11.13.08

CitationShares viral spot

Online Ads, Consumer

In the travel and transportation industry, where competition for brand visibility soars higher each year, it takes stepping outside of traditional advertising to reach a broader audience. This was exactly the approach taken by Seattle-based Hornall Anderson when approached by CitationShares, a premium fractional jet ownership service, to help them raise their brand awareness. They concepted and produced three short films, including "Michael Phelps Flies," starring swimming phenom Michael Phelps, that are a take on what life outside the spotlight looks like for an easy-going, 23-year-old who's had international celebrity status thrust upon him. The videos were distributed virally, through a number of Internet channels and relied on their own humor and novelty, rather than costly media buys, to gain exposure. By leading with the content, not the product, the videos offer a subtle, accessible introduction to the luxury and service that the CitationShares brand embodies.

Joseph King, art director; Jamie Monberg, creative director; Tom Price, storyboard artist Dana Kruse, agency producer; Chris Monberg, account manager; Zak Menkel, content producer; Dave Laden, director; Über Content, production company; FilmCore, editorial company.

www.hornallanderso ... www.citationshares.com