Parklife launches online campaign via Scamp before kicking off in Brisbane this weekend
Parklife - the first big music festival of the year, kicking off in Brisbane this weekend - has launched an online campaign to entice ticket-buyers for its events in Sydney, Melbourne, Brisbane, Perth and Adelaide via Sydney creative boutique Scamp.The campaign consists of an online video that exploits the 'What my friends think I do... what I really do' internet meme, to portray different perceptions of what festival-goers will get up to at Parklife, ranging from 'What Your Boss Thinks You're Doing' (chucking a sickie) to 'What Your Parents Think You're Doing' (attending an open-air orgy). The ad also features a cameo appearance from one half of the Bondi Hipsters comedy duo, Christiaan Van Vuuren.
WATCH THE SPOT
The film has been sent to everyone on Parklife organiser Fuzzy's
database, as well as running on Fuzzy's YouTube channel and being seeded
online.
Says Rochelle Livingstone, marketing manager, Fuzzy, commented: "The typical festival-goer is Gen Y and spends a significant amount of time online, so using the 'What My Friends Think I Do meme felt like a really natural fit for them. The format also allowed us to showcase the kind of experience people will actually have at Parklife, but in a far more interesting way than the usual festival ad, which is just a compilation of band footage or festival footage."
Says Simon Veksner, creative director, Scamp: "When the client sends you a two-word casting brief for actors and extras - 'insanely cool' - you know it's going to be a fun project. And it was."
The project is the first to come out of Scamp since it launched two months ago.
Agency: Scamp
Creative/Creative Director: Simon Veksner
Production Company: True Pictures
Director: Bruce Hurwit
Editor: Neroli McSherry
Music: Elephant by Tame Impala
Fuzzy:
Creative Director: John Wall
Marketing Manager: Rochelle Livingstone
Says Rochelle Livingstone, marketing manager, Fuzzy, commented: "The typical festival-goer is Gen Y and spends a significant amount of time online, so using the 'What My Friends Think I Do meme felt like a really natural fit for them. The format also allowed us to showcase the kind of experience people will actually have at Parklife, but in a far more interesting way than the usual festival ad, which is just a compilation of band footage or festival footage."
Says Simon Veksner, creative director, Scamp: "When the client sends you a two-word casting brief for actors and extras - 'insanely cool' - you know it's going to be a fun project. And it was."
The project is the first to come out of Scamp since it launched two months ago.
Agency: Scamp
Creative/Creative Director: Simon Veksner
Production Company: True Pictures
Director: Bruce Hurwit
Editor: Neroli McSherry
Music: Elephant by Tame Impala
Fuzzy:
Creative Director: John Wall
Marketing Manager: Rochelle Livingstone
Just fantastic.
Wut?
I don't dare look at the video in case it's not as good as the static piece shown here.
Timesheet. 10mins.
I liked the first campaign vid, this seems terrible in comparison.
It's a funny little insight. So I love the idea.
I felt the video lacked energy though.
It should have been thumping at the end. Big time.
Getting ready to be found guilty of copyright infringement.
Lazy Lazy Lazy Lazy.
Such a wasted opportunity.
I like doing my own memes to... its easy and fun... do you guys have a tumblr account too... so cool. i like gif files....
What the hell is this? What a way to ruin a great campaign guys: http://www.youtube.com/watch?v=1YFvw_N4T3I
@Beyonce
"Too".
simon did it
@45k Thanks Grammar police. I feel like i learnt something today.
Lazy. Unfunny.
Needs an ECD to review the script and say, 'most these scenarios aren't working. Grandparents? Who tells there grandparents their going to Park Life? The media and the drugs angle is a gimme, but using a clip from Scar Face isn't doing it for me. Tell you what, write up 30 different scenarios, put them on a wall tonight, tmrw we'll pick out the best ones and then maybe do another 30...'