Stunning, powerful and viral. That’s the goal of a marketing campaign. Often, we witness campaigns that are either too sales or corporate image driven. They could still work, but creativity is all they need to ensure money is better spent.
Today, a campaign has to be both entertaining and newsworthy as consumers are increasing immune to advertisements.
To capture their attention, a campaign has to be interesting, clutter breaking and something that people would want to share and pass on. (we have a list of digital examples here)
That reminds me of Goodby Silverstein, a great ad agency which works are truly admirable. Also on my admiration list, Improv Everywhere, has shown others what creativity and a little wackiness could bring.
Below are 10 incredible scenes to prove my point. Marketers could learn a point or two about the art of marketing. These scenes are newsworthy, whether on papers or among consumers.
Note: Improv Everywhere isn’t an ad agency but their missions fulfill the 3 elements that I believe every campaign should possess.
10. Frozen Grand Central
Over 200 people freeze in place on cue in Grand Central Station in New York. This video has over 22 millions view on YouTube.
9. Food Court Musical
16 agents create a spontaneous musical in a food court in a Los Angeles mall. Can I have a napkin please?
8. Grocery Store Musical
6 undercover actors burst into song in a grocery store in Queens. Three minutes and lots of silly choreography later, they returned to their roles as shoppers and stock boys. Hmm.. fruits deserve the chance to mingle huh 
7. Who You Gonna Call?
Improv brought the movie Ghostbusters to life in the reading room of The New York Public Library at 42 Street. The 1984 movie begins with a scene in the very same room, so they figured it was time for the Ghostbusters to make an encore appearance.
6. The No Pants Subway Ride 2010
For the ninth annual No Pants ride, over 5,000 people took off their pants on subways in 44 cities around the world. In New York, Improv had over 3,000 participants, spread out over six meeting points and ten subway lines.
5. Best Game Ever
A little league baseball game is turned into a major league event. All players, coaches, and parents do not know what is happening. Improv worked with the league commissioner to get the kids’ names and access to the field to setup their equipment. NBC Sports worked with Improv and got them the jumbotron and the blimp.
4. Where’s Rob?
Agent Lathan (Rob) pretended to get lost during a Knicks game. Throughout the second half he kept appearing further and further away from his assigned seat with a confused look on his face. In the end, a huge crowd got involved in the search for Rob.
3. Subway Yearbook Photos
Improv installed a photography studio on a random subway car. They claimed that the MTA had hired them to take photos of every single person who rides the subway and that they would be producing a yearbook at the end of the year. Most people were happy to pose for Improv, and the resulting photos show just how diverse New York subway riders can be.
2. Redheads Protest Wendy’s
50 redheads protest a Wendy’s for their racist logo. Be sure to check out the last part for laughs.
1. High Five Escalator
Rob gives 2,000 high fives (in 45minutes ) standing by the escalator during the morning subway commute in NYC. A great scene to be in especially when you’re experiencing Monday blues.
Video descriptions adapted from Improv Everywhere.
