With both men and women now wearing their shorts at breathtaking heights, fashion chain Superette was presented with a unique opportunity to draw attention to their sale on short shorts. DDB Auckland ads were placed on the virgin thighs that are exposed in this latest trend, by putting indented plates across the inner city and fashion district bus stops, mall seats and park benches, so that when people sat down the message was imprinted on their thighs. This meant that as well as having branded seats, a veritable army of free media was created for Superette, with thousands of imprints being created and lasting up to an hour. Plus, by the nature of where the ads were placed, only the hippest young cats were seen advocating the brand.
Advertising Agency: DDB, Auckland, New Zealand
Executive Creative Director: Toby Talbot
Creative Director: Regan Grafton
Creatives: Damian Galvin, Rory Mckechnie
Account Director: Jenny Travers
Project Manager: Andy Robilliard
The Ambient Advert titled Short shorts at Superette was done by DDB Auckland advertising agency for product: Superette Store (brand: Superette) in New Zealand. It was released in the Feb 2011.
Superette: Short shorts at Superette
Ambient