» Army on Everest
The British Army was on an expedition to tackle Everest by the West Ridge which is the hardest way to reach the summit. We developed an interactive campaign to drive traffic to the www.armyoneverest.mod.uk website and to make people experience a different aspect of the army.Our goal was to make ads that integrated with the TV and press but that wasn't matching luggage. We didn't want people to just see our ads we wanted to make them interact and play with them. The campaign quickly expanded and we made interactive banners and skyscrapers, XML newsfeed ads, streaming video MPUs, e-mails, and explorable expand banners and MPUs. In addition we had Roadblock executions for when the reached the summit. They didn't. But I did get to do lots of writing as well as art direction so it wasn't all bad. Some of the executions are below.
Struggle 120x600
Blown Away 468x60
Halfway 120x600
XML Expedition Update 120x600
Explore MPU
Video MPU
UK Climbing bespoke copy 120x600