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Kabooms sausage completes online campaign for Microsoft Windows XP Media Center EditionMcCann Worldgroup launches new online campaign for Windows XP Media Center Edition (February 09, 2006)
kaboom directing duo sausage has just completed an online campaign for Microsoft Windows XP Media Center Edition via McCann Worldgroup that illustrates placing power in the hands of consumers in a truly original and utterly relatable way.
Centering on socially obnoxious characters, the spots contain twists that viewers will embrace - come-uppance for the annoying. In the production process the campaign took a unique twist and resulted in both successful online spots and a viral piece called the "Soundboard."
In "Gamers" two guys sit on a couch playing a video game. One is clearly more skilled than the other and makes his prowess known by taunting and teasing his opponent. The beleaguered opponent suddenly takes a remote control, points it at the sarcastic twit and changes him into a stack of pizzas.
In "Bus Stop" two people are subjected to a young man's annoyingly loud and brash cell phone conversation. Fortunately, one of them has the magical remote which, when pointed at the offending caller, douses him with a torrent of water. Each spot ends with an image of the remote and an accompanying computer set-up, with the voiceover enticing viewers to, "Get used to more control with a Media Center PC."
The spots were hugely enjoyable for sausage for a variety of reasons, including that they were built from concepts rather than strict storyboards, providing the unique opportunity to develop the specifics via casting and performance. Once the ideal actors were cast, the directors had them improvise their roles based on character sketches. Building on effective lines and actions, the resulting footage proved to be "an embarrassment of riches because the actors were so great. The real challenge, then, lay in the editing stage."
Rather than scrap the exceptional wealth of footage, the agency assembled the audio from the outtakes into a viral piece that they call the "Soundboard." The viral features the spots and a fun interactive piece that allows viewers to play back outtakes from the amazing performances the actors gave. To view the spots and the "Soundboard" please visit:
Former agency creatives themselves, sausage was drawn to both the irreverent nature of the concept and the collaborative nature of the agency team who generated the campaign. And, they say, laughing, ?Any day where you get paid to dump 50 gallons of water on a guy is a great one."
Reality on mushrooms, irreverent but relevant. Smart humor, meticulously and relentlessly crafted - that's sausage. In a past life, sausage were award-winning creative directors on accounts including Levi's, MTV, Sega and Nike. They often found themselves presenting the campaign that scared the client into buying the "safe one" (earning props from creators of safe ones everywhere). Fortunately, the agency time allowed them to work with such legendary directors as David Wild and Christopher Guest. Their first short film, Dance Machine won numerous awards and has screened in festivals around the world.
For more information visit www.kaboomproductions.com.
Client: Microsoft - Windows XP Media Center Edition
Titles: "Gamers," "Bus Stop"
Agency: McCann Worldgroup
Group Creative Director: Jeff Musser, Scott Storrs
Senior Art Director: Julie Frazie,
Art Director: Craig Ness
Copywriter: Tracy Deluca
Producer: Therese Vreeland
Production Company: kaboom productions/SF
Executive Producer: lauren schwartz
Producer: Sara Noyes
Director of Photography: Peter Thomas
Production Designer: Dwane Platt
Editorial Company: Teak Motion Visuals
Editor: Bob Spector
Audio Mix: One Union Recording/SF
Engineer: Andy Greenberg
Music Company: Dustpan (stock)
Online: Teak Editorial
Online Editor: Mark Everson
Related Keywords:kaboom, Microsoft, McCann Worldgroup, sausage, Windows XP Media Center Edition, directors,