High Five: The Power of Brilliant Brand Experience
Experience is a flexible word that you can apply to just about anything - as long as a sentient being is taking it in. This is the weird joy of being a creative in experiential, you get to do everything. I hope these rad selections help illustrate the sheer range of work that brand experience brings to the table...
VICE World News - 'The Unfiltered History Tour'
Agency: Dentsu Creative Bangalore
Not only was this award-winning experience campaign a purposeful, powerful cut-down of revisionist history that managed to stealth takeover a national institution, it also worked well for the digital duality of modern audiences, using the same content to allow everyone to explore whether physically at the museum or at home.
North Face - 'The Coldest Pop-up Store'
Agency: Fred & Farid Shanghai
When one remote inhospitable store closes, another even more remote one opens. The epitome of knowing your brand and knowing your audience while having absolute confidence in (and being comfortable with) the idea of 'experienced by few, shared by many'.
Netflix - 'Stranger Things' Global Takeover
And then of course you can just go full 'experienced by everybody' with a global takeover that time-travelled entire malls back to the '80s and put eldritch portals on Bondi beach...it’s a bit more expensive, but considering you’ve probably seen this activation already, the results speak for themselves.
Ernst & Young (EY) - 'Transformation Realised 2022'
Agency: Jack Morton Australia
Obligatory self-promotion warning! Now that’s out of the way, it’s not entirely selfish. Brand experience can hijack, span the world, be remote - but it can also be entirely internal, virtual and still break expectations to create incredible results.
CSAA Insurance Group - 'Rickroll'
Agency: Deloitte Digital
Ultimately, brand experience is about creating memories, and nothing is more memorable than that time a huge insurance brand billboard randomly Rickrolled you...
