Stunts and installations are increasingly a vital part of the communications mix because they are what creates conversations. They have real-world action and reaction and thus their emotional power is likely stronger because it is authentic. This year at the Cannes Lions it was very noticeable how Brands across the world are beginning to realize this.
A recent brilliant stunt that accomplished great conversations was from South Africa. In an effort to educate the general public not to tamper with crime scenes, the government created the DNA Project. By setting up an installation made of millions of little stones that formed the face of a criminal, they placed it in a busy train station and watched how people walked over it. In doing so the image became unrecognizable and thus the message was complete. Absolutely genius. Have a look at the video to see the whole story.