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Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing
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North Face surprises customers with disappearing floor

[실제상황] 어느 날 갑자기 당신에게 찾아온 뜻 밖의 기회. 당신이라면 도전하시겠습니까?
Pierrick Fischer's insight:

Sports brand North Face created a surprising pop-up store in South Korea, in which the floor disappear, forcing customers to climb up the walls, and attempt to catch a jacket for themselves... That is if you're not scared to jump! 

 

I think the video looks pretty genuine and the PR stunt is well-suited to the brand. Not sure how many jackets they had to give away for this, but globally a good campaign!

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evian Spider-Man - The Amazing Baby & me 2 - YouTube

Subscribe to Explosm! - http://bit.ly/13xgq7a Read Our Comics! - http://www.explosm.net/comics/ Find us on Twitter: https://twitter.com/explosm Portuguese La...

Via Jesse BELLAICHE
Pierrick Fischer's insight:

#NeverGetsOld #babies @Evian

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Paperclips can be dangerous. Learn First Aid.

Bill is one unlucky worker who finds himself with a paperclip stuck in his eye. Ouch! Learn First Aid with Red Cross: http://rcau.org/mT1Rd. Avoid a papercli...
Pierrick Fischer's insight:

Australians are good at showing people die. Do you remember the "Dumb ways to die" commercial by Metro Trains Melbourne that I shared not too long ago? Now see the Red Cross do their own video about it. "Happy tree friends", you set a trend. 

 

Message: Anything can turn into an accident, even a harmless paperclip. Whereby first aid should be basic knowledge for you!

 

Concept: 6/10. Been there, done that. No one can help that poor worker a bit, and pushing the idea one step further, people who try actually make it worse, the perfect fit for some fun. "Happy tree friends" led the way a long time ago.

 

Execution: 9/10. The graphic design team made a terrific job. Especially, keeping the gory part out of the picture with a cartoon-like video. Creative and smartly bypasses what could have been a problem for mainstream channels. Likewise, intensity goes up gradually, all leading to the message "Learn first aid", exactly at the right time. 

 

Well done animation house Monkeystack!

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Luxury Marketing: Penelope Cruz directs L'Agent by Agent Provocateur

Watch Penelope Cruz's directorial debut, our L'Agent AW13 campaign video staring Irina Shayk and Javier Bardem. View the collection at http://www.lagentbyap....
Pierrick Fischer's insight:

At summertime, it ain't only the heat wave that will make you hot, says luxury lingerie company Agent Provocateur.

 

New video campaign is based on a 6 min clip directed by Penelope Cruz. A very Spanish cast takes it to another level, with famous actor Javier Bardem and telenova sensation Miguel Angel Silvestre. 

 

Critique: the video is sexual but not outrageous. And the last-minute twist is a little cliché.

 

Strategy: not super effective, and not so sure this will drive much sales, unless customers adhere to the provocatory part of the video.

 

Overall, I don't think this will last in the mind of the viewers. A good thing products look great.

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Reine Fleur's curator insight, August 6, 2013 4:35 AM

 

 

The current campaign realized by Penelope Cruz for its sister's lingery brand is definitely sensual.

 

A man is entering in a luxury house and his high-tech glasses allow him to discover the underwears of women in a lascivious atmosphere.

 

We can observe the brand focused on the dramatization of underwears. All types of women are staged: the working girl, the reader but also the man-eater or the pregnant one.

 

The message: Whoever you are, the underwears of The Agent Provocateur reveal your felinity.

 

When the end of the video arrived, I kept in mind impacting pictures of the gorgeous collection displayed. Nevertheless, I felt disappointed by the «background story». It seems the end has been realized in the rush whereas the fulfil of the story could add value to the whole. (It is still interesting to watch the video by twice to become aware of some subtilities of realization once you know the end.)

 

May be the humoristic dimension should be more impacting, or the lengh of the ad shortened... or the two of them.

 

I do not find this campaign either original or surprising but both the name of Penelope Cruz as realisator and the beauty of the product should be sufficient for providing the brand with a good return on investment.

 

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The Camp Gyno

Simplify your period: http://www.helloflo.com Co-Writer/Co-Director: Jamie Mccelland and Pete Marquis Production Company: Hayden 5 Media
Pierrick Fischer's insight:

As a man, the only things I know about periods come from friends randomly and unwarningly talking about this in a conversation.

 

Yet, for the least I know on the subject, I have seen a few French commercials for tampons that were pretty fun, including brands like Tampax. Now this commercial is beyond that. It's HILARIOUS!

