MTV: Keys

Advertising Agency: Change Communications, Warsaw, Poland
Creative Directors: Jakub Korolczuk, Ryszard Sroka
Art Director: Rafal Ryú
Copywriter: Maciej Klimek
Director: Pawel Tarasiewicz

April 2008


mark3r's picture
1949 pencils


BFB's picture
936 pencils

Ok, I just wrote a very long comment but, lucky you, I decided not to post it. Short and to the point, I think that Getting less than 5,000 people to play along with a campaign that has so much effort put in to it isn't much. Remember that not all teh people that called back decided to watch "Cribs". If this had a "Viral" effect than great. Even more so if the media played along.
As for the idea, it's great but I was kind of disappointed with the solution (what happens when you call). I think it could have been more promising and created a bigger buzz. Don't get me wrong, this is still incredibly creative. I don't think I've seen this before but I don't think it lived up to it's potential.
But hell, what do I know?

ranggamus's picture
53 pencils

insanely smart.. i admitted it was a crazy idea but hmm.. i think it just one part of the whole campaign package, the viral must be support by other medias to be an effective communication. why? coz this kind of viral media doesn't have a repetition power to its victim.
well, i guess..


Supinya.M's picture
4 pencils

love it

alnore's picture
212 pencils

daamn...never thought that'll work

BuzzingBees.be's picture
22 pencils

The key trick is not new at all, it has been used in marketing tens of times before. But the interaction behind it is bigger in this case, which makes it really good. Still, as BFB says, 5000 people is really no alot...

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