbury
To promote the theme of love
on St Valentine's Day,
Durex offered lovers
all its advertising space
for them to declare their passion.
The American airline company
launched a Facebook application
enabling you to meet the person
due to sit next to you on the flight.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
36

37.
2 2
DIGITAL
“YOU HAVE A MESSAGE”
(+)(+)
http://wcie.io/DC_cornetto
http://wcie.io/DC_colgate
http://wcie.io/DC_starhub
The ice-cream manufacturer invited beachgoers
to take to Twitter to declare their summer romance.
If the tweet was selected,
it was flown over the beach on a
banner attached to the back of a plane.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
37

38.
2 3
DIGITAL
HELPING HAND
WHEN A CAMPAIGN PROVIDES ME WITH VALUE-ADDED
BRINGING VALUE-ADDED TO A PRODUCT/BRAND
TO FACILITATE CONSUMERS' USE
BALLANTINE’S
BALLANVINE’S
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
DIGITAL CREATIVITY I FEBRUARY 2014
38

39.
2 3
DIGITAL
HELPING HAND
(+)
http://wcie.io/DC_hellmanns
http://wcie.io/DC_kbc
http://wcie.io/DC_malmo
The mayonnaise brand
fitted supermarket trolleys
with a digital system
offering recipe ideas
according to your location
Belgian bank KBC
demonstrated its commitment to entrepreneurs via a
site promoting
market needs
by area.
The Malmö DIY store
offered its Facebook fans
the ToolPool application
allowing rental of
tool box.
DIGITAL CREATIVITY I FEBRUARY 2014
39

40.
2 3
DIGITAL
HELPING HAND
(+)(+)
http://wcie.io/DC_sky
http://wcie.io/DC_pause
http://wcie.io/DC_topshop
The Brazilian TV station offered web-users the chance
to record their program remotely
via a simple tweet: #SKYREC.
This store specializing in the sale of hi-fi 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.
DIGITAL CREATIVITY I FEBRUARY 2014
40

41.
2 3
DIGITAL
HELPING HAND
(+)(+)(+)
http://wcie.io/DC_stiegl
This beer brand
cleverly helped consumers to
choose between drinking and driving
with a label that was also a
public transport ticket.
DIGITAL CREATIVITY I FEBRUARY 2014
http://wcie.io/DC_huggies
Huggies invented the connected nappy
allowing parents to know when
their child needs changing
via an application.
41

42.
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
FOODSHAREFILTER
To raise money to combat
hunger, the charity
harnessed the trend for food
photos on Instagram by
creating the Foodsharefilter
for €0.89.
http://wcie.io/DC_manosunidas
DIGITAL CREATIVITY I FEBRUARY 2014
42

43.
2 4
DIGITAL
SOCIAL UTILITY
(+)
http://wcie.io/DC_MSF
http://wcie.io/DC_soundseekers
http://wcie.io/DC_askora
In order to transform likes into donations,
MSF created the 1like=1kroner badge.
Those posting the badge
donate €0.15 for each like.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
43

44.
2 4
DIGITAL
SOCIAL UTILITY
(+)(+)
http://wcie.io/DC_NTHP
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.
DIGITAL CREATIVITY I FEBRUARY 2014
44

45.
3
DIGITAL
HOW BRANDS ADOPT DIGITAL CULTURE
TO ADAPT TO THE AGE
DIGITAL CREATIVITY I FEBRUARY 2014
45

46.
3
DIGITAL
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 antidigital attitude?
DIGITAL CREATIVITY I FEBRUARY 2014
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!
46

47.
3
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
DIGITAL CREATIVITY I FEBRUARY 2014
47

48.
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
The restaurant chain
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
DIGITAL CREATIVITY I FEBRUARY 2014
48

49.
3 1
DIGITAL
THE 5 COMMANDMENTS
(+)
http://wcie.io/DC_coca-cola
http://wcie.io/DC_brugal
http://wcie.io/DC_budlight
CUSTOMIZING
UPCYCLING
MEMING
Coca-Cola invited its consumers
to make a friend's day by customizing the bottle with
that person's name.
This rum brand
transformed its bottles into
musical instruments
Three hilarious videos were uploaded
to YouTube, based on the meme:
Hold my beer and watch this!
DIGITAL CREATIVITY I FEBRUARY 2014
49

