This interactive outdoor campaign by Lew’Lara\TBWA had everyone yawning and that was exactly what the Brazilian agency wanted.
They set up a digital panel equipped with a motion sensor inside São Paulo’s busy Fradique Coutinho subway station during the morning rush hour. The face on the panel would yawn whenever a commuter approached which in turn caused most of the commuters to also yawn.
Then, as if the panel just knew everyone needed a pick-me-up, the product pitch would appear along with model-like ladies passing out coffee samples.
While some prankvertising is still going for shock or taking viewers through emotional roller coasters, this subway coffee campaign is an example of the other direction many brands are taking. The new trend is combining responsive technology with positive experiential moments that lead to true interaction with the brand.
Some are even making consumers pause and think about social issues. It will be interesting to see how this trend continues to manifest in more campaigns around the world.
CREDITS
Client: Café Pelé
Agency: Lew’Lara\TBWA, Brazil
Chief Creative Officer: Manir Fadel
Executive Chief Creative: Felipe Luchi
Copywriter: Lucas Veloso
Art Directors: André Mezzomo, Digo Souto
[via Ads of the World]
