These are not spots. Sure, they're beautifully composed commericals directed by Errol Morris but there was more to see. In 2004 I had the great fortune of being involved in this ideation at Wieden + Kennedy. The spots were full of subtext and clues to lead curious viewers into a labyrinth of transmedia. As the community delved into the story, the trail of clues led to the unearthing of a treasure hidden in the Dakotas. It was a wild journey that saw clues planted everywhere from Amazon to Craigslist as multiple narratives unfolded through different media. In hindsight, I can't help but wonder how this would have been different in the age of social media. It was revolutionalry for its time, and in my opionion it still holds up.

You may also like

Back to Top