Durex's instant billboard erection
Guerrilla marketing was taken to the next level when morrisjones&co and Durex collaborated to create a quick turnaround billboard campaign. Shortly after the press exposed the story about the defacing of billboards containing adult entertainment advertising, which were slashed to ribbons by an angry member of the public, the team quickly created a response.
The creative team at morrisjones&co used the slashed billboards to advertise the latest cherry flavoured lubricant from Durex. Large stickers were placed across the damaged billboards, which read,
“Girls, don't get angry. Just keep him at home.” “When the agency approached us with this cheeky idea, we instantly loved it. It's naughty but fun, exactly what Durex is all about,” says Byron Bekker, brand manager of Durex SA
Although many billboards around Johannesburg, with strip club advertisements, had fallen victim to the mysterious vigilante slasher, the Durex guerrilla ad was only placed on the billboards that were worst hit.
Greg Cohen, creative group head at morrisjones&co, added, “From when we came up with the idea, got the go-ahead from our client, had it produced and on display, was just over 24 hours. It was an amazing process.”
The morrisjones&co team comprised of Nicole Rocha, Wayne Smith, Colleen Berrange, Stix Hlitana, Margarita Karvouniaris and Greg Cohen.
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