Reactvertising

Following its brilliant film introducing the the world to the art and nature of ExFEARiential advertising, this follow up from agency john st. shifts the focus to real time and reactive with another hilarious piece.

Based on events such as 2013's Super Bowl blackout and Apple #bendgate - which brand's such as Oreo and KitKat have famously hijacked to advertise their own products - the film introduces a crop of john st. creatives who are applying themselves in new ways to adapt to the moment and seize opportunities by being on constant alert.

Some of the methods include employing more personnel and people in new roles, such as speedwriters, who can continuously churn out copy regardless of whether it's releveant. Speed training techniques including word association tests keep the creatives sharp and sleep shifts mean that they'll never miss a thing in the all-consuming new world of immediacy.