Restaurants are in constant pursuit of changing consumer behavior, whether that behavior is visiting a location, buying the limited-time offer, joining a loyalty program, becoming a follower, etc.

It’s so refreshing to see advertisers changing their own behavior in this pursuit. I’ve written (pleaded) for media planners to work closely with account planners and creative teams, to join the creative process to discover innovative ways of connecting brands and consumers. I found a great example from Ultimat Vodka.

The brilliance of this idea is the context in which the message is delivered. Zero waste, high attention, great talk value, easy follow through.

You might wonder if this idea was born from a creative team or a media team. Don’t waste your time, it doesn’t matter. Ideas like this are born from collaboration and the courage to explore new forms of communication and connection.

Ultimat Vodka added window washers to their media mix. What comes next?