I LOVE what Under Armour is doing these days. The work is crisp and insightful. What Nike used to be before they became a tired cliche. I especially like how the spot ends, "It's what you do in the dark that puts you in the light." As someone who has spent many many hours getting up at 445am to head to the gym, or the pool, or hit the road on my bike... I get it. I still quietly tell myself to, "just do it." But when I do, it's in the dark.
And, it's not just me... this campaign speaks to my 9-yr-old daughter who can't stop doing handstands, and cartwheels, and pushups with a vow to walk on her hands by the end of the summer. Under Armour just captured the attention of a young generation. And where did she see this ad? Not on TV. She saw it while watching clips on YouTube. As they do.
"Think of it as a citronella candle on wheels. Mosquito-bourne illnesses are a growing issue in Thailand's slums, with the incidence of dengue fever tripling in 2015. To battle the glut of diseased pests, a Thai charity, the Duang Prateep Foundation, and its agency BBDO Bangkok, repurposed another abundant local feature -- motorcycle exhaust fumes. The result is Moto Repellent, an anti-bug filter that riders--ubiquitous in Thailand--can attach to their tailpipes. The filter contains mosquito repellent oil that, when mixed with the heat from the engine's spent fuel, produces a special smoke that can deter mosquitos for up to three meters."
At D&D we've preached the fail-faster approach, for years. But it's a difficult concept for some marketers to get. Even more difficult for others to implement. Then along comes Angela Scardillo at Best Buy Canada... who completely gets the approach. And has made it part of the way Best Buy does business.
Here's an excellent use of social scraping with a positive purpose. We did something similar a while ago, but we scraped for mentions of #bacon and burger lingo (code was done by @oddlytimbot and @oddlystudios). Same approach, but obviously with a completely different objective. I wish we had taken that code and used it for something like this NoHomophobes.com.