50.
3 1
DIGITAL
THE 5 COMMANDMENTS
(+)(+)
http://wcie.io/DC_lexus
CROWDSOURCING
The car manufacturer
produced the first stop motion film on Instagram
in collaboration with 200 instagramers #lexusinstafilm.
DIGITAL CREATIVITY I FEBRUARY 2014
50

51.
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
DIGITAL CREATIVITY I FEBRUARY 2014
51

52.
3 2
DIGITAL
DIGITAL DETOX (+)
http://wcie.io/DC_amstel
http://wcie.io/DC_venga
http://wcie.io/DC_vineontario
The brand offered a free beer
to consumers who agreed
to do without their mobiles.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
52

53.
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
DIGITAL CREATIVITY I FEBRUARY 2014
53

54.
3 3
DIGITAL
YES WE CAN (+)
http://wcie.io/DC_askdave
http://wcie.io/DC_southerncomfort
http://wcie.io/DC_ontario
This website, offering a service to
calculate your blood-alcohol level,
created a video compilation
of people who are drunk.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
54

55.
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 metaad in which a brown bear
takes advantage of a
washing machine during
filming of an ad and washes
its fur, which then becomes
white.
http://wcie.io/DC_samsung
DIGITAL CREATIVITY I FEBRUARY 2014
55

56.
3 4
DIGITAL
AN IDEA OR A PET (+)
http://wcie.io/DC_oldspice
http://wcie.io/DC_doritos
http://wcie.io/DC_three
A wolf explains the
fundamentals
of marketing
and good management.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
56

57.
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
refill their glass
themselves...
using the power of the mind.
http://wcie.io/DC_castlelite
DIGITAL CREATIVITY I FEBRUARY 2014
57

58.
3 5
DIGITAL
LIKE A VIRGIN (+)
http://wcie.io/DC_zouk
http://wcie.io/DC_dominos2
http://wcie.io/DC_opel
An RFID card memorizes
each time you visit the urinals
equipped with alcohol detectors.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
58

59.
3 5
DIGITAL
LIKE A VIRGIN (+)(+)
http://wcie.io/DC_yahoo
http://wcie.io/DC_kellogs
http://wcie.io/DC_heineken
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.
The cereal brand fitted 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.
DIGITAL CREATIVITY I FEBRUARY 2014
59

60.
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-office
email. The reduction was
also available to those who
had read the email.
http://wcie.io/DC_tamviagens
DIGITAL CREATIVITY I FEBRUARY 2014
60

61.
3 6
DIGITAL
DIGITAL HOLD-UP (+)
http://wcie.io/DC_tesco
http://wcie.io/DC_prevention
http://wcie.io/DC_tac
The supermarket chain
organized an Easter
egg hunt
on Google Street View.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
61

62.
3 6
DIGITAL
DIGITAL HOLD-UP (+)(+)
http://wcie.io/DC_scrabble
http://wcie.io/DC_spoon
http://wcie.io/DC_kleenex
The board game offered free
Wi-Fi terminals in places where there aren't any.
The terminals were accessed using
points won by playing.
The restaurant chain placed an advertising poster on
our food photos (a small brand
flag) 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 flu.
DIGITAL CREATIVITY I FEBRUARY 2014
62

63.
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
DIGITAL CREATIVITY I FEBRUARY 2014
63

64.
3 7
DIGITAL
WTF (+)
http://wcie.io/DC_dominos
http://wcie.io/DC_metro
http://wcie.io/DC_gud
The restaurant chain
thanked its Facebook fans
by organizing a giant
domino cascade.
The “Metro” newspaper published an
edition without any images to promote
its photo competition.
To promote its cosmetics products,
GÜD brought to life a dream morning as
described by women on their Pinterest.
DIGITAL CREATIVITY I FEBRUARY 2014
64

65.
3 7
DIGITAL
WTF (+)(+)
http://wcie.io/DC_redbull
The drink which gives you wings
organized the biggest parachute
jump ever carried out
under the name Strato.
DIGITAL CREATIVITY I FEBRUARY 2014
65

66.
CONCLUSION
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.
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.
DIGITAL CREATIVITY I FEBRUARY 2014
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..
DESIGNING TERRITORIES
Symbols
Places
Stories
Interactions
66

67.
PRODUCTION OF THE REPORT|:
GILLES DELÉRIS, LAURENT CABIOCH,
JÉRÔME LAVILLAT, SAMY MARTINEZ
DESIGN:
MICHEL ROUSSEAU
WONDERFULBRANDS WRITERS:
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