To show that people who study English at CCAA aren’t fazed by much, our story brought together a student, Jessica Alba, an alien elevator operator, a zombie, and many other strange characters in one elevator. Online, we decided to include one more person in the story: the user. How?
By turning our video into the elevator itself.
CCAA introduces YouTube’s inverted player, for the first time in the world. And the users would invert the player themselves.
Using only the features of YouTube’s player, the user could navigate between floors, solve riddles, and find a hidden button that led to a bonus video. Not only did over 1 million people play with our elevator, but the bonus video was the 5th most watched viral video during the campaign’s launch week, taking the #1 spot in Brazil.
The TV spot