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.
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.)
OOH
DOOH
Canary Wharf central business district.
(In English, the line is normally: “Haven’t you made enough mistakes for one day?”)
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.