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Real Angry Birds used to sell phones

Earlier this year in Barcelona, a creative team doing advertising for T-Mobile built a giant, real-life version of Angry Birds. Waste of time? Absolutely! We’re talking about Angry Birds! Here’s what it looked and sounded like:

(Watch the clip on YouTube.)

The event involved rigging a smartphone to actual air cannons and speakers playing sound effects. Saatchi & Saatchi Italy came up with this concept for Deutsche Telekom, which owns the T-Mobile brand, and it was done in cooperation with Rovio, which produces the Angry Birds game. These are obviously people who can make fantastical things happen.

I love this. It uplifts one of the things customers actually enjoy about mobile phones: This really addictive game. In an interview with Creativity magazine about the project, director Greg Brunkalla said, “First and foremost this was conceived as an event. We wanted to make something that was truly entertaining and actually worked.”

The one-off event reached people all over the world, thanks to the video. At best, a few thousand people in one city saw the event as it was happening. The video on YouTube, however, has been played nearly 7 million times.

Who created this ad?

Agency: Saatchi & Saatchi, Italy
Copywriter: Luca Lorenzini
Art Director: Luca Pannese
International Creative Director: Jason Romeyko
Planner: Jason Lonsdale
Account Handler: James Griffiths, Charlotte Cook
Producer: Kate O’Mulloy, Jennifer Kennedy
Production Company: Rokkit
Director: Legs – Greg Brunkalla
More credits via Ads of the World.

Who signed off on it?

Hans-Christian Schwingen, SVP Brand Strategy and Marketing Communications at Deutsche Telekom, and Ville Heijari, VP Franchise Development at Rovio

— By Daryl Lang. Filed under Marketing, Social Media, Television

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