Small Agency of the Year, Campaign of the Year: Definition 6's 'Happiness Machine'

How they did it
The brief the agency received from Coke was to create something that had viral traction. However, "there are no guarantees regarding anything going viral," said Definition 6 Executive Creative Director John Harne. "Viral implies you are in a popularity contest; viewers must choose to see the video. This is unlike what most agencies create spots for. You cannot buy airtime based upon ratings. Instead, the best you can do is to seed the videos. We had a good strategy for that and were successful. And let's not forget luck. We informed the client there are no guarantees and we consider timing and luck part of our success."

via adage.com

full article on adage.com

Posted via email from Siobhan O'Flynn's 1001 Tales