Campaign Direct Awards 2007: Best IT and Consumer Durables Campaign

Project: Logitech Viral
Agency: Kitcatt Nohr Alexander Shaw
Creative director: Paul Kitcatt
Art director: Phil Wyatt
Copywriter: Ben Golik
Account director: Jonathan Goodman
Client: Logitech/Logitech Webcams

Logitech chose a viral campaign to promote its webcams, based on the thinking that webcams are ideal for people who are strong users of internet communications tools, including instant messaging, and with good social networks. Kitcatt Nohr Alexander Shaw came up with a humourous idea to appeal to young male professionals.

The viral shows a young man speaking to his girlfriend via the webcam telling her that he's going to have to stay late at work. But the twist is that the webcam is actually set up in a pub toilet and he is just one of a number of men using the webcam to fool their partners. The viral was ranked within AOL's top ten and was pick of the day on the viral website viralx.com.