Pay for a cookie with a SMILE??!?

http://www.youtube.com/watch?feature=player_embedded&v=-cRXRxepsKo

http://www.creativeguerrillamarketing.com/guerrilla-marketing/project-change-pay-for-a-cookie-with-a-smile/

This is "Project Change" an advertising campaign made for EURO RSCG Australia (that is a worlwide marketing agency based in Australia) who were going through a rebranding phase (they are now known as Havas Worldwide). So anyway, the idea of Project Change was to bring about some positivity in people in Austrailia who commute to work. The team at Havas found that 97% of Australians are unhappy commuting. After some headscratching they decided that the best way to change the average commuter's moods were to give away free (more or less) cookies to anyone who has the ability to smile! Yes SMILE!

http://www.creativeguerrillamarketing.com/guerrilla-marketing/project-change-pay-for-a-cookie-with-a-smile/

They started off by baking several hundred cookies and then going around in an old ford mustang in the streets of Sydney, Melbourne and Brisbane, “selling” the cookies for smile, crazy right?

I think this concept is cool as its is a very unique way of promotingt a brand that has just had an identity change. The simple idea of giving away cookies for practically free to promote a brand seems a bit unorthodox but it brought about some happiness to the people commuting to work and a positive association with the brand, definitly some good exposure. Now if only I could "buy" some cookies with a smile on my way to uni everyday...