Best Consumer Goods Integrated Ad Campaign

To introduce a younger and more colorful generation to Cheer Detergent we created an online event that combined fashion, YouTube, Facebook and gaming. Cheer created a music video featuring the band Strange Talk. It was the world’s first interactive music video with hidden rewards. The video had 20,000 hidden colorful rewards in it that people could click and get through annotations. The item was then mailed to them. The goal was to spread color and colorful things in a way that would appeal to a younger generation.

Contributors:

Creative Director:	Judy John, Heather Chambers, Lisa Greenberg
Group Creative Director:	Kelly Zettel, Sam Cerullo
Copywriter:	Steve Persico, Kelly Zettel, Jennifer Smith
Art Director:	Anthony Chelvanathan, Sam Cerullo, Mark Nilsen, Sean Perkins, Eugene Bak
VP Head of Broadcast/Executive Producer:	Franca Piacente
Digital Producer:	Jacqueline Adediji
Director of Creative Technologies:	Felix Wardene
Director - Production Company:	Radical Friends - Spy Films
Editor:	Luke Lynch
The Band:	Strange Talk

LEO BURNETT, TORONTO

Location: Canada