Cadbury Boosted 3-part Inspiration Series ‘Meme Myself and I’ launches with ‘Meowbook’ via Droga 5 Australia, BE VIACOM and Infinity Squared
The second phase of the Cadbury Boosted Inspiration Series multiplatform campaign, a three-part documentary series entitled ‘Meme Myself and I’ – has launched on MTV Australia and has already generated more than 54,000 hits online.
The two additional installments of Meme Myself and I will debut on MTV and its digital channels in the coming weeks.
Cadbury’s Boosted Inspiration campaign was born to honor people who “seek to start stuff” and Meme Myself and I profiles three industrious individuals searching for the next big thing online. Created by Droga 5 in collaboration with BE VIACOM (formerly MTV Brand Solutions), Ignite Media Brands and Carat, BE VIACOM commissioned Infinity Squared to produce the first installment of the series, “Meowbook.”
“Meowbook” profiles Thomas Mai, a man on a quest to launch a social networking site for cats. Identifying the need for a feline-based online destination.
Says Mai: “Dog lovers have this unique ability to go out and share their love of dogs with other dog lovers they meet in the park… cat’s don’t really have that.”
Meme Myself and I was written by Nick Boshier (Beached Az, Bondi Hipsters), directed by Christiaan Van Vuuren (Bondi Hipsters) and creative directed by Droga5’s Cam Blackley in collaboration with BE Viacom. Future installments of Meme Myself and I will feature Eric Pumphrey, a creator / actor who is part of the LA-based Reckless Tortuga entertainment network, which has over 820,000 subscribers to their YouTube channel.
Says Blackley: “I’m wrapped with Meme, Myself & I. You couldn’t work with a more talented bunch of people with a brand of funny that’s crucial to where we see the Boosted Inspiration campaign heading.”
Says Dave Jansen, Infinity Squared managing partner: “For us it’s awesome to be writing and producing along side people like Droga5 and BE VIACOM. We’ve learnt a lot from them.”
Says Colin Blake, vice president of BE VIACOM Australia/New Zealand: “Tapping into the creative minds of Nick, Christiaan, Cam and Dave led to developing content that is not only hilarious but kick starts Meme Myself and I in a way that’s bound to get people talking about Cadbury Boost.”
The BE VIACOM-created documented series follows up the first TVC campaign installment that told the story of Leo, the self-proclaimed creator of ‘Moreing,’ which has generated over 800,000 views online. To round out the campaign, Cadbury Boost will be asking consumers to submit their own ideas for ‘starting something’, with an impressive prize to be offered.
More details will be made available at MTV Boost.
13 Comments
Trying too hard.
First mistake is involving Droga. MTV would have done much better on their own. Add a wacky add agency and it looses its punch
Yeah says it all.
Same but different?
http://www.youtube.com/watch?v=IkOQw96cfyE
ok its different. now to get it different and right.
made me purr!
This is funny but confusing. Too many ideas going on.
The headline says it all: “Cadbury Boosted 3-part Inspiration Series ‘Meme Myself and I’ launches with ‘Meowbook’.”
that dude smokes way too much crack
How to turn a good idea into something very poor.
Hegarty spoke at Cannes last week and a great quote was “80% idea, 80% execution”
This has been over thought and now is just more babble on tv…
Another mockumentary. How terribly groundbreaking, and curiously similar to every second pile of steaming branded content on offer in the ‘multiplatform’ world.
You know how agencies will pitch online scripts to content producers with the tag line, “it’s only for the web”, meaning let’s do this at a tenth of the cost?
Maybe agency generated creative long form work that aspires to be situation comedy, even if it’s only for MTV, should be considered in the same way, meaning it should be automatically regarded as one tenth as interesting, funny, worth spending two minutes and change of your life watching, you name it?
enough with the mockumentary – bleached out colours – flat grade and wobble cam.
enough with the impro a bit and then pause and look off screen.
David Brent – you have a lot to answer for…
Funny or not, it doesn’t seem to be engaging the public. 56,000 hits on Youtube so far pales into insignificance compared with the ‘Funny cats’ clip which has had around 800 times more views. I can’t see this selling much chocolate.
Blah blah blah, whinge whinge whinge… I wish I had a job where I could actually be creative, and make stuff that I want to, but instead I’m a bitch to a bunch of shitty clients, I write of everyone else’s ideas, and I cry myself to sleep at night… Someone pat me on the back please.