• by Lauren Berger , March 22, 2007

When glue London set out to increase brand awareness for Richard Branson’s company, Virgin Money, the UK-based agency avoided the technical jargon and rate information typically associated with financial institutions. Instead, the new media agency created an award-winning, fantasy-driven campaign, composed of both rich media ads and interactive viral video. Working with the slogan “Things get more exciting when you say yes,” users respond to such questions as “Plant the seed?” or “Light the fuse?” — generating a more extreme adventure with every click. Likewise, the interactive viral video, now found at FreshFootwork.com, invites users to watch a professional dancer whose moves grow more bold and dangerous by the second. Curious visitors transform the soloist’s style from traditional ballet to aggressive street dance, performed while holding burning torches. With daring ads like these, who could say no?