Internet fads come and go and the reward of building your campaign on the foundations of one is obvious. Viewers.
The tricky parts are recognising the fad and getting your campaign up within what can be its short burst of glory. And yes, it really does help if your campaign has a logical connection to the fad.
Leo Burnett Brussels has nailed all three criteria for its video, THE FLOOR IS LAVA! It’s not a game for everyone, for Handicap International Belgium.
The Floor is Lava challenge, an online version of the childhood game in which you have to get off the ground by the count of 5 when someone tells you, “the floor is lava,” is trending right now.
The game has a clear connection to the problem of landmines. And Leo Burnett has copied the game – with a shocking twist at the end – well within what might be its short burst of glory.
The aim of the video is to make people aware that landmines don’t differentiate between the foot of a child or a soldier. There are landmines hidden in 56 countries worldwide. Every day, they claim 18 new victims.
Agency: Leo Burnett Brussels
Creative directors: Niels Schreyers, Sophie De Plecker & Lennert Vedts
Art Director: Bruno Giunta
Copywriter: Julian Lesceux
Business director: Jeroen Vernelen
Account director: Hadoum Ghassab
Client: Handicap International
Communications officer: Griet Ryckeboer