Duracell heats up Canadian bus commuters by getting them to hold hands

A bus shelter situated in the icy clime of Montreal encourages waiting commuters to link hands from one end to another, at which point the shelter heats up, in a campaign for battery brand Duracell.

By joining hands and connecting a positive symbol at one end of the stop to a negative symbol at the other, an electrical circuit is completed and the bus shelter's heating system is turned on.

Duracell has prodcued a short film outlining the "Moments of Warmth" stunt.

Company: Procter & Gamble

Brand: Duracell

Agency: Cossette Toronto

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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