The Trillion Dollar Campaign
Every now and then an advertising campaign becomes news. For modern ad agencies, having a piece of advertising picked up by the mainstream media can be a holy grail, giving a brand massive coverage at a very low cost. It’s a risky strategy to intentionally embark on, however – newspapers and magazines can be fickle and unpredictable beasts, and a story that may seem perfectly constructed back at the agency can be simply ignored when released into the world, or worse, heavily criticised in the press for all to see. But come up with an approach that works, and your campaign will be discussed by journalists and bloggers all over the world.
TBWA\Hunt\Lascaris in Johannesburg achieved ...