There's a vid on Youtube that may inspire you all - got shown a while ago at work. When some of the Hill and Knowlton team were filming for Gilette they had the camera filming backstage, behind the scenes and got Roger Federer doing a trick shot. The vids had like 8 million views. Lauren mentioned that your campaign won't be tv or mag and so, thought this could be a good way of getting attention. Form of viral vid is good because it's not like TV when people are basically forced to watch an ad, instead people are choosing to go online, find and then watch the clip themselves.
I've put the link in below:
Ben Wood
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