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Agency Network: 
Published/Aired: 
November 2008

Description

In order to launch DEUS, a TV series for teens, about an A.I. computer program gone wild – we decided to create DEUS in real life!
Stage 1: We invited teens to enter a sweepstakes, by filling out a form with personal data – while secretly installing a cookie file in their computer.
Stage 2: Two weeks later, we surprised them with personalized banners and a mysterious minisite that knew everything about them!
Stage 3: We Solved the mystery, by connecting the banners to the series.

The Results: A real panic was created, followed by wide discussions. Thousands of teenagers came to DEUS’s premiere screenings and the first episode brought record TV ratings.

Digital advertisement created by McCann, Israel for DEUS, within the category: Media.

Advertising Agency: McCann Digital, Israel
Chief Creative Director: Eldad Weinberger
Creative Technology Director: Max Shcherbakov
Creative Director: Merian Pachman
Copywriter: Sahar Lewenstein
Art Director: Viktoria Gendelman
Content Development & Social Media: Nir Refuah
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Guest's picture

Pretty insane... in a good way.

Guest
Guest's picture

Actually, kind of lame.

It's pretty transparent to say something like "Are you enjoying your time at 'Riverside' high school?" I would just assume some advertiser got my contact info somehow. Oh wait, that's what happened.

Guest
Guest's picture

Oh my, you must be pretty smart for a 14 years old brat.
You're the one that's lame. See what reaction it provoced there...

Guest
Guest's picture

Good job! Great Idea.

Guest
Guest's picture

brilliant!!!!..thats totally advertising! making a scandal first. good job!

Guest
kurtberengeiger's picture

Nice work.

kurtberengeiger
Activity Score 7330
Copywriter
Guest's picture

seems slightly unethical and deceptive?

Guest
Guest's picture

Would be interesting if it was actually done, but I think many people would find out pretty fast whats going on... And then they would be a lot of suing :)

Guest
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