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04/11/2011 / loyaltymarketingnews

Trident’s Campaign Promotes Pointless Fun

JWT London created a weird and wonderful Europe-wide campaign for Trident Senses chewing gum to promote pointless but fun experiences. They came up with The Pointless Collective, a group of creative artists who think up events, films and activities. A series of surreal webisodes filmed in Romania feature three masked heroes who devise ideas for pointless fun, which then take place for real.

Chewing Gum Brand's Campaign Promotes Pointless Fun

So far, there has been a floating igloo with a polar that came out and danced whenever people from nearby Spanish beaches sent a text to a specific number, the world’s largest shadow puppet show in Valencia’s football stadium that let the crowd choose who would score a goal, and a reality TV show set on a chicken farm called ‘Dude, Where’s My Chicken?’ The men behind the Pointless Fun campaign, Bruno Xavier and Christiano Neves of JWT London, told Contagious Magazine:

People are tired of ads and advertising claims and the more we involve them in the experience and give them content which entertains them without hard selling it, the better. People know what a pack of Trident Senses looks like, and the more a brand tries to explain it, the less interesting they look. There’s very little chewing gum in this campaign, because it is much more about a Pointless Fun attitude to life than the chewing gum itself.

Pointless Fun

(via PSFK)
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