September 29, 2008

Dentyne’s Make Face Time campaign

An ad that may have drawn some attention by its ‘Make Face Time’ posters on subways and other forms of public transport in the US, Dentyne’s eponymous campaign aims to encourage people to go out and spend time with the important people in their lives, rather than sitting cooped up facing a computer instead. It’s a nice concept, and made all the more interesting by initiatives such as the Make Face Time website, that automatically shuts down after 3 minutes. It doesn’t count the time you spend checking out various parts of the site though, so I don’t know if it’s as good an initiative as it sounds, though the premise certainly is. The site, for example, also has a ‘Smiley Chamber of Doom’ that purports to smash all smileys into bits because they try to subsitute those faces for actual human emotions, which, Dentyne is trying to tell us, isn’t quite right.

[Via International Herald Tribune]

Article categories: Brand Experience, Branding, Creative Thinking, Food & Drink, Online Marketing