Creative agency Havas Chicago used a storefront window to create a cancer awareness "peep show." The cheeky campaign wanted to gain attention with drama, so the concept was to mimic an adult entertainment show, using the same promotion tactics.
In a public storefront window, Havas Chicago transformed an empty scene into what people thought was a real peep show featuring topless women. When curious passersby would get close to the window and take a look, they were greeted by topless black mannequins that had breast cancer statistics written in white text across their chests.
The storefront was promoting a club that featured topless girls, which wasn't a direct lie. However, the point of this campaign was to dramatically grab society's attention, which ultimately resulted in people learning about cancer and being more conscious of the consequences. The campaign was launched on October 24th and will remain at the front of the store until November 10th.
Topless Mannequin Campaigns
Havas Chicago Created a Cancer Awareness Peep Show
Trend Themes
1. Provocative Marketing Campaigns - There is an opportunity to leverage controversial and thought-provoking content to drive awareness for important social issues.
2. Innovative Storefront Advertising - The use of creative and interactive storefront displays can be a disruptive way to attract customers and generate buzz for a brand or cause.
3. Mixed-reality Advertising - There is potential in using mixed-reality technology to create immersive advertising experiences that capture consumers' attention and drive engagement.
Industry Implications
1. Advertising and PR - Innovative, attention-grabbing campaigns like the peep show can make a huge impact in the Advertising and PR industry.
2. Healthcare - By using provocative marketing campaigns such as the peep show, healthcare providers can generate awareness and educate the public about important health issues.
3. Retail - The use of interactive and innovative storefront advertising campaigns such as the peep show can attract foot traffic and generate buzz for retail businesses.