1. 24.02.14

2. This Week...
Rise, freezing in Syria, DHL is faster, James Corden Lip syncing, Free-soloing
Rise (Heidi Kloser)
Liberty Mutual
Freezing in Syria
SOS Children‟s Village
DHL is faster
DHL
James Corden Lip Syncing
Cadbury
Free-soloing
North Face

3. Rise (Heidi Kloser)
Liberty Mutual
A quick reaction from Liberty Mutual resulted in PR gold for
the company. Heidi Kloser, one of America‟s top skiers
fractured her leg one day before the opening ceremony in
Sochi, leaving her without hope of winning a medal.
Adman Alex Boguski and major Heidi fan took matters into
his own hands and sent a direct tweet to Liberty Mutual,
whose Olympic ad theme has focused on past Olympic
athletes who have overcome adversity at the Games. He
urged Liberty Mutual to go real-time and quickly feature
Kloser in one of its rise-from-the-ashes Olympic
commercials. Liberty began their own Olympic race to make
this happen, and within days, they had shot an ad in
Kloser‟s family home, which aired last week during NBC‟s
coverage of the games.
While Kloser was happy to appear in the ad, she did say,
that she‟d rather star in one when she‟s won Olympic Gold!

4. Freezing in Syria
SOS Children‟s Village
If you saw a boy without a coat shivering alone at a bus
stop, would you ask if he needed help? Would you lend
him your gloves, scarf or jacket?
Commuters do just that for 11-year-old Johannes in this
hidden-camera video from SOS Children's Villages Norway,
which is seeking to raise awareness and funds to help
Syrian children in need. The goal was to touch upon the
fear of becoming numb to crises that don't affect you
directly.
In the film, shot over several hours on two freezing days in
Oslo, the young actor tells adults that his jacket was stolen
during a school trip to the city. "We were touched by the
many people that got involved, and risked getting cold so
Johannes could stay warm," says Rønning, adding that
only three of the 25 or so people who shared the bus stop
with him didn't try to help.

5. DHL is faster
DHL
Here‟s a great piece of guerrilla marketing from DHL, who
used rival shipping companies like UPS to advertise on
their behalf.
DHL hired their competitors to deliver large black packages
to hard to find locations around the world. However little
did these shipping companies know that the boxes were in
fact covered in a thermoactive foil that turns black when
cooled down below freezing. As the packages began to
warm up, they revealed the message “DHL is faster”
across the box.
Simple and well executed idea from DHL.

6. James Corden Lip Syncing
Cadbury
Cadbury has rolled out the latest phase of its „Free the
Joy‟ campaign starring actor and comedian James
Corden strutting down the streets of London lip synching
to Estelle‟s song „Free‟.
The online film, titled Corden's Ultimate Chocolate LipSync, was created by Gravity Road, and directed by Ben
Winston of Fullwell73.
Kate Wall, brand manager of Cadbury‟s Dairy Milk said:
“Our glass and a half of chocolate unleashes
spontaneous moments of joy. James‟ performance is the
absolute embodiment of this and has helped extend our
current lip-synching campaign giving another proving
point. We‟ve combined two national treasures, Cadbury
Dairy Milk and James Corden and created a film which
you can‟t help but feel joyful watching.‟
The ad has waltzed its way up the Unruly Viral Video
Chart, attracting almost 3,000 shares and 270,000 views
in its first 24 hours.

7. Free-soloing
North Face
This could be one of the best pieces of branded content
we‟ve seen in a long time. Adventure brand North Face
sponsor Alex Honnold, a solo-climber, and they followed
him on his quest to free solo one of the world‟s most
difficult cliff faces. The perfect partnership is apparent.
A daredevil he is, and luckily we‟re only watching this
video after a successful climb up 2,500 foot limestone
big-wall route called El Sendero Luminoso in Mexico. He
brought his friend, photographer Cedar Wright along for
the ride. Armed with a RED EPIC mounted on a custom
octocopter, Wright got every dizzying angle of his
friend‟s climb for North Face.