 

Company "Hello Flo" has a little girl become the camp "Gyno". A sweet, extremely funny dictator on the rest of her group of friends.

 

Have to say compared to American brands usual discreetness in this type of commercials, this campaign is refreshing!

 

A very, very good campaign, fun for everyone, and well targeted for the brands. If they start using these products at 12 and like them, there's a chance they will keep them for a while. Overall, good job Hello Flo!

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Reine Fleur's curator insight, July 31, 2013 10:43 AM

 

 

 

 

“We can't change biology but we can make your experience of your period easier.”

 

I think this sentence recaps properly the message of the company http://helloflo.com/

 

The mission of Hello Flo is to take care of women during their periods all life long.Even if this video has been addressed to girls, we easily understand the company is not only targeting daughters but also their mothers and friends. The First-periods kits and all related communication were created to attract new clients.

 

Young girls expecting their first periods are both considered as a niche market and  influencers for the brand.

 

The first, supported by a premium service strategy, provides Hello Flo with a smart manner to penetrate the market of tampons and the second guarantees a wider impact of its communication campaign. Such innovative services have to build awareness and this humorous video is an excellent manner to reach this objective.

 

I would like to hail the relevancy of such a reminder service of tampons' shipping for women. As a way of improvement I could propone a message more repetitive within the video. The brand and its shipping service are only mentioned once at the end of the video. I would fear the humor overpasses the real message of the brand.

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APN News & Media: Fishy Sushi | Ads of the World™

APN News & Media: Fishy Sushi | Ads of the World™ | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it

Ad by BBDO, part of Omnicis Group.

Client: The Chronicle.

Advertising Agency: Clemenger BBDO, Brisbane, Australia
Executive Creative Directors: Nancy Hartley, James Burchill
Art D

Pierrick Fischer's insight:

The advertising industry is buzzing with news of the merger between Publicis and Omnicom Group, creating the biggest advertising group in the world!

Time to go back to some good work from both groups! This print campaign was made by BBDO, an agency who's part of Omnicom Group. Fun, savoury and definitely attention-grabbing.

All of that to say, I am expecting a lot from the new merger. Especially big creativity.

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Deceptive Fast Food Advertisements vs Reality

Deceptive Fast Food Advertisements vs Reality | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it

Ever wonder why consumers are immune to little bits of hype and often seem oblivious to large amounts of it too? Perhaps it's because they're fed a constant steady diet of it until it becomes their new minimum threshold. Have a look at this common marketing deception and I think you'll see why!


Via Kimberly Castleberry
Pierrick Fischer's insight:

Mac Donald's marketing team is amazing. We all value their genious ways of turning something that is (actually) pure fast food, into something exciting and appetizing. 

 

Their campaigns are well executed, targeted, and often produce a great boost to sales.

 

So what's the trick? What's the difference between that perfectly round shape/golden breaded burger in the ads and what you end up with on your plate?

 

Answer from McD: it's the same ingredients, only disposition changes, with a strong graphic team working behind the curtain.

 

But the question remains: how far can they go? Where's that point when product presentation is so different than the actual delivered product it actually damages the brand?

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malek's comment, July 26, 2013 8:49 AM
you have a great point here: Over-promise, Under-deliver
Kimberly Castleberry's comment, July 26, 2013 6:33 PM
McD's claims it's the same stuff - but the food photography industry is LOADED with plastic demo products that are especially made for camera work. I didn't really realize that until I worked with a small farmer owned pork cooperative that needed to include photos with recipe cards and discovered that the plastic demo items worked exceptionally better than the real thing.
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The Sun Celebrates the Royal Baby and Other Famous Infants Who'll Soon Be Running the World

The Sun Celebrates the Royal Baby and Other Famous Infants Who'll Soon Be Running the World | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it
William and Kate's baby is just a day old, and he's already out carousing with other overprivileged infants.
Pierrick Fischer's insight:

The Sun celebrates the birth of the royal newborn, with some other uberly famous newborn. By agency Grey London.

 

Fast and effective. The agency also produced another print ad at the same time for The Times. Classier.

 

Can you guess who these babies are? Answer is below!

 

 

 

(Harper Beckham, North West, Elijah Furnish-John and Blue Ivy Carter)

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Coca-Cola Smile Back -- Smiling Faces Around the World

Do you believe in the power of smiles to transform the world? We do. Coca-Cola sent our people all over the world, from Jamaica to the United Kingdom to Paki...
Pierrick Fischer's insight:

The new Coca-Cola campaign is out! Named "Smile back", it is a variation on the traditional "Open happiness" motto.

