Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.
More than 500 worthy causes vie for public service advertising airtime every month, far more demand than supply. The USO, leaned on more than ever as U.S. troops entered year five of the war, needed to turn public service advertising directors into USO advocates so they would wield their powerful influence to get the USO's message out. As a result of this uncommon campaign, the influencers made their decision. The USO became the No. 1 most-aired public service advertising in the country.
Client: United Service Organizations
Agency: Williams Whittle Associates
Call of Duty 4 World Leaders
Taking the Call of Duty 4: Modern Warfare game head-to-head against Microsoft's Halo 3 while convincing jaded hardcore gamers that it was the better choice became an epic battle. The strategy: As expert reviews matter most to gamers, who better to review an ultra-realistic videogame than the most notorious war-mongering political leaders? Viral videos featured the likes of Putin and Ahmadinejad in a hilarious take on game reviews, which translated into sales that made Call of Duty 4 the top-selling game of the year.
Client: Activision Blizzard, Inc.
Agency: DDB West
The Reverse Graffiti Project
How do you tune in the tuned out? And turn them into an advocate for a cleaning brand? You reinvent the traditional demo by creating environmentally responsible art. By using Green Works from Clorox to help clean the environment, the target audience's perception that all cleaning products are damaging to the environment was reversed. In so doing, the campaign proved that this natural product works better than any other and gave consumers the ammunition to tell Green Works' story.
Brand: Clorox Green Works
Client: The Clorox Company
Agency: DDB West