Yesterday I received a link to an online case study for Element skateboards. There is lots of online buzz about this being great work. And the buzz is deserved. The idea behind the campaign blew me away. The way they thought about using technology blew me away. The awards that it won? Let’s just say everything about it impressed me immediately. And after about three minutes of digging further, I realized that this was not a case study. It was a student entry in an awards competition.

That’s the internet for you. Students in Norway come up with an idea. Produce a video. Put it online. Get people excited about an idea. One that walks and talks like a real idea. One that creates awareness in the brand. Changes perceptions of the brand. Builds equity in the brand. Creates jealousy among art directors, copywriters and planners everywhere. And, in actuality, never “existed.”

Pre-execution buzz has existed in many categories for many years. And, perhaps, Element (or some other skateboard brand or some group of dedicated consumers) will take this idea and make it real. But, then again, it might not.

This idea may live out it’s life as an idea, and still make an impact. Technology changes everything. In this case, the way in which the idea was presented changed perceptions. And it did so by looking like it changed reality.

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