The Orange project
This is an interesting one if you're in the business - I'm guessing most of our readers are, as an insight into "how"...
About 6 weeks ago I was invited to go along to a 4 day TV, Press and interweb shoot near Malaga, Spain - If you're/were/have been in the UK of late you would/should/must have/may seen the TV press or online activity.
Orange, a global brand, invite 40 UK residents to make an ad in the middle of spaghetti western spain, with none of it being scripted apart from the call sheets and blow up dolls. All at the behest of Mother and Poke.
"This was about creating and capturing genuine emotion and experience.
The intention was to create an event in which the public could participate and interact, something more akin to an art installation as opposed to a traditional ad - the best works of art are the ones where normal people are as excited by it as the art establishment. Ultimately, this is an event media ad as opposed to a genuine art installation done purely for art's sake but we do feel that we managed to achieve and push what is expected from a traditional advertising campaign."
The online outcome of which was:
Behind the scenes/making of Blog
Online advertising one example here
YouTube library of ads, extended cuts, anecdotes and extra footage x 65+
Image collection on flickr x 1500+
Also, the press photograper jesse took some killer shots from the chopper, yes the chopper.
Seriously worth a look for something different.