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.

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.

Adidas and Star Wars recently teamed up to promote their new line of sneakers and apparel inspired by the classic blockbuster.  Snoop Dogg also appeared in a stunt to promote the new line along with Darth Vader and the Storm Troopers in full costume. At the event they unveiled the Luke Skywalker shoe and other Star Wars inspired pieces. This crisp line of kicks brings an ol’ school Star Wars feel to an updated look sure to turn heads and inspire the force within you.

We just got back from the 2010 SXSW Interactive Festival where we executed a publicity stunt for Freshbooks, an incredibly innovative and user-friendly online invoicing tool, that involved grilling and giving away free bacon.  Be sure to check out the excerpts of our adventures below and go to Freshbooks to start bringing home the bacon and making billing and receiving payments for your business more efficient and enjoyable.

Help warm a heart this winter by donating a coat. Lands End and the Boston Coalition for the Homeless are encouraging residents to donate gently used coats for a cause that hits home, literally.

Their bone chilling display on the Prudential plaza really exemplifies the stark reality of Boston’s homeless problem. Hard to ignore, this parade of human card board cut outs represents the increasing number of homeless in our great city who stand faceless. (Each figure represents 10 homeless people)

To find out more information and to learn where to donate visit Big Boston Warm Up. The website is also a shocker and contains many appalling facts that would make even the biggest Scrooge search his closet for a donation.

Grab your broom sticks and let’s go for a ride!

Tomorrow night Red Bull will be hosting the Red Bull Witch Hunt, a broom stick (ehh bike) ride from Boston to Salem. Hope to see you all there with your tricked out Nimbus 2000… or your Huffy. Unsure about participating? Check out the teaser below.

This past Sunday Gatorade released a unique commercial that was created on the streets of Chicago. Rejoining with their long time brand figure Michael Jordan, who doesn’t appear in the ad, the commercial ends with a luminescent picture of Jordan made from over 14,000 lit bottles. Earlier this year Gatorade released limited edition black and white labeled Jordan bottles signifying that Gatorade was there through every great Michael moment.

Street Attack’s Senior Simulator was featured on Good Morning America. Check out the custom built aging suit in action below:

Ah…what a classic by the British electro-dance pop duo, The Pet Shop boys.

Nearly 25 years later, the duo is back with a new album entitled ‘Yes’, coming out in the US on April 21st. We recently caught wind that the famed animal rights organization, PETA (People for the Ethical Treatment of Animals) has asked them to change their name to the ‘Rescue Shelter Boys’.

Is there truth behind this?

Well, the band has definitely acknowledged the request on their website: Pet Shop Boys .co.uk.
“raises an issue worth thinking about”

And other news sites are also covering the story:
CNN
BBC News

However, we smell publicity stunt all over this one. It would be career suicide for a group to change their name after 25 years, both PSB and PETA know this. So, this collaboration is most likely a thought out attempt to garner attention for both the animal rights movement and the group that just so happens to be releasing an album this month.

The result…we’ll, looks like we’re all giving them what they are shooting for: Unsolicited Chatter.

Love Diesel’s opening event series for their new store on Fifth Avenue, NYC. Instead of throwing the expected celeb-ridden party, Diesel cleverly crafted a guerrilla marketing campaign that really caught and engaged the attention of their consumers.

“Five on Fifth” showcased real NYC dinner parties which were held in the store window. With a different theme each night, shoppers were able to watch these intimate gatherings from the street.

Not only is this a great example of a stylish yet economical campaign (vital in these tough financial times) but Diesel’s marketing team astutely tapped into our voyeuristic tendencies.  In a time when so many people are trying to get our attention, maybe the best way to stand out is too blend in. Familiar scenes such as a dinner party are instantaneously relatable and with the proliferation of reality TV we have become accustomed to being entertained by the mundane.

Okay, so a dinner party in a store-front with Richie Rich spinning on the decks may not quite be mundane, but it is just the right combination of unexpected and ordinary to capture and sustain our attention.

See what others had to say about Diesel’s stunt:
The Cool Hunter
Visual Culture