The Brief: 20th Century Fox were releasing Minority Report on DVD and they needed some media coverage. Always tricky as the movie had been released months beforehand at the cinema, complete with the usual media hype and PR push. We had no access to stars and the budget was modest.
The Idea: We launched the world's first Voice Mail ad campaign. We wanted to play on the themes of technology and intrusion. Sampling Tom Cruise from the movie, saying simply, "Where's my Minority Report?" and a voice over, "DVD out Monday"
The Result: One member of the public complained (wonder who?) and this sparked considerable controversy and debate in the media including the BBC, The Guardian and countless blogs and news sites.
Note: I wouldn't present an idea like this now. It's spam, albeit innovative and newsworthy (for the time). These days my guiding light is "Playful Utility."