Events that must prove an asset
One of the dogmas of the entire modern communication, starting from the fact that today the users are much more satiated than in the past and in the net you can quickly confirm or deny what the brand say, is to demonstrate what is claimed to know how to do, whether it is a simple skill or even a worldwide asset. To do it you do not design the concept of the event on communication but on the contrary communication must serve and document what has materially been demonstrated in the event.
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This communication project self-promotional for the Publicis Dialog agency it was intended to communicate the agency asset: "communication with high viral potential". So I thought of an event that exploits the most viral of the charges, yawning. The event included a mock press conference presentation of the agency in which "yawning agents" they would kick-start a chain effect of yawning. The projection of slides would then clarify the agency asset.