Over the course of 10 days Scribe, the Mexican equivalent of the much loved Moleskine notebooks, created an interactive live action billboard high above the streets of Mexico City.
Scribe created living quarters behind the billboard and installed an artist in residence who set about decorating the large blank billboard with illustrations requested by the public. People sent in requests via Twitter and the action was broadcast on social networks, webisodes and live streams from a bespoke micro site.
In 10 days the campaign created 100 million impressions on Twitter and over 12,000 drawings were requested. At one point more than 65,000 users logged into the live stream.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.