he humble window washer has now turned brand ambassador. Media agency Mindshare developed a head-turning campaign for Northwest Airlines in Tokyo, Japan. The promotion involved securing space on window cleaner platforms to promote the airline's new high-tech lie-flat seats in its World Business Class (WBC).

The promotion, targeted at office workers and professionals, was right on target as the creative prepared by Ogilvy asked, "Does your seat recline all the way down to 176 degrees?"... more