Deliverables

Ambient advertising | Absolutely Fabulous Video Store | Consumer Services

The Brief

A small South African video rental chain with a small budget needed to drive awareness of its horror movie selection without the budget of a large media buy. The challenge was to reach the right audience at the right moment, in a way that was impossible to ignore and cost a fraction of traditional advertising.

The Execution

A oversized lightweight foam meat cleaver was mounted onto a parking boom in a shopping centre car park. As cars drove in and out, the boom lifted and dropped the cleaver repeatedly, as if chopping down on every vehicle that passed beneath it.
The blade read: The Widest Horror Movie Selection. Absolutely Fabulous Video Store. No media placement fee. No production budget to speak of. Just a single, perfectly placed object doing what a horror prop does best: startling people in an enclosed, dimly lit space. The car park became the set. Every driver became an unwilling extra.

The Outcome

The execution generated strong word of mouth and industry recognition in the one show annual as a standout example of
low-budget ambient thinking.