The Unzipped Truth Puts Spray Paint Questions on the Streets of NYC
Laura McQuarrie — September 20, 2014 — Marketing
References: TheUnzippedTruth & adsoftheworld
The Unzipped Truth is a campaign that's designed to get people thinking with cleverly placed spray paint questions in public places, so that a discussion can happen online. The Unzipped Truth describes that it "looks at the world through kids eyes, but answers [questions] with the big mouth of an outspoken city girl whose opinions occasionally get her into trouble."
Outside of a fashion boutique, The Unzipped Truth asks: "Why are we slaves to fashion?" or outside a large fast food chain, it wonders, "Are we getting fatter?" After these questions, the campaign makes use of #TheUnzippedTruth to collect opinions on a variety of subjects, including everything from death to aging, literature, art and politics.
Outside of a fashion boutique, The Unzipped Truth asks: "Why are we slaves to fashion?" or outside a large fast food chain, it wonders, "Are we getting fatter?" After these questions, the campaign makes use of #TheUnzippedTruth to collect opinions on a variety of subjects, including everything from death to aging, literature, art and politics.
Trend Themes
1. Provocative Social Campaigns - With the rise of social media, there is an opportunity for brands to take a stand on controversial issues and create conversations that lead to positive change.
2. Street Art Advertising - By using urban spaces to display provocative messaging, brands can create unique, attention-grabbing advertising opportunities that drive engagement and discussion.
3. Crowdsourced Branding - Campaigns that utilize hashtags and user-generated content provide an opportunity for brands to connect with their audience and build a community around their message.
Industry Implications
1. Fashion Retail - Fashion brands can use provocative messaging to prompt consumers to consider the true cost of their clothing and encourage responsible consumption.
2. Fast Food - Fast food chains can leverage provocative messaging to address concerns around the health impacts of their products and promote healthier choices and behaviors.
3. Advertising Agencies - Advertising agencies that specialize in guerrilla marketing and social media engagement have an opportunity to capitalize on the trend of provocative social campaigns and help brands take a bold stance on important issues.
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