 

The concept? A smile + a smile back = a reward for you! It goes from Coca Cola bottles to hats and even bicycles!

 

Even though this time the happiness is somehow forced on you, I have to admit the message is still highly effective. Couldn’t help but grin several times throughout the video.

 

Oh Coca Cola, is there anything you can’t do? 

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Reine Fleur's curator insight, July 22, 2013 5:09 AM

I did not expect it so early…

 

As Carrefour did 4 years ago with the launch of the campaign "Le positif est de retour", Coke is using the infectious power of smile to rally consumers around the brand.

 

In this video, the bottle of Coke becomes an international symbol of sharing as accessible and powerful as a simple smile.

 

Once again, the brand demonstrates its talent in the art of creating effective messages with the simplest things.


Enjoy the video :)

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Big Data for Smarter Customer Experiences

Big Data is a phenomenon that is being talked about more and more. At OgilvyOne, we believe we can collect and frame the data that exists around us to create...
Pierrick Fischer's insight:

Engineers tell us we are entering the era of "Big Data", and there is no way you are escaping it! 

 

So what is "big data" exactly? It is a term to define the huge amount of data that needs to be handled online, and it is expected to grow exponentially within the next 5-10 years, and then. All as a result of new devices that record even more data (Google glass, smartphones and else).

 

So why this video on this channel? Because agency OgilvyOne made a commercial to prove what is ALREADY possible today with big data, especially in terms of improving customer experiences.

 

This is astonishing. An impression of smoothness, everything flows. But also it leads to wondering: the unique interaction that takes place between the customer and a real human takes two seconds. Time to pay (after having checked what is the fastest queue on a digital glass) and get your receipt.

 

So OgilvyOne: great commercial. But big data: you're still scary!

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IKEA One Room Paradise Music Video

This month sees the launch of our new TV advert, "One Room Paradise", a film showing how one doll and her son make the most of their small space thanks to so...
Pierrick Fischer's insight:

The new IKEA video ad is here! First, watch the video (or parts of it, it's more than 2 minutes long), then please share your opinions on the campaign :)

 

I would say the concept was good in the first place. Dollhouse, IKEA, no need to be a genius. But this commercial actually proves to be very disturbing, not to say creepy. The dolls become alive sure, but the aesthetics of the dolls, mixing them with humans, makes it pretty weird.

 

And at the end of the ad, nothing at all: no message, no nothing. 

 

Is meaning implied in this commercial? Is it IKEA new strategy to create surprise through creeping you out?

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Show your pride. Share your love. #ProudToLove

YouTube is #ProudToLove the LGBT community. SHARE THIS VIDEO: http://yt.be/pride MUSIC: Macklemore & Ryan Lewis - Same Love feat. Mary Lambert - http://youtu...
Pierrick Fischer's insight:

Surely enough, American companies are taking sides in social debates, including gay marriage. The detractors, like Chick-Fil-A, speak up just like the supporters (Google, American Apparel, Starbucks and more).

 

In reaction to the Supreme Court repealing DOMA, a federal law allowing federal rights to heterosexual marriages only, Youtube reacted on the next day with a video and a hashtag #ProudToLove.

 

European companies, watch this, hopefully you will learn something about reaching your communities of customers.

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BBH Finally Gets to Add Storybook Ending to Its Wimbledon Ad for Robinsons

BBH Finally Gets to Add Storybook Ending to Its Wimbledon Ad for Robinsons | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it
Britain had to wait 77 years—until Sunday's win by Andy Murray—to celebrate another British male singles champion at Wimbledon.
Pierrick Fischer's insight:

Wimbledon is over, crowning French tenniswoman Marion Bartoli and, finally, the first British player in 77 years, Andy Murray!

 

BBH knows its time for reaping of the profits of its long-time partnership with Wimbledon has come!

 

That is a fast and effective communication! Check out their spot now.

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Real time marketing: #bitting #luissuarez Brands Sink Their Teeth Into Suarez World Cup Controversy

Real time marketing: #bitting #luissuarez Brands Sink Their Teeth Into Suarez World Cup Controversy | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it
Brands showed once again that they're hungry for any real-time marketing opportunity.
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AmEx reaches young customers through League of Legends

AmEx reaches young customers through League of Legends | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it
American Express is set to announce a new sponsorship program and prepaid debit card that take aim at the millions of people who play the online video game League of Legends.
Pierrick Fischer's insight:

Great idea by American Express to bring in a young customer segment: prepaid debit cards illustrated with images and characters from the League of Legends game. 

