mini – idle

Integrated/ social/ DOOH campaign to boost the brand’s irreverence level.

Began with a social brief from the client, but didn't run.

Agency: KKLD NYC/Berlin.

 
 

 

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SPECIAL-BUILD POSTERS INTRODUCE THE #IDLE HANDLE.

(In English "idle" means "lazy”, and also a vehicle engine ticking over while out of gear.)

 
 

IDLE COMPETITION

Users score points for spending time on social and gaming channels during their working hours.*

Point-scoring times are from 9.00 to 12.00 and 14.00 pm to 17.00, Monday to Friday.

DOOH Idle League Tables update us on which companies are collecting most points.

* Not just logged in but interacting, as detected by the #idle app.

Only those with a LinkedIn “Currently employed” status are eligible.

 
 

IDLE COMPETITION PRIZES

Those who do best win spa breaks, wine tasting sessions and guitar tuition – all during working hours. (Visual concepts by me.)

 
 
 
 
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OOH

 
 
 
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DOOH

Canary Wharf central business district.

(In English, the line is normally: “Haven’t you made enough mistakes for one day?”)

 
 
 
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VIRAL

A boss, a male exec and a shy female intern in a lift. 

The boss is congratulating the male exec on his performance.

As the intern exits, the exec starts making exta-crude thrusting gestures and says: IMAGINE DOING THAT.

Boss: “THAT” HAPPENS TO BE MY DAUGHTER.

Exec:  YEAH I KNOW.