Two dummies pretending to have sex on the streets were staged as part of a guerrilla campaign titled, “Make love not Awards.’ They were placed around Germany’s capital to make a statement to guests of the Art Directors Club-Award Show in Berlin on April 25, 2009.
The aim of the creative agency, future:headz was to take all the focus on away from awards in the advertising world, and put it on creativity instead.
The future:headz agency is known for creating unconventional communication such as guerrilla marketing and ambient media.
Key Themes Behind This Trend
- Guerrilla Marketing
- Opportunity for businesses to create unconventional communication strategies and stand out from the competition.
- Creative Advertising
- Focus on creativity as a key element in advertising campaigns instead of merely chasing awards.
- Ambient Media
- Innovative ways of reaching consumers through non-traditional advertising spaces and mediums.
Where This Applies
- Advertising
- Disruption opportunities in the advertising industry by shifting the focus towards creativity and unique communication approaches.
- Marketing Agencies
- Potential for marketing agencies to specialize in guerrilla marketing and offer unconventional advertising solutions to clients.
- Event Planning
- Event planners can explore the concept of incorporating guerrilla marketing and ambient media in award shows, conferences, and other events.
