• Loading…

Sunglass Catch

Award: Yellow Pencil

Yellow Pencil / Viral / Viral Films / 2008

When we briefed artists for a viral campaign with the sole direction ‘show us you never hide’, the film was a foregone conclusion. We also recognised that in order for a viral film to, in fact, be viral, the content had to move from one consumer to another, adding yet another dimension. Sunglass Catch was indicative of the strategy as the film put individuality in motion. It also invited consumers and mainstream media to join in the conversation, adding to what it means to never hide. Consumers responded, and the media reported, creating a feedback loop. And less than a week after launching the video, it had already registered millions of views globally.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again