Big Ideas from a Small World

Droga5 goes viral… AGAIN!

Posted in Method to the Madness, Uncategorized by Ryan Thomas on March 5, 2009

David Droga and his staff are plugged into popular culture in a way that I really don’t believe other advertising agencies can touch. It’s just what they do – Bike Hero, Cell phones are Evil, Still Free, viral culture is just in there veins. This new work goes a long way to prove that HoneyShed was just a little oversight.

Here is their new work for Virgin Mobile – Right Music Wrongs:

Stop, apologise, and listen...

Stop, apologize, and listen...

That’s right, that’s Rob Van Winkle saying he’s sorry for his music career.

Virgin as a brand has always been topical and nimble – when Branson spoke recently at Advertising Week Toronto he echoed this statement. A statement that many make but few really take to its full potential.

Downtown Toronto, Yonge and Dundas

Downtown Toronto, Yonge and Dundas

What really amazes me about Droga’s viral work is their ability to do the seemingly impossible. From pitching clients on hairbrained stunts to turning those stunts into a fully integrated brand experience that people want to pass along, there is some magic going on in their boardrooms that many people would kill to bottle.

Check out the mission statement on the Wrong’s website:

That my friends is a call to arms, for the Virgin Hype Machine.

That my friends is a call to arms, for the Virgin Hype Machine.

Droga5 has this way of finding exactly what consumer groups want to talk about. Then find out what everyone thought impossible, and then making it happen.

And that is the best recipe for viral advertising you’re ever going to hear.

*Clarification:*

Ben Smith, an art director from Droga5 in Sydney just shot me an e-mail to make sure that you all knew that Right Music Wrong’s was done out of their office.

The “Screw You Recession” billboards in Toronto were done by Canada’s talented Zig.

Clearly if the AD has to e-mail you there was some confusion.

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4 Responses

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  1. Brent Morris said, on March 5, 2009 at 3:40 pm

    This is lame as hell. I watched the teaser on Youtube, but felt cheated when it turned out to be an ad for Virgin Mobile.

    Maybe I’m too old for them or something but their whole brand feels like it tries too hard to be cool like MTV.

    Even the voice they use for their voxmail system sounds like he’s trying to sound cool and hip. It’s lame for the same reason the “radio dj voice” is lame.

  2. Ryan Thomas said, on March 5, 2009 at 3:49 pm

    I gotta get clarification on all that rage Brent.

    Do you hate MTV? Cause VJ’s and MTV culture as a rule has always been a little vapid and forced. Remember teens brains are not fully formed yet, we we’re teenage idiots once.

    Though I would like to state the the 90’s on MuchMusic are notable for hiring a brilliant talented group of Canadians to VJ the channel, even Master T was pretty insightful. (This was your time period)

    Shows like the Hills, Rock of Love, Cribs, blah blah blah, that’s what MTV has been selling (and selling well) for quite sometime.

    Virgin is a youth brand, this is the environment they exist within right now.

    Are you disappointed because it was Virgin or was it because of the content?

    Those are two different things.

    • Brent Morris said, on March 5, 2009 at 3:56 pm

      I was disappointed because it was Virgin and therefore that meant the content would be forced and vapid. And while Vanilla Ice isn’t exactly high art, I was actually hoping for honest content about his career or at least about the industry.

      I don’t think I’ve ever been what Much and MTV aim at anyway. I thought that shit was vapid when I was a teen too.

  3. Brent Morris said, on March 5, 2009 at 4:00 pm

    What boggles my mind is that Virgin’s aligned with this whole vapid and cheap attitude but then in the same breath they talk about making music “real” again.

    They can’t have it both ways…


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