For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.
To ensure that the best new German film-making talent came along to its annual Shocking Shorts film festival, crime and thriller channel 13th Street went to extreme lengths.
It set about filming covert footage, making unwitting directors become the stars of their very own horror film. Twenty-one up-and-coming German directors were sent an unmarked envelope in the mail containing a DVD and a note reading, "Play Me." The DVD contained several minutes of secretly recorded footage showing the directors walking around their own houses.
Only after the footage played did the DVD make clear it was part of a campaign for the Shocking Shorts film festival.
~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.