My post on the Nike Bleed Blue campaign evinced an interesting question from @beastoftraal. In the ensuing debate, the counter point about the campaign was that its all too easy to make case studies of campaigns that succeeded due to external factors (read, India winning) and that we unfairly bury the effort that goes into a failed campaign.
While a handful of brands paid millions to be associated with the ICC Cricket World Cup 2011, for me the clear winner was Nike Cricket. Some brands had their fair share of high decibel campaigns – Pepsi’s Change the Game, for instance. And then there were others who force fitted their business association in ads. What worked for me?
Came across this new execution of the now popular ‘always enduring the worst to bring you the best’ idea of John West, Australia. Agency: Grey, Melbourne. Via. Their 2005 spot won several awards and has gone on to become a viral hit. Since then there’s been a slight shift in dramatizing the ‘enduring the worst’ part – the focus has been more on how the ‘experts’ when it comes to salmon – bears, storks and…
Recently, in blogging circles, The Pepsi Refresh project was declared a failure. In case you’ve been living under a rock, the project is a 2010 initiative by PepsiCo to award $20 million in grants to individuals, businesses and non-profits that promote a new idea that has a positive impact on their community, state, or the nation.