I wasn't as cynical as Addadude at first, but the linked article is pretty spot on. For those that don't want to open Facebook:Addadude wrote:Sorry to be cynical but it's advertising awards season at the moment with entry deadlines for Cannes, One Show and D&AD imminent.
Videos like this are required for entries under ambient media and/or guerrilla marketing categories.
I'm pretty sure this was a one off event and Coca Cola may not even be fully aware that this exercise happened.
https://www.facebook.com/pages/Agency-A ... 7673024901
Reminds me of this:This is a disingenuous and cheap attempt to create a feel good moment of happiness. It is fake, like most Singaporean's concern for foreign workers. No offense, Singapore. Like so many 'viral' campaigns today it is a contrived behind the scenes film that is effectively the making of a 'moment'. How often does the original 'moment' reach only a tiny proportion of people in such stunts? Almost 100% of the time. We have to rely on YouTube for anyone to ever see it. How long did the actual exercise of 'refreshing' the workers last? It lasted precisely as long as Ogilvy's crew took to shoot enough footage of some Bangladeshi workmen. Then someone cried, 'CUT'. The interviews were vomit inducing. Exactly, how many ordinary people were involved and in turn made aware of the plight of the workers? I didn't see any of the true issues faced by foreign workers there. This piece of theater is a 'look at us, we're so creative' wank from Ogilvy Singapore - and Agency Asia take particular exception to this because it is such a serious issue that Ogilvy/Coke have trivialized for their own ends. Singapore, you want to thank the foreign workers? Pay them more than a few dollars a day!! There is no reach or frequency in this idea, unless it gets a shitload of hits on YouTube. Let me give you an example of a valuable public service campaign. Most people are well aware of maid abuse being such a huge issue in that country. Sponsor a massive Coke outreach program and make it easier for people to report abuse via an app - or God knows what clever idea that will actually make a small difference. Give 5 cents from each sale to a new hospice for badly abused maids - and some legal assistance. As if this will happen, of course. You know how many maids 'accidentally' fall to their death in Singapore each year? What would Ogilvy's solution be to assist these waifs? Can you see the difference between a genuine public service campaign versus the patter they claim is an idea? What benefit whatsoever has that stunt brought these indentured workers? And don't insult our collective intelligence claiming that it has done anything to improve their station in life among the locals. Phua! These are people that begrudge giving their maid a day off once a month, house them in a closet and feed them on scraps. Fact. A real public service campaign of any value would focus on how it is that workers are allowed to live in shipping containers with no proper ventilation, without aircon. By all means defend or denigrate this campaign. You know how we feel.
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