Deutsch/L.A. has introduced
a new round of ads for the California Milk Advisory Board,
continuing the client's long-running "Happy Cows" campaign.
This time around -- in three spots directed by Bob
Industries' Chris Hooper -- the cows play a prank on a farmer,
try to avoid the shade cast by the single cloud in the sky,
and lose interest halfway through a hotly contested foot
race.
"Good ideas
start with a sketch," according to the latest interactive
campaign from General Electric. But "great ideas are created
together." Collaboration is the idea behind the company's
followup to its successful "Pen" campaign from 2003, which
allowed users to create and share drawings online and earned
AtmosphereBBDO a Gold Pencil and a Silver Lion. This year's
campaign, "Imagination Cubed," takes things a step further.
"We knew we had the option of building on the equity of the
last campaign or doing something completely different," says
AtmosphereBBDO creative director Arturo Aranda. "Then we
realized we could do both."
The new tool, which recently launched at www.imaginationcubed.com allows users to
invite up to two friends to collaborate with them on the same
drawing in real-time. "Superficially it feels very familiar,
but conceptually it's very different," Aranda says. "The first
campaign was all about coming up with an idea and then sharing
it with friends. This one is all about empowering people to
work together, to put people on the same page. The whole idea
was to leverage the idea of collaboration."
The tool is currently being promoted with banner ads,
although the project is still in beta. Aranda says the tool
will continue to evolve in the coming months.
