To showcase the partnership between Coca-Cola Zero and the new James Bond movie Skyfall, Duval Guillaume Modem (DGM) a Belgian ad agency, created a video that shows consumers striving to unlock their inner 007 to win exclusive tickets to see the film.
Filmed in Antwerp, the exciting film shows commuters travelling through Antwerp Central station drawn towards a Coke Zero vending machine offering them the chance to win tickets to see the film. The machine challenges them to race against the clock across the station to collect their tickets but as they do so, challenges unfold, calling on them to unlock their inner 007. The video sees regular commuters take part in their own adventure as they overcome obstacles en-route, from a fruit-seller’s oranges tumbling amongst their feet, distractions from a beautiful girl to other hurdles in their path.
As they race against the clock through the station, they hear the unmistakable sound of the renowned ‘James Bond Theme’ as you’ve never heard it before. The ‘James Bond Theme’ is brought to life through the instruments of carefully positioned buskers who are accompanied by group of beatboxers delivering a unique twist on one of cinema’s most distinctive tunes. As they reach their goal, jubilant stars of the video have to accept a final challenge where they truly unlock their inner 007 and sing the Bond tune before receiving their exclusive tickets.
Filming unsuspecting passers-by in an interactive event to promote a brand online is always a bit of a risk. However DGM seemed to have nailed it with plenty of passers by participating, providing enough footage to have made this video a viral success.
The clip might almost be too perfect with some viewers questioning whether actors were used. But according to DGM executive creative director Geoffrey Hantson, the clip is the result of detailed orchestration, involving ten cameras, expert timing, security details on stand-by to intervene should anything go wrong and meticulous preparation – and no actors, at least not among the wannabe 007s, were used.
During the event, nearly 70 people ran for tickets, Hantson says, but the agency of course chose the best moments and the individuals most reflecting the Coke Zero brand for the final edit.
With more than 3 million views on YouTube and more than 29,000 ‘likes’, DGM’s experimental campaign and meticulous planning seems to have paid off.
Congratulations to Duval Guillaume Modem for winning Traffic LIVE’s Agency of the Week Award.
From the Traffic LIVE team.
‘Agency of the week’ is a weekly award from Traffic LIVE to give praise to design agencies who really are – ‘Doing Different’.The award could celebrate the companies career or a specific project. This award is bound by new rules and is awarded to those companies who shine in their industry for their skill, hard work and spirit.
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