Great project with very good "viral" potential, particularly around Easter from exactly one year ago (Easter, 2009). Agency and clients get few "thumbs-up" from my side:
- for the courage the touch this sensitive issue that so offten is full with hypocrisy;
- for the ability to react to the context (or, whats more probable, to create some of "early publications");
- for the courage of client to take this polarizating decision instead of some "corporate risks"
- for the courage to play it big;
And after all - the biggest risk in marketing communication is to get stacked into the grey area of illusionaly safety and medocrity. At the end of the day it is always waste of money. Nobody cares about grey, medicore and overly safe ideas.
Besides of that one main tasks of any marketer in this era of social platforms and extreme abundance of information is to move the customer out of the zone of indifference and comfort in order to incite the conversations, either big or small, and to move forward to some action.
Challenging conventions, particularly controversial ones, is not the worst beginning point.
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