Andrex: Scrunch or Fold

It takes one click and no registration to participate but sadly this is just a ploy for you to get pass the homepage as your vote means shit (see what I did there?). The survey has already been done so the only thing left for you to do is visit the one page of not even funny facts about the nation toilet habits.

You can join the debate on Facebook? What does that mean? Arguing about the way we fold?

The problem here is that the campaign tries to start a debate when there isn't one and they do not follow through (Am on a roll here - and that's a joke inside a joke).

Now if we had origami made out of folded paper or work of art made out of scrunch one; I could see a small possibility for the campaign to be funny and relevant to the brand. Sadly we are left with a turd (Ok I will stop it now) of a campaign that will be talked about in the wrong way.

I think the agency responsible for it might have their account flush down the toilet (sorry I could not resist).

http://www.andrex.co.uk/

Vice as a good review too: http://goo.gl/08GLm

Lynx: Space Academy

Apart from the fact that the campaign is launched but most video are still set on private and that the HTML build isn't great, the idea is interesting.

The problem? Well the usual one, once the top 200 have been selected no one will care about the competition and once the last 4 have been selected then no one will visit the site.

Let's face it, you are not going into space anyway, you are just going to the edge...still sweet but no as existing as actual space.

https://www.lynxapollo.com

Durex: Make it slide

Good partnership with Dailymotion and an simple game to introduce the lube concept. It's not revolutionary but it does the job well (use the product to make it easier) and the videos refer to the fragrances available. It's PG rating but than again you don't want to panic your audience in trying out a new product like this one.

I would have had at least one video that start with man for the female audience.

http://www.dailymotion.com/sas/durexplay

Nivea: Singing in the shower

This is why I love digital, because campaign like this can only exit via our medium. It might be cheesy, it might be simple but the execution is effortless and talk perfectly to the audience.

http://vdushe.com/en

Axe: Hot Angles

Understand your audience and use country insight and you get the perfect campaign. The fact the Japanese men are obsessed with young girls panties is perfect for this campaign and thinking about it probably perfect for most of the world. Good use of webcam technology.

http://www.axeeffect.jp/dry/

Diesel: Sunamatic

Maybe am missing the point here, I do get the relation between the glasses and how you see the world, I do get the fact that they are jumping (really really late) on the filters (á la Instagram)  functionality but really?  4 filters and a functionality that is not exclusive to your app...

I mean if you are already using Instagram for example you will more than likely share your results on Facebook by default, if you are not, you probably don't care about filters.

There is no competition to encourage interaction; and if you want to share on Diesel's wall you have to do all the work yourself; the design of the app is really slick but only work well in a resolution over 1680x1050, below that you miss the products and have to scroll up and down all the time.

http://sunamatic.diesel.com/

Durex in Sync

It's a good think you can play as a guess as I think most people will prefer it this way. The design of the app seems to be confined to a specific dimension, they should have made the most of it instead of just black background.

Trying to get to play with someone was near impossible, or the app is extremely popular or is there is some tech issue pairing people together and giving feedback to the users. I know you are supposed to allow pop-up to play the game but it seems that I get a lot of crashes.

It's a shame because the game is actually bang in sync with advert (see what I have done here) and the idea to play with random strangers is actually something we know most audience like. It's not chatroullette but it's fun.

https://apps.facebook.com/durexinsync/

Axe Celebration Christmas

So basically it's the 1st of December and Axe tell their agency: "we got £10k for an Xmas campaign what can you do?". The creative team answer, knowing that they will never beat Lynx, was to Google for the best viral, but not any viral, one that is old enough so the Axe audience that is probably now 16 / 18 would not have seen it at the time and would therefore think Axe is a cool brand.

https://apps.facebook.com/axecelebrations/?lang=en

For anyone else, it's a badly remake of this cult advert and the personalisation is only there to get you to like the brand, shame on you Axe.

Axe Auto Romeo

Am not sure if people are actually going to use the app but it doesn't matter, this is money well spend and perfectly on brand.

http://axeautoromeo.com/

Dove Men Banners

Take one cool idea (throwing an impossible long pass), add a bit of Google streetview and voila! you get a cool personalized banner that you actually want to interact more than once.

http://www.grupowprojects.com/dovemen/NFL/banner/

New Old Spice Guy Fabio

It was always going to be hard to follow the Old Spice man campaign. They should have really put it to bed and move on.

They didn't and no matter how much content they are feeding the audience I personally think they just score an own goal especially as the new campaign is about comparing the old and the new guy. It's not second degree humor anymore, it's gone down to fourth degree.

http://www.youtube.com/newoldspiceguyfabio

Make up forever

Taking the carousel concept to the next level, good interface, simple interaction and the time spend on the site is am sure really high, with a simple brand name like HD am sure you will remember it.

The making-off is worth a look just for the stair case set.

http://hd-not-retouched.com

Justin Bieber Someday

Before you laugh and start the jokes about the perfume smelling like under age girls on heat, the idea of being able to share charm via Bieber Bump (insert joke here) is pretty sweet and ideal for his target market.

http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=437276908&mt=8

Axe Multiple Girlfriend App

Simple, on brand, on target, fun and viral...brilliant!

Mon minou tout doux

I like innuendo but this pussy joke is really poor and the site, song and video are not better.

I would have had more respect if they had use real actors or maybe a webcam function where you could do a virtual shaving of your private bits. Actually I want to build this now!

http://monminoutoutdoux.com/

Schick Epic Hydratation

It's a YouTube take over but it redirect you to a Facebook page that redirect you to the official site. They probably Twitted about it too...that's a long chain to get to the final message...someone is missing the point of using multiple platform for your message.

http://www.youtube.com/schickhydro

Axe Angels

I don't click on add and I don't think people do even more on the iPad but this is pretty cute.

AXE-iAD-HD from BBH UK on Vimeo.

Make a swisssh

So you spend thousand promoting the competition on TV, mags, radio, blog, you get deals for contents, you get massive prizes, you get a mobile version of the site, you employ Cat Deley and you even have a stand at the UK Hair show and what do you get? less then 2000 entries and most of them still pictures. Bravo!

Could it be because your URL is shit? Could it be because your audience don't care about uploading? Could it be because you site looks like it has been made in the 90's?

This competition would have been good enough as a Facebook app.

http://www.make-a-swisssh.com

Share the Happy

Give compliments, share compliments to random stranger...considering that you can not choose a compliment, or move around the page, it's a bit lame.

I still don't understand why agency keep putting voting mechanic in this kind of campaign, no one is really browsing and voting, or sharing compliment for that matter. The Facebook like button is probably the safer option to try to get the campaign a bit of memento.

Good idea to have the voucher, that will generate traffic.

http://www.sharethehappy.com.au

Rise Up Girls

You had to be on the site between 6am and 9am to participate in the competition and the winners get to  be woken up for real by the girls. The mini game is shit, the site is only a few videos but the campaign is fun and spot on with their audience.

http://www.riseupgirls.fr/