Breeze Excel

This neat idea was to mail a box wrapped in a white t-shirt containing a sample of the product to selected people. The postal service of course did a great job of making the t-shirt very dirty along the way, giving the recipient an opportunity to test Breeze Excel claim: “Confidence to remove stains in one wash”.

Volkswagen

How do you get people the use the stairs? Make it fun! This initiative is from Volkswagen and while I don’t see the immediate link to the product it still makes me smile. More ideas can be seen here.

Nivea

Nice example of taking a board campaign a step further by making it tangible and encouraging engagement. I also like the contrast in the idea; the fun of popping bubble wrap compared to the function of the product. Click to enlarge.

Big Love

HBO series Big Love has just begun its third season. With a polygamist Mormon family as the focal point, it goes without saying that secrets are a central part of the plot. This little piece of advertising addresses this theme in a great way – just plug your headphones into the head of the people on the audio billboard and hear their secrets. Click to enlarge.

As a viral strategy, could they have done a spoof together with post secret? 

IKEA 3D

Brands are always looking to engage and excite their consumers. The vast majority fail. IKEA however has a great history of turning customers into fans – the 3D cover is a great example of this idea put into action.

Innocent

Innocent is the kind of brand which through transparency invites target group participation. Spoofs like this are the best thing that can happen to a brand seeking the audiences’ engagement and is facilitated brilliantly by the honest tone of voice in their product and communication. This little film starts out kind of eerie but provides such great relief with lines like “one small step for fruitkind…”

Cadbury's Gorilla

Probably the most blogged about commercial in years, The Cadbury Gorilla still makes me smile. Not only a bold strategy – using a hairy gorilla to sell chocolate – but a creative solution so remarkable that invited the audience to engage in the brand making an untold number of spoofs.