"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.)]
"Fashion photographer and filmmaker Jacob Sutton swaps the studio for the slopes of Tignes in the Rhône-Alpes region of south-eastern France, with a luminous after hours short starring Artec pro snowboarder William Hughes. The electrifying film sees Hughes light up the snow-covered French hills in a bespoke L.E.D.-enveloped suit courtesy of designer and electronics whizz John Spatcher. 'I was really drawn to the idea of a lone character made of light surfing through darkness,' says Sutton of his costume choice. 'I've always been excited by unusual ways of lighting things, so it seemed like an exciting idea to make the subject of the film the only light source.' Sutton, who has created work for the likes of Hermès, Burberry and The New York Times, spent three nights on a skidoo with his trusty Red Epic camera at temperatures of -25C to snap Hughes carving effortlessly through the deep snow, even enlisting his own father to help maintain the temperamental suit throughout the demanding shoot. 'Filming in the suit was the most surreal thing I've done in 20 years of snowboarding,' says Hughes of the charged salopettes. 'Luckily there was plenty of vin rouge to keep me warm, and Jacob's enthusiasm kept everyone going through the cold nights.'"
(Nowness, 16 February 2012)
[This dramatic clip appears to have been designed to target the audience of the new lifestyle magazine called "Nowness". The wish is presumably that the clip becomes a carrier for promoting the magazine's brand.]
"To the world this was a cable access arts and crafts show where an 89-year old hip woman known as Sue Teller taught her audience 'how to make something new from something old.'
The show did not only function as a really subtle product placement advertising campaign for Mountain Dew, it also promoted DIY user-friendly technologies and social networking. Not to mention recycling as a mayor green trend, without ever mentioning the word green. Now that is clever marketing!
It was created by Ecopop in response to the rising interest in DIY principles."
(Trend Hunter Inc., 24 October 2008)
[A tongue-in-cheek viral clip created by Creative Juices.org.uk to promote the creative industries in UK's South West.]
"In February 2007, Brave New Films and a coalition of activists, bloggers and partner groups including MoveOn.org, ColorOfChange.org and The Sierra Club, began to successfully fight FOX's misinformation using the FOX Attacks videos and tools.
To date, the FOX Attacks videos have been seen over two million times and have played a key role in several progressive victories."
('FOX Attacks', Brave New Films)