One of my creative director’s pet gripes is a campaign directive to “add a viral component”.  It’s right up there with the afterthought of tacking a website onto an already fully formed above the line campaign with no thought as to how digital could have added to the creative concept up front. Found this video and post on Faris Yakob’s blog which quite brilliantly sums it all up.

The video above was made by Mauricio and Ricardo Justus for a panel at FOE3 - it is a mash up made from a Brazilian film called Tropa De Elite, a film which was embraced and spread by remix culture.