Do all media campaigns need to use new and digital media?

Creative and innovative uses of media are not just limited to ‘new’ forms of media. Shop fronts are truly one of the oldest forms of advertising space – stores have for centuries been using this space to advertise their products. Media Decisions | OMD in conjunction with the creative agency identified an excellent media and creative opportunity utilising this very space.

A shopfront display was transformed as part of an ambient campaign promoting the highly anticipated second season of Network Ten’s controversial comedy/drama series Californication. The show chronicles the life of Hank Moody, a novelist whose obsession with honesty and his self-destructive behaviour – drink, drugs and sex – are simultaneously destroying and enriching his career. Since its infamous debut episode, Californication has stirred a considerable amount of controversy due to its explicit nature and occasional nudity.

The use of the shop front coupled with the creative made and for an extremely effective campaign.

The media cost was simply the small charge associated with rental of the unused shop front window for the two week period!