Unexpected Thinking : 3 of the best from Cannes

The APG held a Cannes Highlights evening last night at the Verona, themed around ‘Unexpected Thinking’. As well as the usual suspects (Nike ‘Write the Future’, Walkers ‘Sandwich’, TippEx ‘Hunter Shoots A Bear’ etc) here are a few examples that hopefully haven’t been blogged to death:

1. Heartbreaker, Kaizers Orchestra
(Starcom, Norway)

Media generally doesn’t turn up the most electrifying case studies but this was a truly ingenious idea: build up anticipation for a new album release by giving it away – as sheet music. The outcome: cover version mania sweeps Norway.

Kaizers Orchestra – Hjerteknuser (Case study, English) from Anorak on Vimeo.

2. Gigantic Nose, BGH
(Saatchi & Saatchi, Buenos Aires)

It’s fashionable for digital people to slag off big ideas but this is a great example of how a creative strategy can create excitement over the dryest of product benefits. To promote a new airconditioner with an above average filtration system, Saatchis focused on those who needed it most – people with massive noses.

3. Monopoly City Streets, Hasbro
(Tribal DDB, UK)

OK, so this has been around a while but it’s still a nice idea. A lot of digital campaigns try and get people to participate for the sake of it but this is a lovely example of how a campaign that’s genuinely fun to get involved in can yield dramatic results. How do you promote a board game that’s already turned out more ‘special editions’ than Sports Illustrated? Go large by turning the whole world into a giant game.

@bdecastella

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