Video Campaign

by Staff Writers, Sep 6, 2007, 6:26 PM

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Sight, sound and motion engage consumers like little else.

AKQA
Visa Security/"Real People, Real Stories"

PJ Pereira, Creative Director; Kristen Stewart, Art Director; Karen Hutchinson, Copywriter; Jen Watts, Account Planner; Vinny Abeygunawardena, Brad Johnson, Kelly Grimes, Alan Brimm, Ian Bauer, Bill Emmack, Terry Lee, Creative Development; Barbara Alperin, Project Manager; Dianne Hayashi, Group Media Director; Noel Aragon, Media Supervisor; Amelia Milo, Media Planner; Sarah Skinner, Assistant Media Planner

Unlike the other two finalists in this category, which feature hilarious video portrayals of fictitious characters, interactive shop AKQA produced a compelling series of video vignettes featuring real people dealing with the real world concern of credit card security. Utilizing man-on-the-street interview techniques, the AKQA team made the sanctity of Visa's security protocols the real star of the campaign and used authentic examples of people who avoided credit card fraud thanks to Visa's multiple layers of protection.

* WINNER *
IMAGINATION LTD.
Ford/"Where Are The Joneses?"

David Bausola, Damian Ferrar, Henry Normal, Alison McPhail, Julien Buckley, Will Case, Jacqui Church, Neil Edmond, Sam Leifer, Emma Fryer

Imagination Ltd. imagined a brilliant way to use video to engage consumers for Ford's brand in Europe, and to keep them coming back - all throughout Europe. Utilizing a serialized series of mockumentary videos following The Jonses around the continent as they attempt to track down and reunite with their sperm donor siblings yielded some hilarious vignettes over the course of the 12-week viral and socially distributed series. Users were able to access the periodic antics of Dawn and Ian Jones through a dedicated site as well as via YouTube, Kewego, Facebook and MySpace. Each installment subtly expressed the brand DNA of Ford of Europe, while encouraging viewers to be part of the content, contributing ideas for storylines.

CHUNK
Foster's Lager/"Laid Back Legends"

V:social: Mark Sigal
Chunk: Donnie Kerrigan

Chunk/V:social's "Laid Back Legends" was more than just a video campaign, but a catalyst for sparking an array of user-generated versions of the campy, pub crawler characterizations that leveraged V:social's Campaign Solution. Built around a series of professionally produced Laid Back Legends - goofy portrayals of the kind of Down Under blokes you'd likely run into over a pint of Foster's - the campaign, an accompanying microsite and viral video distribution, encouraged users to depict their own pub mates in similar settings, enacting similar antics, like being mesmerized by their own reflection in a men's room mirror, or ingeniously waiting out a round of beer to avoid picking up the next round.

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