Other Stuff

Increasingly I've been having lots of fun doing 'non-traditional' fully integrated campaigns. Alas, they are kind of hard to show. For this client, California Cheese, the idea was to set up a real political party devoted to all things Californian and cheesy (in both senses of the word). They would have demonstrations against imported cheese, they would run TV ads for various Propositions in California's people power movement and do all the other things a real party does.

We even got aging has-beens such as Sally Struthers to agree to be spokespeople.

This is a single poster for Hellman's Mayonnaise. Their positioning is that things and people are very attracted to it, so much so they just want to grab it.

Anyway, we thought we'd dramatise this. We set up a site where you see the a pack of Hellman's. A few days later, we installed a poster that looked like someone had smashed the glass case and torn out the pack.

Then we replaced the pack. A few days later we smashed the glass again and tore out the pack. Then we replaced the pack again and stuck on a sticker saying the poster was being patrolled by security guards.

Then we smashed the glass again, and later placed Crime Scene tap around it.

Then we surrounded the poster with a real chain.

Finally, we replaced the pack shot again and hired a real security guard with a guard dog to protect it.

That's some mayonnaise.