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We decided we wanted to make a play on high brand marketing and whilst brainstorming found ourselves throwing around various buzzwords, this was the genesis of the concept with gorilla and viral marketing being the main focal areas.
The entire point of the campaign was to attract as much attention to the supporting site as possible and, subsequently the real design site. This would highlight the fact that a relatively simple video could create mass attention. The concept of guerrilla marketing fitted our purpose for the project.
With the video and the website we are showing potential clients our range of abilities without forcing it on them. We knew we needed to create a funny video that would effectively spread itself after the initial distribution and have enough pull to get people to the site.