First Midori tried using Kim Kardashian to sell the brand. Surprisingly that didn't last long. Now Midori is back with a new campaign "Say Moshi-Moshi" which launched with an experiential event. Regular folks walked past a street-level billboard and a phone rang. If they played along and said "Moshi-Moshi," the door to the billboard opened, revealing a Midori-themed club where you could learn about the brand's history, its ingredients, and of course, sample a few. Iron Chef, Masaharu Morimoto even made an appearance. Kim Kardashian was nowhere to be found but somehow the patrons got over it.
Client: Midori
Agency: Ogilvy & Mather
Chief Creative Officer: Joe Sciarrotta
Executive Creative Director: Liz Taylor
Creative Director: Sam Spratlin
Creative Director: Luis Ramirez
Senior Art Director: Gonzalo Palavecino
Writer: Katie Rivard
Re-toucher: Eric Gann
Director of Design: Gabe Usadel
Designer: Connor Flemming
Designer: Charlotte Petertil
Producer: Annie Larimer
Print Producer: Joan Shelton
Head of Planning: Antonis Kocheilas
Planner: Ariel Meranus
Digital Strategist: Liz Caradonna
Management Supervisor: Katie Wesch
Account Executive: Sara Jacobsen
Production Partner: Unit 9
Editing Partner: Optimus
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I'm old and cranky but this is super cool - I almost had as good of a time watching it as the people did who said "Moshi Moshi".
Great job Ogilvy and Mather keep it up!
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PermalinkI pitched a similar idea for a coffee brand, but the client didn't buy it. This kinda looks like what I wanted to do. So good on Ogilvy and Mather and good on Midori for running such a fun experiential campaign.
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PermalinkWho hasn't pitched a similar idea? It's basically Bud Light "up for whatever", Heineken+KLM and countless other party-stunts but on a smaller scale. All of these oh-how-exciting-for-thee-party-pranks are getting on my nerves. The six people who get fed free drinks all night - all of them very likely friends of the production co and/or ad agency & client no matter what they'll tell you - will have a grand old time, and we get to watch a shit boring commercial. Yeay! I mean, don't get me wrong the events seem like a lot of gun and I am sure that they are, but watching events is boring.
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