24 April 2007

CGC Parameters: A step forward

I like what I read in AdFreak about Cuervo's new site that creates a video chain of people taking shots of the NightEnder known as tequila. What's compelling about this is the guidelines--start the video getting the bottle from your right offscreen, take the shot, pass it to your left offscreen, keep it under 10 seconds. Its great that the creatives thought of giving direction to make a truly collaborative "shot chain" that syncs itself. When given complete freedom, people will give soooo many varieties of the assignment--which is great, but not for an engaging stretch of time. Also, everyone is going to watch this thing to see themselves, so they have to watch the whole thing. Its a well planned execution. I also think its cool we can see people actually drinking the product, unlike in TV and Print.

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