NOVEMBER 17, 2009
Breaking Through
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Do not adjust that dial! During this excellently executed advertisement, your YouTube browser window may start to tremble and shake and seemingly implode, but it’s all just a part of the very clever campaign for Acciona, a sustainable development firm based in Spain.
Set to the song “Pure Imagination” (made famous by Gene Wilder in Willy Wonka & The Chocolate Factory), the 80-second clip was the result of two months of labor by director Marcel Burgos for McCann Erickson Italia (we’re still not sure if we understand how he did it). Of course, it’s not just the novelty of the advert that makes it so fun and effective: Breaking through the old to make room for the new, it could not have done a better job of illustrating better solutions. Plus, the company chose not to use traditional media but to air Re exclusively online to fund its production costs—proving that every medium can stand for a little “re”-thinking.
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