Germanwings Planemob

In 2011, a phenomenon caused marketing departments and agencies sleepless nights: the viral. Why spend 300,000 euros on a TV commercial that doesn't even go down well in market research when you can just spend 300 euros on a blurry mobile phone video that people find funny and even voluntarily share on YouTube? The big problem was that nobody knew exactly how such a viral actually works. To be honest, neither did we. So we just booked flight tickets, made cardboard signs, sat on board the competition and held the camera on it.
And somehow everyone loved it - except the competitors.