 

I do acknowledge young adults are a segment that is getting harder and harder to reach by advertising through traditional channels such as TV. The multiplication of devices (smartphones, tablets, laptops, PC, TV) is dividing their attention, and multitasking is crowned king. 

 

A good idea, especially when it is based on a longer-term system that keeps the customer coming back for more: every $20 loaded to the card unlocks points to be spent in the game!

 

The idea is great, but I see more of a younger teenage crowd resorting to this sort of prepaid cards. Not so sure the 18-24 is actually the right target with this.

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Blue Moon Brewmasters Are Artists

Watch as our brewmasters, Keith and John, craft our latest roster of beers. Find these collections near you: http://bit.ly/Ysd80S
Pierrick Fischer's insight:

When my favorite beer comes up with a new commercial, I HAVE to watch it!

 

Blue Moon is a Belgian-style witbier, and it is very popular in the US among various customer segments (I've seen preppy boys, hipster girls, managers and else order them).

 

One thing special about Blue Moon is they have many variations, collections of their beer (the Honey Moon - Summer Ale is delicious!). That is what the latest campaign is about.

 

Concept: 7/10. Brewmaster's are artists. Every new collection is like a painting, a drawing, for your taste. So visually, this video takes on a brush-like graphic design, which you will find again on their new website: http://www.bluemoonbrewingcompany.com/

 

Execution: 8/10. The concept emphasizes very well the attributes of the beer. Free-spirited, original, and craft-like taste to it.

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ŠKODA Octavia vRS - Not Your Everyday Family Car Ad

The new ŠKODA Octavia vRS showcases a host of engineering innovations, a dramatic new design and outstanding performance. It accelerates from 0 to 62 mph in ...
Pierrick Fischer's insight:

Car commercials are unequals. On one side, your have the "déjà vu" commercials, featuring a car driving fast and smoothly in beautiful landscapes. Stressing reliability and performance.

 

But on the other side, you have very original campaigns, such as Audi's A3 Sportback commercial that relied on the "cool" factor of such a car.

 

Humour isn't isually the most promiment element of car ads. Volkswagen little war with Renault was somehow funny, put didn't go really far.

 

Now this commercial by Skoda had my attention all along. Only note is the end motto "it's not your everyday family car" doesn't relate that much to the rest of the video.

 

For the fun: 8/10

For the message: 5/10

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The Top Ads of Summer 2013 [Video]

The Top Ads of Summer 2013 [Video] | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it
Like saplings turning to face the sun for sustenance, so at this time of year do marketers and advertisers—especially when there are no big sporting events such as 2012's Olympics to pad out the creative briefs.
Pierrick Fischer's insight:

Seasonality in advertising is a no-brainer. Advertising is actually all about timing. Getting the right message across, at the right time, aka when your targets are most likely to hear it.

 

As such, the atmosphere surrounding summertime shapes all of us, our mind, bodies and emotions. Most of us are especially sensitive to sensuality, golden glowing beaches (and skins) around that time, although hopefully we still have other interests.

 

So have a look at how brands are showing up with their summer campaigns this year. Biggest endorsers this year appear to be Beyonce, Jennifer Lopez, and other summer mermaids.

 

Although I am sure these ads are really effective, I'm wondering whether creatives shouldn't try and take a reversed, unexpected angle on campaigns. Show us exactly what we're not expecting. Surpise is key in advertising, isn't it? 

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10 awesome digital marketing campaigns from Nike

10 awesome digital marketing campaigns from Nike | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it
Following on from Andrew Warren-Payne’s post looking at various digital marketing campaigns from McDonald’s, I thought it would be interesting to take a similar look at one of the world’s biggest sport brands.
Pierrick Fischer's insight:

Nike has consistently remained on top of the charts in terms of brand popularity. That is of course due to the topos that Nike products are amazing in terms of quality, but also because of Nike's excellent marketing campaign.

 

From digital to print to PR, the sports company has a strong, lovable brand identity worldwide, rooted in the best values taught by sport: #findgreatness, dream.believe.achieve, and other catchy cues.

 

Take a look back at some of their best digital campaigns, including "Fuel your team", the "Nike Grid" or Ronaldinho's incredible soccer talents. Sweet memories...

 

Can you remember a big marketing fail by Nike?

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Inside "Magna Carta Holy Grail" with JAY Z + Samsung

With new independence comes new rules. Get a sneak peek into the studio with JAY Z as he describes his vision behind his new album "Magna Carta Holy Grail." ...
Pierrick Fischer's insight:

The new music campaign by Samsung is making so big noise. Not only because it features rapper Jay Z but also because it was a pretty epic fail.

