Property24.com: Better Neighbourhood
Mobile billboards were parked around Jo’burg and Cape Town. Each billboard was then vandalized. This communicated the idea that Property24.com helps people find their ideal neighborhood.
Advertising Agency: Ogilvy, Cape Town, South Africa
Creative Directors: Chris Gotz, Gordon Ray
Art Directors: Jennifer Macfarlane, Wayne Nestadt
Copywriter: Cuanan Cronwright, Kelly Putter
Illustrator: Alexi Mccarthy
Published: November 2007
10 Comments
Well, that's one way to make people feel shit about where they live.
it was really vandalized or it was "vandalized"??
:: aRs ::
I believe they faked it.
faked 100%. if this was real, the headline would be the first thing vandalized.
Creatively I like this but it seems to be one of those ideas that are too clever for its own good. The message might go totally unnoticed by the average consumer.
It's like leaving a fresh steaming pile of shit on someone's doorstep and telling them they'd better pack up their stuff if they don't like the smell.
People generally don't like being told how bad their neighborhood is. They don't need a complete stranger rubbing it in their face. They're living it.
This is a pretty low tactic to get the message across.
Creative? Maybe. But it won't help paint the good image for the client whatsoever...
I agree, this was my first impression also. It's like a clothing store using a mirror to show you how shitty you look, but rigging it to make you look worse like "fun house" mirror style to get you to feel insecure enough to feel you not only want, but really NEED their help. It's like hey if you didn't already know it you doing shitty on your own you need our help, and we'll provide it for a fee.
hat the Puck am I doing here?
What the Puck am I doing here?
And the people who lived in the neighborhood where they pull this stunt doesn't beat the living crap out of them because....?
You know, for real estate guys they obviously have no idea how much some people love their home and where they live.
-Tung
--good idea is enemy of great idea
This is clever. I like it.
Hahah of course it was "vandalized", but vandalizers thought it was pretty gentle to let the message seen by everyone, of course :x
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