Best Campaign of the last 12 months . . .

I had been asked about my favourite advertising campaign of the last 12 months whilst applying for a Grad scheme at a top London Advertising agency. This really got me thinking about what it actually was. Planning on saying the obvious choice for many, Cadburys, I had to change my mind as that campaign started way back in 2007. How time passes you by when you’re having fun.

So I concluded that it was the T-mobile Life’s for Sharing campaign that did it for me. I am not alone in my thoughts as S&S win Gold at Cannes in the Direct Lions Category for 'Dance'.

But why do I think it is so great? Well everything is executed perfectly.

Firstly the flash-mobs and events - I first saw the Dance advert in the offices of Saatchi and Saatchi earlier on this year where I met one of the key thinkers, Richard Huntington (visit his blog HERE). My initial thoughts were mixed. I wasn't really sure what to make of it, but having mulled it over, and with the release of the second stunt, I became a fan.

The events and flash-mobs create an initial 'buzz' around the people in attendance. It makes the public, stop stare and engage with whatever is happening. You can see in 'dance' that the some of the public are joining in with the dancers (you can tell by not knowing what they are doing and the slight embarrassment on their faces) and in 'Sing Along', 13,500 people have 2,00 microphones singing along to the tunes blasting out in Trafalgar Square. It is a great example of what the tag line preaches - Life's for sharing.

The public involved, are sharing the experience by being there and calling friends as the event is happening. The material gained from these events are then not only used on TV but passed around online. It is pure genius - embodying the brand perfectly.

Those who were there are happy to be involved, and want to see themselves at these events. Consumers actively want to be involved with the T-mobile brand. I know, when I heard that T-mobile was holding a Sing-Along event in Bournemouth, i got excited and immediately looked youtube for it. Trying to pick out anyone I knew.

I don't think that the posters really transfer the meaning as well as the TV adverts and online campaign, however the are essentials in it, and act as a support for what most people have already seen.

I would like to say well done Saatchi & Saatchi and T-Mobile

Image courtesy of Cannes Lions

Cheers, Scott