mini – #idle
An integrated and social campaign which began with a digital brief from the client but didn't run.
Agency: KKLD NYC/Berlin.
GUERRILLA POSTERS INTRODUCE #idle
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 9.00 to 12.00 am and 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.
#idle – EXPERIENTIAL AND 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.