Perhaps the closest our industry gets to theatre, brand activations can delight, surprise and above all engage audiences.
A brand activation is not an ad. In fact it’s almost the opposite: while an ad is a cinematic experience, which can be appreciated and enjoyed at leisure, an activation is three-dimensional and dynamic. It’s a happening, an event, an installation, an experience. If this was art, it would be Jackson Pollock splashing paint on a canvas before a live audience.
While an activation might be part of an integrated campaign, it’s usually a standalone project. It may even be a one-off, although it usually lives on through a viral film and, of course, an awards show case study.
Metaphorically jumping out in front of the crowd is not enough, however: the activation must be true to the brand’s image and values. At its best it should boost the consumer’s appreciation and even affection for the brand.
During our recent interview with Jonathan Emmins of Amplify – an agency that excels at this kind of project – he mentioned a giant pinball machine installed for PlayStation in the middle of Trafalgar Square.
If this was art, it would be Jackson Pollock splashing paint on a canvas before a live audience.
Just because something’s difficult, doesn’t mean you shouldn’t do it!
Like many spectacular brand activations, it was both hard to sell to the client and technically difficult to create. But that’s why the end result was jaw-dropping. As Jonathan remarked: “Just because something’s difficult, doesn’t mean you shouldn’t do it!”
It's also worth recalling the words of Natalia Forster, the managing director of GUT Amsterdam, around this time last year. She said: “I originally wanted to be an artist – specifically in musical comedy: singing, acting, dancing…but I was also passionate about psychology. (I discovered) that advertising kind of embraced both: there’s performance and creation, but also the in-depth understanding of consumer psychology.”
The ingredients of the perfect brand activation, right there. Definitely hard to master, which is why we feel it deserves its own category.
LET’S TAKE A LOOK AT SOME POTENTIAL AWARD-WINNERS
First up is Heinekein and its agency LePub who decided to preserve Ireland’s inflation-battered pubs – by turning them into museums.
Heinekein - "Pub Museums" by LePub
Talking of beer, in this piece for Coors Light, the agency Rethink took something that happened by accident and turned it into a very purposeful – and relevant – communications platform.
Coors Light - "Coors Light Out" by Rethink Communications Inc.
A truly tasty campaign was created by adam&eveDDB on behalf of iconic British spread Marmite. The brown goo is hard to get hold of in the US, hence the agency’s call for volunteers to become “Marmite Smugglers”. The results were turned into this documentary-style film.
Marmite - "Smugglers" by adam&eveNYC
Earlier we mentioned the theatrical aspect of certain brand activations. Now check this out: a humanoid Pop Tart emerging from a giant toaster during college football season – and making headlines. And by the way, he was born to be eaten.
Pop Tarts - "Pop Tarts: The First Edible Mascot" by Weber Shandwick - Chicago
Cost-saving supermarket brand Aldi flirted with breaking the law when it launched a new sportswear range with a familiar name – and logo. But cheaper. The event became a viral phenomenon.
Aldi - "Aldidas" by McCann Manchester
A brand activation can be profound and complex, too. In this campaign for Renault, Publicis highlights the auto maker’s efforts to improve mobility for jobseekers in areas where public transport is scarce. Here the brand isn’t just engaging with the audience, but actively improving their lives.
Renault - "Cars to work" by Publicis Conseil
These are just a handful of potential prize-winners. If previous years are anything to go by, our jury are going to see a whole lot more. You can find all categories of this year's Epica Awards here.