“Wake Up” hits Sydney and Melbourne

Last week, I noticed something different in our office building lobby. It was really subtle actually. 1 of 4 lift door has changed colour.

Black with white “Wake Up” text was on that lift door. Very apt indeed when we are queuing for the lift in the morning feeling the blues.

And that did spark the debate of which product/service/brand’s campaign is that. Seem like it’s not just our office building is being hit by this campaign.

In the recent article in The Australian Financial Review reported that Melbourne and Sydney have been hit by mock protests shouting the wake up slogan, bus ads, billboards, snail mail and even an installation in a club.

Marketing and media new sites speculated that this campaign is commissioned by Samsung. Campaign is ran by Tongue, an advertising agency.

Daniel King, Director-Melbourne from Tongue was at Internet Show (Melbourne) earlier this week. Met him there and had a chat. It is not Samsung. We know which company that is. But the secret has to be kept. So watch out for the unveiling in the coming weeks.