Cannes Lions
ICHAMELEON @ AMVBBDO, London / MOTOROLLA / 2007
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Swedish Karma Instructor Sven Goodsson showed visitors how Motorola's (red) RAZR phone can improve karma. As the site’s host, Sven, took visitors on the journey through his life, showing different ways to analyze and assess their current karmic status in the universe. For a precise karma reading, guests used the Aura Analyzer to upload a photo and receive a surprisingly accurate reading, thanks to color enhancement of their existing auras. Another one of Sven’s tools was the Karma Meter. This section of the site allowed people to enter the address of their Myspace profiles. Sven would scan profiles’ comments and provide a karma read-out. Users could keep an eye on their karma by pasting a provided code to host the banner on their profiles. These served as mini banners that incurred no media costs and allowed the campaign to spread virally.
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