Sunday, June 16, 2013

Is The Era Of Scam Coming To An End?

One of my favourite campaigns at the awards this year is DDB New York's 'First World Problems' for WATERisLIFE. It's brilliantly clever, and brilliantly executed.

But interestingly, five years ago this campaign would have been scam.

It would have been entered in the TV category, having run once on an obscure TV station at 3am. No one would have seen it other than awards juries. It wouldn't have got PR, and it wouldn't have raised any money for charity.

Today, it's real. Over 2 million people have seen the film on YouTube. Many others have interacted with the idea via Twitter. It's got tons of PR, and raised real money for the charity.

So a welcome side-effect of the rise of the internet is that good ideas can become real, be seen, and actually have an effect in the world.

They don't have to be scam.

In fact since any video can be put on the internet and potentially find an audience, there is by definition no longer any such thing as scam in TV, which is a really welcome development, I reckon.

Though the press category is another matter of course...


Bharath said...

Haven't seen this before. Thanks for that.

And here is the link for the lazy...

Anonymous said...

Seems like perception is king (as usual) Simon. How is it different or better now? It's still a piece of communication that basically nobody sees, designed to impress an awards jury. Labeling something 'scam' is a convenient way for people in power to maintain their hold over the younger and more talented.

Scamp said...

I'd challenge that, in two ways. First, it's not true that "basically nobody" saw it - the YouTube vid has over 2 million views. And secondly, the younger and more talented now can't be held in check by people in power, because their work can run for real, on the internet, and therefore cannot be deprecated with the 'scam' label. Good news, eh?