The first one chooses the easy and shortest way to impact. Do that make people really go to the URL? Honestly don´t think so. It´s beautifully shot by a great director and will win a couple of awards in Cannes, D&AD or One Show but the message itself, although based on a truth, is as useless as it can be. Easy impact had its fans in the 80´s. These are the times of the second campaing I´m about to talk to you now.
A simple idea. A groop of more or less famous people are going to climb Mount Kilimanjaro in Kenya and work and update the website while climbing.
That is building a compelling experience of the Web user.
You have the feeling that you´re being part of this challenge in real time.
This is a big idea beautifully done. We´ll see the results very soon.
