Milk: "THE WEAK SHOP" Outdoor Advert by DDB Canada - Vancouver

Category: Ambient: Special Build
Advertiser: BC DAIRY FOUNDATION
Product/Service: MILK
Agency: DDB CANADA/VANCOUVER
Creative Director: Dean Lee/Cosmo Campbell
Copywriter: Kevin Rathgeber
Art Director: Colin Hart
Account Manager: Lena Dawson
Account Supervisor: Brett Macfarlane
Producer: Ryan Mccormick
Other Credits: Production Co.: Smak; Industrial Designer: Robert Johnston
Date of First Appearance: Sep 22 2009 12:00AM
Entrant Company: DDB CANADA/VANCOUVER, CANADA

Description of Ambient execution
We set up two pop-up retail locations of the Weak Shop in Vancouver, Canada. Both were in high pedestrian traffic, urban areas. One used window hoardings to simulate a grand opening. The other location was stocked with products to help people who are feeling weak because they haven’t been drinking enough milk. These specialty products included Chair Pants, Weak Mugs, Wallet Walkers and more. Infomercials played constantly inside the shop, extolling the virtues of these unusual products. Just like any other retail store, staff were on hand to explain product benefits and help with sizing. The staff also gave away milk samples (the revitalizing bonus) to everyone, whether they made a purchase or not.