Altoidia's campaign successfully created a metaphorical destination that is the brand. Consumers were beckoned forth to discover and explore the Isle of Altoidia, a mythical place that is the sole global source for the curiously strong sour taste that creates Altoids Sours. Our host, the ersatz anthropologist, documentary filmmaker, and two-time world curling champion, Sir Gerald Waters has documented this lost island. Through his films, personal journal entries, drawings, and diorama re-creations, the audience got a humorous, provocative, and extremely memorable manifestation of the brand experience. The campaign was launched and executed across a variety ofdifferent media. Three 30-second documentary film snippets were launched in sequence, playing extensively and exclusively in cinema, and directed viewers to ‘discover altoidia.com’. Shortly thereafter, www.altoidia.com went live, featuring the complex, richly detailed, and wonderfully bizarre story of Sir Gerald Waters' discoveries and experiences, as told through his journal, drawings, online games, still photos and diorama re-creations. At this point, the films went ‘viral’ on the Internet. Finally, the campaign was sustained through the use of print, which functioned as stand-alone advertising, yet also drove consumers back to the website.
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