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July 6, 2009

Swaggerize your Wallet

I like this take on User Generated Content. Instead of just throwing a brief out there for people to make their ads for them, Old Spice (via W & K) is challenging folks to do various tasks. Best entries win.

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For instance, you can Spell Swagger on chests at a game or Name a street after Old Spice Swagger. All for actual big money. Kudos to Weiden and Kennedy. Their Swaggerize Me campaign picked up a silver lion at Cannes last week too.

There's an interesting article on Comm Arts which goes into detail about how they created the latter:

In order to fool the search engines, no two fake articles that generates could be exactly the same. To accomplish this we had to make the articles Mad Lib-style; each article was made-up of dozens of sentences and half sentences selected at random by the application. We didn’t see the application run for the first time until the day before the launch. The articles read like gibberish. Every account, media, planner and creative person in the department had to cancel all their meetings for the day to help rewrite all the fake articles in order to make the launch.

May 12, 2009

Kiril's Outrage

I like this. Poor Kiril:

New campaign from Saatchi's New York for TBS.

April 29, 2009

Greenpeace: Greentube

We love these Youtube executions from Greenpeace Brazil. The agency was Almapbbdo Brazil.

Data visualization + unique solution + valuable message = success

We weren't sure if to add this to our top online media buys article but we feel that this has been done without any media. It's just a smart idea.

April 10, 2009

Lynx: Primal Instinct

Lynx (Axe everywhere else) has released a new fragrance "Instinct" along with a new campaign based on the adventures of a caveman called Flex.

Here's the current Instinct TVC production by Passion Pictures.

Catchy song. For those that don't remember the original film clip here it is

The BBH and Acne Digital in the UK has created a micro site/game called "The Roar Off" and invites guys to roar into the microphone to "earn their leather" or "Unleash the Man Leather" which doesn't sound as manly when you say it out loud :)


There was also a viral video to promote the UK's game but this didn't set the world on fire.

Soap worked on the Australian campaign which took a different approach creating a multi-player game in which the players walk around a pre-historic world "saving" cave babes from the impending Ice Age. In Lynx Primal Instinct the emphasis was on engaging the users over a longer period of time rather than a single one off experience. Oh and also catered for those that don't have a microphone.


Soap also worked with the media agency to have babe codes put into print Ralph and FHM ads in addition to online ads which rewarded users extra points. It also allowed Unilever to track response rates on the various media.

Players can also play a sexy game of Pre-Historic Paper, Rock, Scissors with the cave babes.


You can also check out the Rock, Paper, Scissors and Roar takeover banners from this campaign here.

This was Soap's first campaign for Lynx since winning the digital account in late 2008.

Disclaimer: I'm a partner at Soap and rather that write the post in first person decided to just throw this at the end.

April 8, 2009

Lovells Virtual Pub Tour Thingy


In the name of responsible drinking, Lovells Lager and Whybin\TBWA\TEQUILA\Sydney have created the worlds first HANGOVER FREE PUB CRAWL! The Lovells virtual pub-tour takes you on a journey through the streets of Australia, showcasing the finest establishments to enjoy a refreshing Lovells Lager.

In a daring mash-up with Google’s infamous Streetview technology, we’ve inserted or rather geo-tagged, giant 3D bottles of Lovells into Streetview to map the locations. All you need to do is click on the giant bottles to start the tour. Why not join Matt Lovell and Ben from The Devoted Few and go on an intimate pub-tour today.

Check it out @

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