I've got to give it to Ogilvy Brazil, this is some of the most clever ambient advertising I have seen in a while. Retail store Magazine Luiza was having an upcoming sofa week event that they wanted people to know about. The creative heads at Ogilvy Brazil thought of a clever way to spread awareness using non-traditional methods.
For the Magazine Luiza Retail Store campaign, Ogilvy Brazil constructed microwaveable popcorn bags that, once popped, resembled the shape of a couch. The popcorn bag was sent via mail to the surrounding target market and generated huge amounts of buzz. It’s pretty simple--everyone loves to eat popcorn on the couch, and while enjoying this free bag of popcorn, people were reminded of where to get their next sofa.