Quick Read: Sometimes, the best idea for a brand campaign might be just around the corner, albeit with another category. Even when the core of the campaign idea is ‘Originality’. And perhaps rightfully so.
Inspiration from across the category fences is no new news. But that’s no excuse why we should take such instances for granted. Some recent examples of brands taking inspiration from other categories and appropriating them in a way that is relevant to their campaign idea/ brand personality. Virtual High Five (Coke – KLM) In May 2013, Coke had this huge hit campaign that ‘connected’ people from different countries (India – Pakistan) through what it called as ‘Small World Machines’.
Cut to this year (Sep 2014), KLM gave a reason for Amsterdam and New Yorkers to ‘get connected’ through this Virtual High Five campaign.
As this article says, KLM’s deployment of this idea is clever because…
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