Here’s a fun campaign that promotes “honest” citizens for the National Australia Bank:
For all the talk about the exciting new tools and technologies available to marketers, it’s easy to overlook the significance of leading with a great idea. No matter how cool the activation may be, if it doesn’t have a central concept holding it together in a smart and relevant way, it’s not going to have the desired efficacy.
Count this as an example of a campaign that uses environmental reaction methods the right way: letting the idea dictate the tools (the best executional component of all was the cake!).