Dance pony, dance

Wieden + Kennedy’s London office has conjured up a dancing, moonwalking Shetland pony to demonstrate that mobile network Three understand that “silly stuff” is important to its users…

Wieden + Kennedy‘s London office has conjured up a dancing, moonwalking Shetland pony to demonstrate that mobile network Three understand that “silly stuff” is important to its users…

Here at CR towers we were talking just the other day about how clients like to ask their agencies to “make us a viral” but of course you can’t make a viral, you can simply make a film you hope goes viral. And this film – shot by Blink’s Dougal Wilson who worked closely with MPC to create the pony’s magic moves –  just might prove to be a super example of a piece of content that will be shared like crazy.

Who can resist the silliness of a Shetland pony that struts and moonwalks to the sound of Fleetwood Mac’s Everywhere? Not us – show us the ‘like’ button!

As well as the film, W+K has cooked up more ways for the campaign to be shared in the form of The Pony Mixer, an online app that also lives on Three’s YouTube channel and allows users to create and share (via Twitter or Facebook) their own remixed videos of the pony performing to different types of muisc. Choose from Rock, Punk, Bollywood and more for extra, ridiculous, levels of shareable silliness.

Here’s a trailer to show how it works:

Find the Pony Mixer here.

Ad agency Wieden + Kennedy, London
Creative directors Dan Norris, Ray Shaughnessy
Creatives Freddie Powell, Hollie Walker
Director Dougal Wilson
Production company Blink
Post production MPC
Pony mixer interface and programming by B-Reel. Content created by Blink and Munky.

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The March issue of CR magazine celebrates 150 years of the London Underground. In it we introduce a new book by Mark Ovenden, which is the first study of all aspects of the tube’s design evolution; we ask Harry Beck authority, Ken Garland, what he makes of a new tube map concept by Mark Noad; we investigate the enduring appeal of Edward Johnston’s eponymous typeface; Michael Evamy reports on the design story of world-famous roundel; we look at the London Transport Museum’s new exhibition of 150 key posters from its archive; we explore the rich history of platform art, and also the Underground’s communications and advertising, past and present. Plus, we talk to London Transport Museum’s head of trading about TfL’s approach to brand licensing and merchandising. In Crit, Rick Poynor reviews Branding Terror, a book about terrorist logos, while Paul Belford looks at how a 1980 ad managed to do away with everything bar a product demo. Finally, Daniel Benneworth-Grey reflects on the merits on working home alone. Buy your copy here.

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