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14 FEBRUARY 2013

College for Creative Studies parody PSA campaign

"Team Detroit is an advertising firm located in, you guessed it, Detroit. When they were approached by the College for Creative Studies to create an ad campaign for the school, the firm decided to not go the typical, technology route, but rather, chose to go with good old fashioned poster designs. In the series, somber faces and hilarious, bright yellow captions immediately capture the viewer's attention and you can't help but smile at the variety of comical spoofs, where parents talk to their kids about the seriousness of...going to art school! The concept was a great success and Team Detroit says, 'After we created this series of low–tech posters, something amazing happened. They went viral. People started sharing them though blogs, Facebook and Twitter. People chuckled, then passed them along to their friends. Who knew you could blow up the Internet with a campaign full of print material?'"

(Katie Hosmer, 3 February 2013, My Modern Metropolis)

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CONTRIBUTOR

Simon Perkins
20 NOVEMBER 2012

Dumb Ways to Die ad becomes surprise hit

"'Set fire to your hair, poke a stick at a grizzly bear ... Dumb ways to die ... dumb ways to die–ie–ie.' If the chorus isn't stuck in your head, it will be soon. Melbourne Metro Trains' darkly cute – and irksomely catchy – new ad for transport safety has gone viral, notching up a whopping 4.2 million YouTube views in less than a week. And nobody is more stunned by its success than the man behind the music, Sydneysider Ollie McGill. The Cat Empire keyboards player was commissioned to write the score to accompany lyrics to the McCann Group's new ad and has watched Facebook likes, Twitter shares and YouTube hits skyrocket as word of the animated video has spread like wildfire. ... In the ad, cartoon characters meet their ends in a number of colourful, sardonic ways, including a couple of nasty mishaps on train tracks, while the sweet chorus, 'dumb ways to die ... ' is instant earworm material."

(Daisy Dumas, 19 November 2012, Fairfax New Zealand Ltd.)

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TAGS

20122D animationadadvertisementanimated videoanimationAustraliabearblack humourcartooncartoon characters • catchy • character animationcomedydark comedy • darkly cute • deathdie • dumb • dumb ways to die • earworm • episodic structuregone viral • Horrible Histories • humouriTunesMcCann Groupmeet their endsMelbourne • Melbourne Metro Trains • mistakes to avoidmusic videonasty mishaps • Ollie McGill • parablepublic service announcementsafety • sardonic • songwriter • stupid deaths • The Cat Empire • traintrain station • train tracks • transport safety • Wahroonga

CONTRIBUTOR

Simon Perkins
29 JUNE 2012

College for Creative Studies: 1 in 5 Teenagers Will Experiment With Art

"College for Creative Studies's (CCS's) 'PSA' campaign, launched in September, has recently gone viral with more than 1,000,000 hits and shares on various social networking and blogging sites including Facebook and Twitter. Created by advertising agency, Team Detroit (Dearborn, MI), the campaign loosely parodies popular anti–drug campaigns from the 1980s and 90s. This light–hearted approach is intended to help recruit potential students to CCS...

'We understand that applying to an art and design College requires a serious commitment on the part of students and families. There is a competitive entry process and we offer students a rigorous education while providing graduates with a solid career trajectory,' says CCS President Richard L. Rogers. 'With this campaign we are able to convey a serious message in an amusing manner. We are grateful to Team Detroit for spearheading this great effort with their stellar pro–bono work. It is particularly impactful that CCS alumni Vic Quattrin, Brandi Keeler and Michael Burdick helped to develop the campaign.'

The entire campaign is supported by a fully–integrated marketing effort including print, broadcast, outdoor, cinema and online advertisements with the tagline, 'Talk to your kids about art school: a message from the College for Creative Studies.' It went viral due to a post from the Tulsa Oklahoma based Philbrook Museum of Art's Facebook page.

'As an institution that strongly embraces social media and its growing potential, we are always looking for compelling content to share with our online communities. This campaign certainly struck a chord with us on a humorous level, but it is the underlying sentiment and advocacy for the arts as a viable career path that made this campaign special. It was such a pleasure to play a part in this viral phenomenon,' says Online Communities Manager Jeff Martin, Philbrook Museum of Art."

(College for Creative Studies, Detroit)

[The 'PSA' campaign exploits the visual vernacular of public information campaigns such as the Drug Abuse Resistance Education (D.A.R.E.)]

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TAGS

1980s1990s2011ad campaignadvertising campaignadvocacy for the arts • anti-drug campaign • anti-drugs • art and designart and design careersart and design collegeart and design schoolart studentsarts advocacyBFA • broadcast campaign • career path • career trajectory • CCS • cinema campaign • College for Creative Studies • compelling content to share • DARE • Detroit • Drug Abuse Resistance Education • fully-integrated marketing • gone viralhumourintertextuality • lighthearted • marketing campaignMFA • online advertisements • online campaign • outdoor campaign • parody • Philbrook Museum of Art • print campaign • pro bono • PSApublic informationpublic service announcementrecruitment • students and families • talk to your kids about art schoolTeam Detroit • Tulsa Oklahoma • vernacular • viable career path • viral marketingvisual vernacularwent viral

CONTRIBUTOR

Simon Perkins
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