Flash programmers, 3D directors, web designers are the resources pull that create over the web campaigns nowadays. But seeing the campaign of Zappos.com will help you appreciate the craftsmanship and polish some campaign Ideas have, as it happened in older days.... I think it is important that in an age of abundance, agility and quick flipcams, that there are campaign Ideas that need talent, time, hand creation and people striving to create REAL attraction content. Content strategy will always play an important role. People want great content, whether it pops into their lives unexpectedly, gets sent as a link from a friend or follower, or is served up by Google when they search for a brand.
I find the substitution of "real people" (the campaign Idea) by puppets a sincerely emotional execution, and also a genuine way to differentiate from the thousands 'testimonials' that have become real trend nowadays.
The 2010 Zappos.com campaign as a video story:
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