The brief here was to get young American’s to choose a South American holiday experience over a North American one, without using traditional clichée travel advertising.
There’s one thing that’s popular
among young North Americans: drugs. And South America has lots of it. But hey, you can get the high just by seeing the continent.
To target these people who use drugs, we place
advertisements in sketchy places where drug dealers
are likely to meet their clients. Dark corners, under
bridges and other secluded places.
To take this further, we promote various attractions
in South America by using local people with specific
names to convey a similar message, with a play on
their names and drug synonyms.
To further reach these young individuals, we hand out
fake pills (earplugs for travelling) to get them curious. Because who wouldn’t
want it for free? But instead of actual pills we promote
South America and how you can almost get high.