2. 1. Strawberry Fields To promote the opening of this exhibit at The Rock & Roll Hall of Fame Annex, die-cut strawberries containing the event info were mounted on stakes, then planted in the Strawberry Fields section of Central Park in New York. Instead of mailing/distributing invites by conventional means, pedestrians actually picked the strawberry invitations from the grounds of Strawberry Fields
4. 2. CLEVER RECYCLING Don’t you wonder what EXACTLY you’re allowed to throw in the recylcling bin? Comieco is an Italian organization supporting paper recycling, and with this nice campaign, they aimed aimed to improve the quality of paper recycling by pointing out the things you can’t throw in the recycle bin. “SCOTCH-TAPE IS TREACHEROUS”, “MIND THE CELLOPHANE”, And “BEWARE OF LEFTOVER FOOD” were key messages .
6. 3. Two Clever campaigns from renault In July and august, renault in Brazil launched a guerilla campaign, visiting garage forecourts and covering small cars with ‘Renault Clio’ covers. The message was that all cars wanted to be a renaultclio. The second campaign from renault was also from Brazil and was part of the same campaign. Subscribers to Veja magazine, the largest in brazil, found that when their copy was delivered, their ordinary address sticker had been replaced by a ‘renaultclio’ Label.
9. 4. Targeting Women The very clever ‘Burn Bag’ was provided as a gift to every person who purchased ‘burn’, a weight loss aid. When the string was drawn, the bag illustrated the potential of the product.
11. 5. Targeting Women, Part ii Koleston, a beauty bran in brazil, launched a campaign that aimed to build women’s self-esteem. Taking place during International Women’s Week, they built the ‘Koleston Spot for Beauty’ in front of the central document agecny (providers of official government ids). The setup was a mix of beauty parlor and photographic studio. There, women went through a beauty session, including hair and makeup and then they were photographed by a professional. Immediately the picture was printed so that they could get a new ID. It was also sent by e-mail for use on Facebook, Orkut, Twitter.
