TRIP WITHOUT TRIPPING🏅Young Glory Bronze
How can we get American party people to choose a South American holiday experience over a North American one, without using traditional clichée travel advertising? Like this.
THE ADS 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. We place adS in sketchy places where drug dealers are likely to meet their clients. Dark corners, under bridges and other secluded places.
THE DIGITAL 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.
THE EXTRATo reach these young individuals even more, we hand out travelling earplugs, disguised as pills. Because who wouldn’t want free pills?