Billboard Case study Guitar Pee by ALMAP BBDO Brazil

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Guitar Pee

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Industry Magazines
Media Case study
Market Brazil
Agency ALMAP BBDO Brazil
Executive Creative Director Luiz Sanches Jr.
Creative Director Andre Kassu, Marcos Medeiros
Art Director Guiga Giacomo
Copywriter Ricardo Wolff
Released May 2012


Clio Awards, 2013
Direct Audio Bronze

Credits & Description

Category: Publications & Media
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Executive Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Marcos Medeiros (AlmapBBDO)
Creative Director: Andre Kassu (AlmapBBDO)
Art Director: Guiga Giacomo (AlmapBBDO)
Copywriter: Ricardo Wolff (AlmapBBDO)
Media placement: Ambient Media - Bars - March 29th 2012

Describe the objective of the promotion.
When Billboard Brazil launched its new campaign under the claim 'Music. We know it comes from everywhere', we wanted people to really experience this insight.

Describe how the promotion developed from concept to implementation.
Having the campaign’s claim in mind we created the Guitar Pee, a musical device installed in men’s bathroom allowing guys to create unique guitar solos while urinating. After doing so, each guitarist could access the Guitar Pee online gallery via mobile to listen and download his own 'mpee3'. The Guitar Pee toured several bars in São Paulo.

Explain why the method of promotion was most relevant to the product or service.
The Guitar Pee shows us that music can really come from everywhere. And we’ve managed to prove this in a way billboard readers could understand and relate to: with a rock and roll attitude.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Besides the viral effect of the campaign, over 2,000 unique guitar solos were created.