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Electric Crowd

Published/Aired: 
January 2018

Description

Near the main stage of the festival, a kinetic flooring will be installed to use the kinetic energy generated by steps and jumps and transform it into real electrical power.

Experiential advertisement created by Miami Ad School, United States for Desperados, within the category: Alcoholic Drinks.

Advertising School: Miami Ad School, USA
Art Director: Marcelo Shalders
Copywriter: Nellie Santee
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Highest Rated

Faycal Ben Abdellaziz's picture

Fun and clever activation type idea - great for festival activation, interest intrigue and talkability/sharability on social, interaction on activation day - but it does leave me with for who and so what? Who's the brand and tie in. Attribution is low. Who's the target market? Could work well for an emerging audience in particular - but attribution/connection to brand would be a worry.

Faycal Ben Abde...
Activity Score 18
National Australia Bank
Kavita Chaturvedi's picture

The linkage with thr brand is very tenuous.

Kavita Chaturvedi
Activity Score 10
ITC Limited
Celso Alfieri's picture

Sounds good!

Celso Alfieri
Activity Score 10
Creative Director at Y&R
Faycal Ben Abdellaziz's picture

Fun and clever activation type idea - great for festival activation, interest intrigue and talkability/sharability on social, interaction on activation day - but it does leave me with for who and so what? Who's the brand and tie in. Attribution is low. Who's the target market? Could work well for an emerging audience in particular - but attribution/connection to brand would be a worry.

Faycal Ben Abde...
Activity Score 18
National Australia Bank
Carlos Camacho's picture

Cool thought and approach. Desperados is a beer with tequila, so it’s well connected to an audience most likely to go “loco” with the product, especially if they are in a music festival. It has a lot of social potential too.

The only downside: kinetic installation to generate energy/power/ light, etc., are nothing new or innovative. Please watch: https://bit.ly/1wBk911

This idea has music, beer (with tequila), energy and entertainment in it so I believe he art on the case film could have been nicer. Starting with the electric crowd logo/icon, it could have been bolder and on-brand. Perhaps relating it to energy/battery/power.

Carlos Camacho
Activity Score 12
Executive Creative Director at J. Walter Thompson Shanghai
Paul Foster's picture

Agree - great 'shareable' idea but could have been greater tie in with the product, perhaps visually with Desparados logo? Or perhaps more linkage through the language and the 'energy'/buzz of the product?

Paul Foster
Activity Score 10
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