Can you keep up with me?
This campaign has been getting a nice bit of buzz recently:
It’s a very clever use of the psychological experiment that was conducted by some Harvards professors:
In a recent series of ground-breaking psychological experiments, volunteers were shown a 30-second film of some people playing basketball and told to count the number of passes made with the ball. After just a few seconds, a man dressed as a gorilla slowly walked into frame, beat his chest at the camera, and sauntered off. Unbelievably, almost none of the people watching the film noticed the gorilla.
There is also a similar videos on the Internet where you are asked to find the ball behind 3 glasses with a gorilla appearing in the background.
Using this experiment to highlight the fact that some things are invisible to us when we don’t pay attention was very pertinent. Maybe you will now pay attention to cyclicists. Or at least, think about it.
What it is also making me think about, is the role of the creative team here. The idea could have come from anyone having read about this experiment. This wasn’t made up by someone, but it’s a nugget found, liked and brought to life. I’m thinking more and more of a collaboration between planning, AM, creative, tech leads… to come up with campaign ideas. Once the idea is found, the creative can think of the best way to execute it, with the help of the planner, etc.
But it’s not so separated as it once was (planner give brief to creative and wait 2 weeks, finger crossed for an idea).
This idea could have proably be found by researching online the key objectives for the brief that I mention in Finding inspiration online.
See? Not that difficult to find interesting nuggets using the web. The genius bit was actually to recognise its potential for this campaign. Whether you are the planner or the creative finding the nugget is irrelevant.
One little thing though: Why would you advertise in the Metro, asking people to watch your ad on ITV in the evening? Do people care?
Not so sure about that, but I’d like to know if there is a good reason.
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