Calling the bullshit on integrated marketing communication campaigns

(Video courtesy: Ben Kay)

Everyone in the agency business knows that come awards time, agencies will be busy 'creating' integrated campaigns to justify entering the holy grail of all awards - 'The Campaign of the year'. What a bloody waste of time. Instead, agencies are more likely to win an award by doing great work that works. Remember Honda Cog?

This advertiser, Swedish newspaper Dagens Industri, brilliantly spoofs this practice while plugging a case for advertising in their magazine. The video documents how a Japanese car company promoted the launch of a new model … by building an entire zoo.(Source: Adfreak)