 

Samsung paid big bucks to be the first one to release Jay Z's new album to its loyal cellphone holders through an app. 

 

Problem is: so many people tried to download it that the app crashed quickly, while sharing websites and free radio had the new album playing for everyone.

 

Jay Z is incredibly popular and brands like him, including beer giant Budweiser.

 

It could have been a smart move but come on Samsung, you should have known better.

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Toute la journée - HEREZIE - Harrys

Toute la journée - HEREZIE - Harrys | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it
Le pain de mie Harrys n'est pas uniquement fait pour le midi. Au petit-déjeuner, pour le goûter ou le repas du soir, c'est bon toute la journée.
Pierrick Fischer's insight:

The new print ad for Harrys is out in France! Trying to foster consumption, Harrys wants you to finish your package fast and goand buy another one.

 

The response from their ad agency: A-N-Y-T-I-M-E. (read "you can have a slice of Harrys anytime"!)

 

A campaign that is visually strong, and unlike others, keeps the product itself at the center of attention. You have to notice it, and go like "this is pretty cool".

 

A smart move for Harrys, and a great concept from ad agency Herezie!

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Here Are Your 2013 Emmy Nominees for Best Commercial

Here Are Your 2013 Emmy Nominees for Best Commercial | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it
Grey, BBH, Wieden + Kennedy and Crispin Porter + Bogusky will battle it out for Best Commercial at the Emmy Awards in September, it was announced Thursday—nominated for Canon, Google Chrome, Nike and Grey Poupon ads.
Pierrick Fischer's insight:

Canon, Google Chrome, Nike and Grey Poupon are up for the 2013 Emmy Awards...Who do you bet on?

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Budweiser | Dreams Are Made | Rihanna

Budweiser launches its global music campaign "Made For Music," with a filmic black and white thirty second spot featuring Rihanna amongst a host of creators ...
Pierrick Fischer's insight:

Budweiser has big bucks, and it shows it!

 

A few days ago, the beer emperor launched a new black and white music campaign, featuring Rihanna, and Budweiser "veteran" Mr Jay Z! A campaign set to be aired in 85 countries, on Budweiser's own music website and Youtube channel. Some behind the scenes videos will also be released.

 

I do agree with choosing Jay Z for it. I guess we got used to associating him with the beer. But Rihanna is a choice that is a little less obvious. Who is Budweiser trying to reach by going with her exactly? 

 

And hey, no harm meant, but the beer stills sucks! :) 

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Watch the Most Bafflingly Awesome New-Product Demo of 2013 So Far

Watch the Most Bafflingly Awesome New-Product Demo of 2013 So Far | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it
Everyone is raving about NeverWet, a spray-on waterproof coating that Rust-Oleum is manufacturing and distributing in North America in return for royalty payments.
Pierrick Fischer's insight:

When a product really works, no need to search much long for a way to sell it. You can keep it purely simple and communicate about its amazing features, all demonstrated thanks to product demonstration!

 

NeverWet is a "super hydrophobic" spray. Think about that spray to protect your shoes from water/stains, and apply it to anything that surrounds you: clothes, smartphone, cleaning supply. Anything that you might want to protect from liquids.

 

A low budget, highly effective video!

 

Do you believe this is a good move from NeverWet? To which other products would you see this apply well?

 

 

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Red Bull tops Jay-Z's Samsung ad in viral chart | Viral Chart - best virals, most shared ads

Red Bull tops Jay-Z's Samsung ad in viral chart | Viral Chart - best virals, most shared ads | Rethinking Advertisement: Creativity from Press Campaigns to Digital Marketing | Scoop.it
Stunt cyclist Danny MacAskill creates viral success for Red Bull, knocking rap artist and music mogul Jay-Z to second place in most-shared ad chart.

Via Reine Fleur
Pierrick Fischer's insight:

Red Bull stays strong about its marketing campaing. After the uberly popular Stratos and the Supersonic free fall that got some great buzz, the drinking brand is back with an ad less sensational, but still super creative.

 

Relying on stuntmen as usual ("if it ain't broke don't fix it"), the brand presents a playful and creative ad, a sweet video that mixes the best of your childhood, with your new activities as a big boy.

 

A pretty smart move to me, but be careful RedBull, your ideas will be getting old someday...

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Reine Fleur's curator insight, July 9, 2013 4:21 AM

Wanna have fun on the web? Let's discover the Red Bull's viral ad shared more than 200 000 times this week!