| 标题 | Dig it. Get it. |
| 广告公司 | Leo Burnett Toronto |
| 广告战役 | Dig it. Get it. |
| 广告主 | Procter & Gamble |
| 品牌 | Procter & Gamble |
| 首次发布日期 | 2011 / 8 |
| 行业领域 | 清洁用品、肥皂、洗涤剂 |
| 哲学 | P&G Cheer: "Dig it. Get it." P&G challenged Leo Burnett Toronto to help make its Cheer laundry detergent cool by taking the brand’s marketing to the next level. On August 15, P&G’s brand Cheer released, “Dig It. Get It,” a music video with up in coming band, Strange Talk. By bringing together innovative hotspot technology and the emerging trend of interactive videos in a whole new way, we were able to deliver a music video that lets you “dig” color in a whole new way. The cool part, the interactive video is packed with colorful items that are up for grabs for viewers. Using annotation technology within the interactive video, when a participant clicks on something in the video, they get it. It’s that simple. Essentially, it's P&G’s way of letting colorful people find color, dig it and own it like never before.The program kicked off with a two-week teaser phase, promoting the launch of the music video. Although new Cheer design cues were incorporated into all touch points, the name and involvement was never mentioned. All media drove to an event page on Facebook where participants could RSVP 'attending' to the video launch. The video went live on YouTube August 15 and for the next two weeks 19,000 colorful giveaways will be released through YouTube's annotation technology. Once the user clicks on an item, they are taken to Cheer's Facebook page where the partnership with the band is revealed and the reason for being is explained. |
| 媒体类别 | 互动 |
| 导演 | Radical Friend |
| 数字成像 | Jacqueline Adediji |
| 美术指导 | Sean Perkins |
| 文案 | Jennifer Smith |
| 美术指导 | Mark Nilsen |
| 项目经理 | Cimmeron Kirk |
| 客户企划 | Brent Nelson & Christina Boldt |
| 客户主管 | Dan Koutoulakis |
| 客户总监 | Natasha Dagenais |
| 客户总监 | Wendy Dixon |
| Other | Kim Koster |
| 集团创意总监 | Steve Persico |
| 集团创意总监 | Sam Cerullo & Anthony Chelvanathan |
| 创意总监 | Heather Chambers & Lisa Greenberg |
| 首席创意官 | Judy John |
| 表演者 | Strange Talk |
| 制作公司 | Spy Films |
| 剪辑师 | Luke Lynch |
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