Slovak School Archery Club: Statues by Jandl Bratislava for Slovak School Archery Club

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Slovak School Archery Club: Statues

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Industry Consumer & Public services
Media Ambient
Market Slovakia
Agency Jandl Bratislava
Creative Director Pavel Fuksa
Art Director Alexis Blanco
Copywriter Eugen Suman
Released May 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: SLOVAK SCHOOL ARCHERY CLUB
Product/Service: SLOVAK SCHOOL ARCHERY CLUB
Agency: JANDL
Creative Director: Pavel Fuksa (JANDL)
Copywriter: Eugen Suman (JANDL)
Art Director: Alexis Blanco (JANDL)
Media placement: Special Ambient - All Statues In Bratislava Old Town - 15 May 2011

Insights, Strategy & the Idea
The Slovak School Archery club wanted to let people know that it exists, and that it offers courses in all sorts of archery types, but lacked a significant budget. Target audience was comprised of parents that would be interested in signing their kids up and teenagers/young people who would be interested in trying something new. The brand, even though unique on the market, wasn't known, since they lacked a proper budget. Since the target was so spread, we needed an idea that was generally appealing and relevant. Since the budget was low, we needed something to instantly attract eyes. So we thought, how about we use something that people in Bratislava look at each and every day? Something that Bratislava is famous for? And that something was the statues that are all over the old town of Bratislava, a popular meeting place for both young and not-so-young.

Creative Execution
Deciding to use the statues, and seeing that we lacked any budget, the challenge was to make it spectacular, relevant and, most importantly, low cost. So we took the Wilhelm Tell cliche, of shooting apples placed on the heads of people, and used it to fit our archery lessons. We placed a red apple on each and every head of the statues in Bratislava. On the apple, a sticker invited people on the Archery Club's website, were they would find out more. Whenever the apples were taken, we would replace them. And we had to replace them many times, since people really, really noticed the changes.

Results and Effectiveness
As a direct result of this stunt, the courses were all fully booked, and the client said they'll repeat the stunt indefinitely. With less than €1000 to start with, this was a result that pleased both the agency and the client.