So, Dumb Ways to Die won a Lion. And it did so without being completely in line with brand attritbutes, consistent messaging, etc... the types of requirements we regularly demand of any creative. The quick stats are that the campaign quickly garnered (via adage);
49 million YouTube Views
Top 10 download on iTunes
20% reduction in accidents on Metro
To me it's quite simple, while taking text book approaches to strategic messaging is something I lean towards at times, there has to be space for creative that conveys the purpose of the campaign regardless of whether all the boxes are checked off. It was an effective campaign, hard to argue against that.
And Ogilvy's "Smart Ideas for Smarter Cities", so simple, so effective. A quiet and interactive experience with lasting impressions that really aid IBM in communicating their brand identity. I especially loved this work. It's timely as well with mass migration into mega cities worldwide occuring at such an expansive level. Smarter ideas will be needed. This campaign is easily deserving of a few Lions.
- arturo gutierrez