Each month at Stone Ward, we find interesting creative digital campaigns to share with our team as idea starters for our own clients. This is the presentation from August 2013.

1. IDEA STARTERS:
CREATIVE DIGITAL
COMMUNICATIONS
8.2013

2. VIDEOS:
KEEP IT SHORT

3. MCDONALD’S
STRATEGY:
IDEA:
EXECUTION:
Leverage the popularity of crowdsourcing content and
short form video in a silly mashup to engage fans and
followers.
Ask fans to pitch short film ideas on Twitter @McD_Canada
using the hashtag #MakeMyFilm or through the “140
Characters Films” site.
McDonald’s will choose 12 of the best ideas to make into
animated digital shorts, and prizes include include private
movie screenings, movie passes and movie-theater gift cards.
Storylines must include at least one of McDonald’s “cast” of
food-item characters: McNuggets, French Fries, Big Mac,
McFlurry and McWrap.
Source

8. LOWE’S
STRATEGY:
IDEA:
EXECUTION:
Leverage the popularity of and share-ability of short form
video to keep the brand top-of-mind and positioned as an
industry expert.
Offers simple, everyday improvements that consumers will
want (hopefully) to share with others.
Lowe’s Fix In Six video series usingVine.To ensure some
quality, the brand and its ad agency, BBDO, contracted
Meagan Cignoli, a photographer andVine user who had two
shortlisted entries in the inaugural #6secfilmsVine contest
at last week’s Tribeca Film Festival. Lowe's hopes to release a
total of 12Vines and will distribute the rest via its Twitter
and Facebook feeds in coming weeks.
Source

10. AIRBNB
STRATEGY:
IDEA:
EXECUTION:
Leverage the popularity of and share-ability of short form
video to keep the brand top-of-mind and positioned as an
industry expert.
Ask fans to help make the first film made entirely ofVine
videos.
The crowdsourced film project is called “Hollywood &
Vines,” a play on the famous Los Angeles intersection and a
hat tip to Holllywood.Airbnb, with the help of agency
Mullen San Francisco, is asking its fans to submit their best
Vines to be a part of the travel- and adventure-themed
short film.Through Aug. 25,Airbnb posted a new shot
assignment via Twitter at @airbnb. People submitted their
Vines for each assignment using the hashtag #AirbnbHV
and the specific shot number assignment. For example, some
shot assignments included a flying paper airplane and a
paper towel cleaning up a dirty kitchen counter.The final
four-minute film will premier on Sept. 12 on the Sundance
Channel. Everyone whoseVine makes it into the final
product will receive $100 in Airbnb credit as a thank you for
participating and sharing their stories.
Source

11. WARBY PARKER
STRATEGY:
IDEA:
EXECUTION:
Leverage the popularity of and share-ability of short form
video to keep the brand top-of-mind and show off the
variety of frames available.
Take a two-pronged approach to short video, using Instagram
for brand videos and usingVine to curate customer videos.
On Instagram, the brand shares cutesy, stop-motion
animated videos that bring to life its products, capitalizing on
Instagram’s visual cache and mobile video’s short-form
appeal.The brand appears to be using Instagram to push
brand-curated videos and tapsVine as a channel for fans to
make purchase decisions and show creativity. For example,
Warby Parker consumers regularly post videos asking the
Vine community for help in choosing one of the five pairs
Warby Parker has shipped to their homes through the
company’s seminal home-delivery program.
Source

12. WARBY PARKER
Source

13. LEXUS
STRATEGY:
IDEA:
EXECUTION:
“We wanted to feature the vehicle in a unique way and
knew it had to be something that spoke to the brand’s
focus on design and technology while reaching a younger
and tech-savvy audience,” said Brian Bolain, corporate
marketing manager at Lexus.
“LexusInstafilm” is a short clip that stitches together
individual snapshots of the car by 212 Instagram users.The
result is a stop-motion-style film, cobbled together one
filtered frame at a time.
Each Instagram photographer got to choose which frame of
the film they wanted to shoot, and each got a specific
hashtag to use for their frame.“After editing their shot with
their individual style, the participant shared it on Instagram
with their unique hashtag, which allowed us to easily
sequence the images,” explained Molly Grubbs, associate
creative director at Team One.“By staying true to the way
Instagrammers naturally use the platform, we were able to
harness the creativity of a large group of people to produce
the film in a single afternoon.”
Source

15. INTEL & TOSHIBA
STRATEGY:
IDEA:
EXECUTION:
Continue the social film series by taking that ‘inside’
metaphor and feature the Toshiba Ultrabook in a
prominent, but funny way.
“The goal here is to get closer with young adults, be
appreciated and interesting for them. Ultimately, we want to
raise consideration among that crowd.”
This is the third “social” film for Toshiba and Intel. Last
year’s “The Beauty Inside” social film won a 2013 Daytime
Emmy award for Outstanding New Approach to Daytime
Programming and got 70 million views online. Their first,
“The Inside Experience,” got 50 million views. Average,
everyday folks are encouraged to audition for small roles as
one of the aliens or one of the humans fighting against
them.To audition for an alien part, upload a photo from
your webcam using the film’s dedicated Facebook app. Facial
recognition software will add the necessary mustache and
unibrow effects. If you want to try out for one of the
“guardian” humans, create and upload a 30-second video of
yourself getting rid of your own facial hair – real or fake.The
film will be split up into six episodes, which began airing on
Aug. 15.
Source

18. VIDEO:
AUGMENTED REALITY

19. HAAGEN-DAZS
STRATEGY:
IDEA:
EXECUTION:
Do you get painfully bored waiting for your pint of
Häagen-Dazs to thaw that little bit before you dig in?
The company, with help from Goodby Silverstein &
Partners and Jam3, has created an augmented reality
iPhone app to entertain you while your ice cream
"tempers" (melts) to the perfect consistency for your
spoon.
When you launch the app and point your phone toward a
carton of Häagen-Dazs, you will suddenly see a miniature
violinist in a diaphanous dress, serenading you from atop
the lid.Add a second pint, and a cellist will appear with a
perfectly timed accompaniment.The musicians play for
two minutes, the exact amount of time the ice cream
takes to temper. (Bet you can’t say that three times fast.)
When the song concludes, grab your spoon and dig in!
Source

20. JOHNSON & JOHNSON
STRATEGY:
IDEA:
EXECUTION:
Moms have used hugs, kisses and Band-Aids to soothe
children’s boo-boos for decades, but last year J&J armed
them with another tactic: augmented reality.
Together with agency JWT, the brand launched an iPhone
and iPad app that allowed children to scan their Muppets-
branded bandages.
The scan cued a mobile video of Kermit singing, Miss
Piggy posing or Gonzo flying as a way to “entertain the
pain away.” The video was a great example of putting
emerging technology at the center of a campaign that
branded Band Aids and its partner, Disney’s Muppets.
Source

21. DISCUSSION/
QUESTIONS

22. THANK YOU.
Emily Reeves
ereeves@stoneward.com
@reeves501
@stoneward
www.waitingfortheelevator.com