What do revolving doors in an office building make you think of?
For one agency person, the image of a food blender came to mind, quite appropriately.
The agency, Taxi Canada, was cooking up creative ideas for McCain Foods, a Canadian food company, and its new Smooth-eez blended drinks.
What could be better to illustrate how Smooth-eez are made than images of a bunch of fruit and other ingredients being mixed together in revolving doors?
"Someone on the creative team was walking downtown and went through a revolving door and thought, ‘Wow this would make for a great media opportunity,’” says Irfan Khan, associate creative director at Taxi Canada, the agency that executed the ad. “It’s one of those things you can’t help but notice.”
From that creative was developed and put up in revolving doors in office buildings in Toronto and Calgary. When a visitor entered or exited the building, the rotation of the doors created the illusion of a giant blender in action.
Khan says the out-of-home campaign was an extension of a series of TV ads that ran earlier, which demonstrated how the drinks are made by blending together the ingredients.
He says the revolving door campaign generated a good amount of media buzz, including online coverage and mentions in a couple local marketing magazines. Besides that, many people, especially kids, interacted with the ads.
“Kids who were there were immediately drawn to it, like they were inside a blender,” says Khan.
The campaign originally ran last spring but Kahn says McCain may consider a similar campaign in the near future.
