Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser/Client: MAXWELL HOUSE
Advertising Agency: OGILVY BEIJING
Media/Advertising Agency: OGILVY BEIJING
Group Executive Creative Director
Executive Creative Director
Innovative Media Strategy:
China is a tea drinking country. Most people wake up to a thermos of hot water then head off to work still half conscious. The challenge was to promote the beneficial jolt coffee provides to a country bent on tea. How could Maxwell House make the "wake up" benefit of their coffee clear to office workers on their early morning shuffle into work?
A shot of adrenaline. As many use the lift to get to their office, a picture of an exposed elevator well was stuck to the floor of the lift. When the doors opened, people were shocked to find the lift had no floor. They would suddenly wake up, much like the effect of drinking a cup of Maxwell House coffee.
Office workers, 22-35 years old, white collar. The ad caused quite a commotion on the morning of its launch, crowding the lobby with surprised office workers.
The stunt was the buzz on the street for the next week, with people from neighbouring buildings coming to visit the lift. Photos and videos were taken and uploaded to content-sharing sites such as YouTube, continuing the buzz online.
The Ambient Advert titled MORNING ALARM was done by Ogilvy & Mather Beijing advertising agency for brand: Maxwell House in China. It was released in the Jun 2008.