Walking on Water with Hi-Tec

Hi-Tec the sportswear company has attracted over 4 million people on YouTube through a hoax viral campaign. The 3 minute viral, created by Amsterdam-based ad agency CCCP, shows three men walking on water whilst practicing ‘Liquid Mountaineering’.

Hi-Tec’s head of marketing, Simon Bonham said “The idea was to take a traditional form of marketing and totally turn it around on its head, in the process capturing the fun, spirited side of our brand.”

I think that the viral is extremely clever, as there is a lot of subconscious reinforcement of the brand occuring whilst the viewer is being entertained (i.e brand values based upon what the men are saying). I instantly fell in love with the campaign, it is inspiring and shows how creative advertising can be – very exciting!

Have a wonderful day,

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Author: Chakraborty

Dr Chakrabarty is the Chief Innovation Officer of IntuiComp TeraScience. Earlier she was Assistant Professor of Delhi University, a QS ranked university in India. Before that she has held research positions in IIT Mumbai, IIT Chennai and IISc Bangalore. She holds 2 patents and over 20 research publications in her name which are highly cited. Her area of research is in smart technologies, integrated devices and communications. She also has a penchant for blogging and is an editor of Business Fundas.