Campaign of the week: Follow your instinct

This is a fab new campaign for the Instinct by Samsung Canada Films, and the only way to see it properly is on YouTube:


As far as I can tell, it is the first commercial usage of YouTube's annotations which allows you to embed links into videos. So, the story takes place across several different videos, and you get to choose where you want the story to go. If you want to see the set, they're here.

Very nice.


There's a campaign web site as well, but to be honest I didn't bother with it much. Looks nice, though. Adverblog rates the funny product placement program, which encourages people to place the phone in home movies. That's cute, but nowhere near as cool as the videos.

Given that Annotations are barely a month old, I imagine most people will really enjoy this new way of interacting with YouTube. If properly seeded, I expect this campaign to do very well. You've gotta give 'em credit for acting on this so quickly.

The work is by Toronto-based shop Fjord Interactive Marketing + Technology.

Top stuff.