Cool Use of RANDOM PEOPLE by Saatchi & Saatchi London for T-Mobile

Photo courtesy of vook.wordpress.com.

Campaign courtesy of Saatchi & Saatchi London

Brave, ballsy, adventurous marketing manager courtesy of T-Mobile

We all awe at how 'I Will Follow You' by DiGi was one of the best ad to never win an award in Malaysia. It's got a whacky Yellow Man prancing around online, onground and on TV (The agency, Naga DDB has an abbreviation for him, TYM i think, i could be wrong).

Let's take a look at how DiGi and the good people at Naga DDB can take a page out of a very generic, corporate, mobile brand tagline 'Life's For Sharing'... not so different from Digi's 'I will follow you'... and take the brand/idea to the next level.

Telcos bombard conventional advertising media with gusto. In fact, you could say they're keeping half the advertising industry in malaysia alive. I'm sure it's the same, or even more competitive in the UK. What better way to break the clutter than to apply a good ol' BBH wisdom - when the world zigs, zag.

And Zag they did. A truly viral experience. It brings out the emotional moment and very essence of 'life's for sharing'. 

People ask me what the hell was the big deal with Cadbury Gorilla. I think the tagline says it was trying to capture the essence of 'a glass and a half full of joy'. I say that's very subjective because firstly, i don't think gorillas are very sad creatures to start with (angry certainly, but not sad), so the juxtaposition is lost on me. Secondly, i hate phil collins. Which scarily enough, brings me to the theory that award judges firstly, don't watch discovery channel. Secondly, love phil collins.

Back to DANCE by Saatchi London. I love it. You can see the effort put into the viral on the main website 

http://www.t-mobile.co.uk/dance/

my favourite clip is 'The Making Of...' 

as a creative person

i feel the tension and suspense of preparing and creating something that has never been done before

that sadistically sweet cocktail of fear and expectation

kinda like unhooking a bra for the first time

so if online porn's getting a bit of a chore

maybe it's time to get voyeuristic with a little randomness...

flash mob guerilla

definitely something i wanna pull off before i die a creative death.

So here it is again just in case you've missed it...

http://www.t-mobile.co.uk/dance/

and just when you thought to yourself...

'nah it's from saatchis, it's gotta be a scam! they didn't have that many people dancing.. it might as well been every staff in the office + their friends and family'

feast your eyes on this link... oh jaded one -

http://www.youtube.com/watch?v=orukqxeWmM0

i almost shed a tear from the sheer emotion of it all. 

something a phil collins-loving gorilla can only dream of doing.

And that is why Saatchi London gets my vote for Cool Use of RANDOM PEOPLE.