Category

Advertising

Date
2008
Source

A hilarious and virally effective campaign that brought giggles and dropped a few jaws along the Vancouver sea wall. The campaign started with the recruitment of a handful of hirsute individuals who agreed to waxing the Parissa message via their back hair, and then let them loose to wander the beach in swim trunks. Intended as a internet test, the project gained instant success, with people rushing to share the images with friends. These Rethink stunts really shift how we see advertising, or better, how we feel about the products being advertised. They invite conversation and encourage sharing via mobile phones and social networks. We do not need to believe in the products, or be seduced with slogans and tag lines, we just need to be entertained and let brands become the stages for all this to happen.  

Comments

Hillary MaynardJune 9, 2010
Interesting comment, Todd: “we just need to be entertained and let brands become the stages for all this to happen.” As our public spaces continue to be encroached upon by advertising (even as entertainment), do we really need to “let the brands become the stages” or even let it happen at all? I suppose as consumer audiences we eat this up, but is it good for us, or is it just a form of cerebral junk food?
RodSalmJune 10, 2010
More and more, successful marketing and product brand building relies on entertainment to hold people’s attention, it speaks to our attention spans and underlying desires. Like icing on a cake, we like how the icing looks so the cake must be good too… So, is it good for us? Who knows, but it’s what “we” want. Advertising is never “good for you” other than to get you to purchase – and it’s up to the individuals to decide if that is a benefit or an affliction in a consuming focused society like ours.
OutJune 18, 2010
Gross.
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