Walking on Water with Hi-Tec

Advertising & Branding, Marketing Add comments
Jun 052010

Hi-Tec the sportswear company has attracted over 4 million people on YouTube through a hoax viral campaign. The 3 minute viral, created by Amsterdam-based ad agency CCCP, shows three men walking on water whilst practicing ‘Liquid Mountaineering’.

Hi-Tec’s head of marketing, Simon Bonham said “The idea was to take a traditional form of marketing and totally turn it around on its head, in the process capturing the fun, spirited side of our brand.”

I think that the viral is extremely clever, as there is a lot of subconscious reinforcement of the brand occuring whilst the viewer is being entertained (i.e brand values based upon what the men are saying). I instantly fell in love with the campaign, it is inspiring and shows how creative advertising can be – very exciting!

Have a wonderful day,

Emma

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Emma

Emma is a marketing, advertising & public relations professional from a top university in the UK. Her strong passion for marketing and love for writing encourages her to blog about the marketing world to update and inspire others. She's a creative character who also loves interior design and art. She is currently working with the Radox brand, Unilever Global.
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