The advertising campaign making all the noise at last week’s Cannes Lions International Advertising Festival – even dubbed as “the future” by some judges – was Gatorade Replay. Blurring the lines of traditional advertising categories, Gatorade Replay pitted two high school football teams against each other. The interesting part? The teams weren’t filled with 17 year old students, but with 30 year olds ready to revisit a historic tie-game between the two rival teams in 1993.

The work of advertising agency TBWA, Gatorade Replay took the function of public relations, sales promotions, endorsements, advertising, and, of course, entertainment. 10,000 game tickets sold out in ninety minutes, Peyton and Eli Manning served as assistant coaches, and the event was even followed on SportsCenter. With just $225 thousand worth of paid media, news coverage earned Gatorade the equivalent of over $3.4 million worth of media.

Gatorade was most effective in tapping an untapped market. After high school, most of us discontinue the athletic activities that defined our afternoons. For many of us, a lack of exercise renders Gatorade unnecessary. With Gatorade Replay, a 100 year rivalry was rekindled along with the active lifestyles of the team members. The Gatorade Replay promotion inspired adults over 30 to engage in active lifestyles, which effectively expands Gatorade’s potential markets. And if “the future” entails encouraging exercise in adults to increase sales, then we’re fine with that.

Here in the US, we’re just starting to get a taste of the power of forth generation (4G) data service. On Friday, Sprint released the HTC EVO 4G, the first smart phone to make use of the incredible download speeds that 4G data can provide. In Europe, however, 4G has existed since December and is catching on quick – thanks to Swedish telecomm operator Telia’s eye-catching, experiential promotion. Perhaps Sprint could take a page or two out of Telia’s book:

When Stockholm became the first city with 4G coverage, Telia’s creative ideas spread the news as fast as its download speed. By decking out a bus with the 4G service, Telia created a traveling experiential promotion that benefits both company and consumer: passengers can try out the 4G service during their commute all while associating Telia with this powerful capability. Everything from bus stops to individual bus handles were branded for Telia, and websites were created to explain the technology behind the service.

Check out the video, and see for yourself how Telia created the fastest bus in Stockholm.

Retail chain Daffy’s recently launched a campaign beneath the streets of New York City featuring 40 pieces of a highly provacative photo from their latest look book. Consumers were set on a hunt to find and then tweet the pieces of the puzzle in a race to complete the full picture for a chance to win the ultimate prize: an entire year of living rent free in a high end Manhattan space. The campaign, developed by agency Johannes Leonardo also integrated a truck Twitter tracker on the Daffy’s site and a live event incorporating performance and film. One of the freshest campaigns we’ve seen in a while and worth the hunt for sure. Check out some pictures of the puzzle pieces and the final image below.

The notorious photographer and street artist JR, known for his striking portraits blown to large and unthinkable proportions, which are scattered throughout the world telling the stories of people, places and remarkable things, is making waves with his directorial debut “Women Are Heroes.”

The film is a mixture between journey and execution, art and exhibition, and even life and death for many of its subjects. Check out the trailer below for a look behind the lens and portrait that goes beyond the photographer’s still images and shakes us to the very core.

If you haven’t already stopped by the Deitch Projects to check out Shepard Fairey’s May Day exhibit, satisfy the craving by taking a peep at HypeBeast‘s video coverage

May Day with Shepard Fairey from hypebeast.tv on Vimeo.

In collaboration and inspired by the city of Manhattan, artist Antony Gormley has created a refreshingly different kind of street art, one that feels more like urban art on a much larger scale than just the ground level. The project, known as “Event Horizon” is truly a groundbreaking campaign in the landscape of public art.

Part of Madison Square Art 2010, the exhibit will run until August 15, featuring 31 life size iron casts of the artist body perched on rooftops throughout the Flatiron district and on the streets of the square. Check out the video below and visit the website for information on where to spot these must see figures if you happen to be on the town in New York.

Earlier this year as part of Eating Disorder Awareness Week, NEDIC crafted and executed an alternative crusade of a campaign against major magazine publications and the images they perpetuate concerning the ideal woman.  Check out the video below for the full scale attack.  The only question left now is whether or not this notable alternative media generated the desired outcome post execution.

NEDIC Campaign from Marketa krivy on Vimeo.

Company/collective Graffomat  is combining and playing on the ideas of “street” and “consumerism” with the introduction of its very own graffiti vending machine.  Below is the company’s announcement letter along with some pics of this sure to be talked about contraption:

GRAFFOMAT is entering the market with a new state of the art graffiti supply vending machine!

GRAFFOMAT will supply you with all of your favorite state of the art graffiti supplies such as markers, caps, gloves, and everything else that the graffiti writer needs. Including ski masks!

Forget about the times where you would run out of paint in the middle of the night and there would be nothing you could do about it. Graffomat is here for you 24 hours a day, located easily accessible on almost every street corner in your neighborhood.

We know what our customers need!

Keep on checking our website for news, pictures, video footage, and more…

Update coming soon!!!

See you soon in a neighborhood near you!!!

GRAFFOMAT

You being the hip, informed crowd you are, you’ve most likely already heard all about this incredible film.  Last weekend the Boston ICA gave its members a free screening of the film and this week it drops at Kendall Square Cinema for a limited time engagement.  If you have any interest in street art, revolution, culture, creativity or life in general you must see this film.  Claimed to be directed by the notorious Banksy, it features some of the most prolific street artists of our time.  Whether or not the whole thing is one big satire, that’s really up to you decide once you see it for yourself.

Wondering how the magic happens?  Check out this article by Business Insider telling it like it is.  Now you’re armed and ready to pull off your very own guerilla marketing frenzy!