Droga5 drafts in Vanilla Ice for Virgin Mobile work

Some of the highest profile work yet from Sydney start-up Droga5 has debuted, with an online campaign for Virgin Mobile featuring 80s rapper Vanilla Ice.  

The campaign, which is spearheaded by a video of the musician apologising for his track Ice Ice Baby, is designed to lead online users to the Right Music Wrongs web site, where they are encouraged to debate the worst pieces of music of all time.

vanilla-ice-viral-trendsVirgin Mobile says the video has already been viewed around 300,000 times, and that the site itself has attracted around 44,000 unique visitors.

“We have been able to create a campaign that encourages genuine consumer involvement, on a moderate budget, by working with Vanilla Ice and one of the most recognisable songs on the planet,” claimed Droga 5’s Sudeep Gohill.

There will be further activation of the campaign at the V Music festival later this month and through radio advertising with Nova. Agencies Thought By Them, MPG and One Green Bean are also involved in the campaign

According to the website Viral Video Chart, online discussion of the video briefly spiked last week, but quickly fell away.

The work is not the first from Droga5 since the agency began in 2007 with former Saatchi and Saatchi ECD Danid “Nobby” Nobay at its helm. But it has so far made less impact on the Australian ad industry than might have been expected – partly because major plans for client VB are understood to have been pushed back.

However, the work is not quite the first for Droga5 Sydney. It created some ads for VB Gold last year and has also did the launch campaign for V Australia. But Droga5 Sydney is yet to create the kind of buzz generated by its US parent, headed by Aussie Dave Droga, who is among the most awarded creatives of all time.


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