Until New Year's Creativity will be counting down 2012's best moves in brand creativity. Coming in at #8 in the print/design category is Coca-Cola. The softdrink giant is famous for spreading happiness by way of its stunts and vending machines, but during the Olympics, the marketer raised the bar on merry-making with a building you could play. Designed by architects Asif Khan and Pernilla Ohrstedt, the structure was part of Coke's "Move to the Beat" campaign, featuring an original anthem by Mark Ronson. The building is made up of more than 200 interlocking billboard size air cushions, each of which play various sounds like heartbeats, arrows striking targets or shoe squeaks. By touching the building, visitors created their own remix of the Ronson track.
Music-making also figured into our #8 integrated/interactive creative campaign of the year, Old Spice's "Muscle Music" out of Wieden + Kennedy Portland, featuring an embeddable interactive video that allowed you to create tunes off Terry Crews' abs, delts and six-pack.
Pecs of a much less chiseled variety were all over the place in our #8 TV/Video entry of the year, BGH's "Dads in Briefs," out of Del Campo Nazca Saatchi & Saatchi, which leveraged the power of flabby bodies in tidy whities to promote the merits of air conditioners.
Follow the Best of 2012 Countdown and see more of the top creative brand ideas at Creativity -online.com.
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