mini – #idle
An integrated and social campaign which began with a digital brief from the client but didn't run.
Agency: KKLD NYC/Berlin.
Erected opposite office blocks and pasted in office entrances overnight.
#idle channels users to a microsite.
(In English "idle" means "lazy" and also a vehicle's engine that's ticking over while out of gear.)
Employees across the land score points for the number of hours they waste on Facebook, Instagram and Snapchat.*
Point scoring periods are from 10.00 am to 12.00 am and from 2.00 pm to 5.00 pm, Monday to Friday.
Digital posters update us on which companies are collecting most points.
* Not just logged in, but actually interacting.
Only those with a Linkedin "Currently employed" status are eligible.
EXPERIENTIAL – SOCIAL
Those who do well at the #idle competition are offered free guitar lessons during working hours.
The lessons are paid for by Mini and held in the workplace or nearby cafes.
A boss, an exec and a shy 16-yr-old female intern in a lift.
The boss is congratulating the exec on his recent performance.
The young intern exits the lift,
Exec, making crude thrusting gestures: IMAGINE DOING THAT.
Boss: THAT HAPPENS TO BE MY DAUGHTER.
Exec: YES, I KNOW.