[youtube]http://www.youtube.com/watch?v=lqT_dPApj9U&feature=player_embedded[/youtube]

In this new age of digitalized and globalized brands, everything is media.  We are currently in the era of “Media Arts” where we create buzz by saying differentiating things in a different manner, with new media.  A brand’s innate media (its packaging, its points of sales) are just as important as the medias that a brand buys (TV, radio, press, posters) to generate buzz—or “earned media”.  Brand experience can be given more media by adding a creative element that surprises.  The proof: the above Coca-Cola film.  Brands have not finished (wanting) to surprise us!