It seems my Valentine’s Day Round Up wasn’t complete. This activity, from Saatchi and Saatchi is even more baffling, but I think the idea here is to create shareable content of a campaign for a phone company that is saying how uncool it is to share stuff via your phone. To use and oldie reference this is the ‘Why Don’t You?’ of mobile content creation.
My further comment on this campaign is that it is navel gazing of the highest order. But let’s here what Saatchi & Saatchi have to say about it.
To celebrate the launch of Deutsche Telekom’s “Connected Underwear” across Europe this Valentine’s Day, Saatchi & Saatchi’s reception was turned into a phone-free love zone. Alongside mannequins wearing the phone-blocking smart pants was a flower wall, a magenta bed, branded condoms and ‘chastity belt’ phone covers – encouraging everyone to make love, not likes. We even adapted the menu in our canteen, to serve ‘Jump on me Jacket Potatoes’ and ‘Kiss me Korean Carrots’. And although some people took to the ‘gram, we are confident that most of the Saatchi team will go home, put their phones away and make sweet love to their partner this evening.
Make of it what you will.
Naturally I was too busy being romantically offline to post this before now.