Brief 2 / Communication Is a Virus / Flash Mobs & Public Integration

Some incredible examples of flash mobs, while set up by large companies to sell products, the principles of the pieces can certainly be transferred onto something like a public awareness campaign for using public transport. 

Engaging the public is not the hard part, it is then the 'going-viral' and passing around of the subsequent video or artefact that shows a campaigns true depth and connection to the audience.

TNT Belgium's incredibly well staged street production ran with the idea of injecting some action and drama into a quiet, unassuming street. A Large red button was left in the middle of the street and of course an 'innocent' passer-by presses the button. 

All hell breaks loose for the next minute or so, escalating up to the point where an American football team appear from a nearby building to carry an injured man off from the street following a bloody shoot-out. 



Sony's famous Bouncy Balls ad for their Bravia line of televisions has always stuck with me as an incredible feat of both filming and organisation, as the whole thing is shot completely raw, no added effects or CGI. The scene was shot a total of 6 times over 4 days.

The advert did go viral but it's the people's reactions caught within the ad which make it particularly special. It's not just an exercise in fantastic camerawork but a document of a public reaction to something incredibly stunning and dream-like. 



A more leftfield example of viral marketing is new onto the dwellings of the internet in the last few days but a very clever concept from a small advertising agency. Unlike the other examples i've included, this campaign doesn't have the corporate backing with millions of dollars spare to fund it and I believe will take off through sheer word of mouth and a clever, neat concept.

The concept is simple - trick other mailing companies into carrying large boxes with 'DHL IS FASTER' written in huge type across them. The actual workings behind the trick, however, are actually quite complex, the company working with 'thermoactive foil' which is black when picked up, but as it warms up disappears to unveil the message.

There is a certain joy in seeing these huge, multinational companies advertise unwittingly for their competitors. It's this cheeky humour which often helps a video or campaign become viral. The video currently has around 1.8 million views after three days online.