Heineken Light's Occasionally Perfect Billboard. Hmm...

Pointless But Fun. Hmm...

To spread the word that chewing Trident Senses gum is pointless, but yet fun, JWT London has created a completely bizarre, Europe-wide integrated campaign that centres on the Pointless Collective, a group of artists responsible for creating experiences, events, films and art that are pointless and fun. A series of fairly wacky webisodes filmed in Romania chart the efforts of the three masked heroes that make up the Pointless Collective - feisty female wrestler Flaquita, outcast and paper bag-wearing Paco, and part-man part-canine Tortuga - as they come up with ideas to assist their boss, Madam Pia, in bringing Pointless Fun to the world.

The first idea to come out of the Pointless Collective's HQ was the Dancing Polar Bear Event, which saw Trident float an igloo along the shorelines of busy Spanish beaches. By texting a designated number, holiday-makers could make a polar bear come out of the igloo and perform a dance for them.


Then, last week, the Pointless Collective apparently staged the world's largest shadow puppet show in Valencia's football stadium, during a match against Barcelona. The crowd could interact with the giant chicken puppets and decide, via cheering, which one should score a goal. 

In the next few days, the Pointless Collective will launch a reality show 'Dude, Where's My Chicken?'. A luxury chicken farm, currently in the process of being decked out with a beach, a hairdresser and a pub, will be equipped with 10 cameras to enable users to tune in and follow the 500 chickens - and 12 'celebrity' chickens - at any time of the day. The chickens will broadcast live updates and when they lay an egg, users can swap the egg for a paintball and shoot it at a live billboard covered in white t-shirts.  

pointlessfun.com
www.facebook.com/pointlessfun

10 Episodes & A Movie Coming Up! Hmm...

Arrested Development is returning in fall/winter 2012.