From a viral stunt to a team-up with a rap superstar, here are Droga5 founder David Droga‘s choices for five advertising moments that have defined his innovative company.
1. Ecko Unltd, “Still Free,” 2006. Droga5’s first work was a bold buzz-builder that didn’t appear to be an ad. In a grainy video, fashion CEO Marc Ecko hops a fence and seems to spray graffiti on Air Force One. It wasn’t real, but CNN and others bit, which massively amplified the reach of the low-budget campaign. “Before the term ‘viral video’ came out,” says Droga, “we used the mass media to our advantage.”
Related: Advertising Superstar David Droga Knows How To Get In Your Head
2. Jewish Council For Education And Research, “The Great Schlep,” 2008. During the 2008 presidential election, Droga5 came up with a pro-Obama campaign intended to sway the votes of elderly Jewish voters in the crucial swing state of Florida. The hilarious spots, starring comedian Sarah Silverman, were aimed not at the voters themselves, but rather at the demo most likely to command their undivided attention: their grandchildren.
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