Sängjätten - Guerilla Assignement
We were given an ad placed in a swedish magazine and asked to reach atleast 50 thousand people in an alternative way. The budget limited to the amount of money it costs to place the ad.
Our ad was for the company Sängjätten, a swedish bed retailer. Dragster is their agency (www.dragster.se) and Art Director was Kajsa Arnoldson.
We planned but did not execute the following event:
Place: Gothenburg during The Gothenburg Festival and The European Athletics Championships.
Event: A try to set a new World Record for staying awake.
The Event
The company would invite customers to participate in the try at the world record. The event would be held at the festival area, in a tent with the participants placed on beds delivered from Sängjätten.
The Campaign
The ads for the event would be placed in the stores before the event and at trolleys behind the trams the days before the event started. The trolleys would be beds with ads on them, (and a cube of plexiglas around them for safety) a form of moving billboards not yet tried in Gothenburg.
The Group
We worked in a small group of four people; Me, Johan, Fia and Tony. We had no fixed titles. I contributed with the idea about the attempt at the world record as well as the graphical presentation.
Sidenote; Sängjätten has a brand new spiffy graphical profile, wich we did not follow in the sketch for the event. The profile would have been our bible if we would have pitched the idea.
We were given an ad placed in a swedish magazine and asked to reach atleast 50 thousand people in an alternative way. The budget limited to the amount of money it costs to place the ad.
Our ad was for the company Sängjätten, a swedish bed retailer. Dragster is their agency (www.dragster.se) and Art Director was Kajsa Arnoldson.
Original Ad:
We planned but did not execute the following event:
Place: Gothenburg during The Gothenburg Festival and The European Athletics Championships.
Event: A try to set a new World Record for staying awake.
The Event
The company would invite customers to participate in the try at the world record. The event would be held at the festival area, in a tent with the participants placed on beds delivered from Sängjätten.
The Campaign
The ads for the event would be placed in the stores before the event and at trolleys behind the trams the days before the event started. The trolleys would be beds with ads on them, (and a cube of plexiglas around them for safety) a form of moving billboards not yet tried in Gothenburg.
The Group
We worked in a small group of four people; Me, Johan, Fia and Tony. We had no fixed titles. I contributed with the idea about the attempt at the world record as well as the graphical presentation.
Sidenote; Sängjätten has a brand new spiffy graphical profile, wich we did not follow in the sketch for the event. The profile would have been our bible if we would have pitched the idea.
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