There was one example that I thought was particularly interesting. Yes, sure, the technology was very cool. It made for a great experience. But great creative is rarely about just the technology itself, it's almost always about the insight. The technology simply enhances the story that brings the insight to life.
It's a cool installation from British Airways, where a billboard in London disrupts its current messaging to show a little boy looking up at a plane flying by and identifying where it's headed.
I can remember as a little kid, looking up at the sky to see a plane, wondering where it was headed. Wanting to be on it, wanting to go to where ever it was headed. It was curiosity and escapism at its finest.
The brand has captured that insight, with a creative expression that uses innovative technology.
Perfection. Give it a look:
By the way, it also got a lot of social traction as pedestrians took videos and screen shots when the planes would fly over and then posted/shared them on their networks. Great creative is designed to disrupt and get shared, and this certainly does that.
Also a pretty clever way to get a brand message in there as well, without being too product focused. It becomes very clear that British Airways flies to a lot of international destinations.
What do you think? What's your experience? JIM.