Experiential Branding

Posted by on Feb 28, 2012 in Campaign | 4 Comments

In the 60’s they were called ‘Happenings’. An unsuspecting audience participates is a seemingly spontaneous, though actually a heavily staged event. Whether for the sake of art, fun or to communicate a serious social message, they were effective and memorable. Then the audience was limited to those there on the day. Today, when done well that same message can reach a global audience in a matter of hours.

Here’s a great example of a simple campaign that ‘happened’ locally, but was able to effectively broadcast it’s message around the world.

EMDA Israeli Alzheimer Association: The wrong movie

Last week was the International Alzheimer week. To raise awareness of Alzheimer’s Disease, the most common cause of dementia, the Israeli Alzheimer Association and ad agency ACW Grey launched an unusual awareness campaign. A movie theater and audience was selected, and as the movie began and so did this simple, yet effective campaign.

EMDA Israeli Alzheimer Association: The wrong movie   (watch on YouTube)

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4 Comments

  1. Carolyn Hyams
    March 8, 2012

    What a brilliant campaign. Gave me goosebumps. Most importantly, achieved great exposure for the Alzheimer’s association. Effective Advertising with minimla budget

    • AMC
      March 8, 2012

      Thanks Carolyn, it’s had reach far beyond that multiplex. MH

  2. derrick pearl (the earl)
    March 30, 2012

    Agreed. outstanding newsbites. plus feelgood factor. (except for those with alzheimers of course). i wonder why more companies don’t try to do this. perhaps it’s a special leap of imagination required?
    regards,
    Derrick (the earl)

    • AMC
      March 30, 2012

      I agree Derrick, what a great way to get the audience to really understand the issue. Michael