Following the success of last year's creative New Year's greeting, Publicis Groupe was faced with finding a new way to ring in 2014. An added challenge was the company's looming merger with Omnicom. The More The Merrier YouTube campaign was a nice workaround, hinting at the merger without inviting any legal issues. The more people that watch the greeting together, the more colorful the video becomes-a concept that uses tech to bring people together to watch.

Launch the campaign
Published
February 2014
Topics

The Story

Following the success of last year's creative New Year's greeting, Publicis Groupe was faced with finding a new way to ring in 2014. An added challenge was the company's looming merger with Omnicom. The More The Merrier YouTube campaign was a nice workaround, hinting at the merger without inviting any legal issues. The more people that watch the greeting together, the more colorful the video becomes-a concept that uses tech to bring people together to watch.

Our geeky team developed a fancy facial detection algorithm that allows a webcam to count how many people are watching the video together. If you watch the video by yourself, you won't notice anything unusual, but if one friend joins the frame, you'll see Maurice Lévy delivering his corporate speech in a confetti storm. Bring in more colleagues and you may see gospel singers, cheerleaders, Chinese dragons and a few other surprises as Maurice Lévy tries to keep his cool.

The Technology

The Results

This was the first video to count actual viewers rather than YouTube views. After only two weeks, 95,000 people watched “The More, The Merrier” and it received more than 5,000 shares on social networks and nearly 150 press clippings.

13

Team members on the projects

5K

Social shares

150

Press clippings

Launch Date Dec. 17, 2013