From time to time I remember (or someone reminds me of) classic examples of activation ideas. Campaigns that redefined the industry and stayed fresh until today. Although chances are you might have seen it before, I’ll feature those from time to time. As all good classics, you might enjoy watching them again and finding new things.

Thanks, Michel, for reminding me of Burger King’s Whopper Freakout saga. Back in 2008 they hired a documentary team to run a social experiment, discontinuing their best selling product on day 1 and replacing it with the competitors’ on day 2. Simply bold and brilliant.

Can you think of other examples of this sort of reversed psychology?