Strategymag.com - Media Deconstructed, pt. 2

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April 2008 - Strategy Magazine
Media

Media Deconstructed, pt. 2
This month's category, Media as Creative Department, includes plans where the media actually is the creative, or media choices direct the creative

page 27

The second installment of strategy's top media plan roundup places the spotlight on the creative side. When we asked media agencies to send us their best cases, we received the most entries in this, our final category: Media as Creative Department. Read on to see how advertisers and media agencies collaborated on creative executions that stretched boundaries, invaded airspace and even bled through the pages of a magazine.

CLARIFICATION In last month's Media Deconstructed feature, credit for the Sprite/Quiksilver wild posting campaign was mistakenly given to Pattison and CBS Outdoor (who were involved in the more traditional OOH campaign element). In fact, Grassroots Advertising of Toronto was responsible for developing the campaign with Cossette, and for installing and maintaining the innovative postings, which incorporated steal-able clothes. Strategy regrets the error.

Jump to:

Introduction

BMW Mini: Night moves

ConAgra Foods & Pam: Saturating the medium

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Nintendo of Canada: Wii is smarter than a 5th grader

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