BRIEF
Strengthen brand credibility and awareness in the minds of 18 to 35-year-olds, and drive visits to Vice.com.
STRATEGY
STEP 1
First, we found some of Vice.com’s strangest stories. Then, we distilled the essence of the article into a tangible object.
These objects will be integrated into public spaces for passersby to interact with, creating strange and shareable moments.
INSIGHT
The weirder something is, the longer people it will hold peoples attention
STEP 2
Some ads with the same weird
tone-of-voice will be implemented across a variety of mediums.
Ducks
Article headline:
“People Keep Hiding Rubber Ducks All Over Cruise Ships”
Description:
Vice-branded rubber ducks hidden among lemons in grocery stores. With some weird ads of the same theme.
SEXLESS HUSBAND
Article headline:
“Husband Tries to Blame Divorce on Lack of Sex, Loses in Europe’s Highest Court ”
Description:
Vice-branded Sexless-Husbands-themed playing cards will be sent to strip clubs, comedy clubs, and nightclubs to be handed out to patrons as a promo gift. A borderline NSFW ad featuring a sexless husband’s desperate measures should probably be censored in public areas … but not
on Reddit.
Diapers
Article headline:
“Meet the World’s First Adult Diaper Influencer ”
Description:
Vice-branded and tagged diapers will be on display at mall retail stores.
And our diaper influencer will star in some ads.
Englishman Wee
Article headline:
“Beautiful Handmade Bottle Full of 200-year-Old Human Pee Found in England”
Description:
Bottles of "Englishman Wee” will be stocked on grocery store shelves. Some toilet-themed ads also felt necessary here.
