Fresh - Metaphors
Award: Wood Pencil
Wood Pencil / Direct / Integrated / 2008
Fresh TV is New Zealand’s first XXX pay-per-view adult channel. Despite the nature of the programming, our brief was to launch the channel using mainly mainstream media. The campaign was based entirely on sexual metaphors. If you’re inclined that way you see a lot; if you’re not, you don’t. The three print ads turned this normally passive medium into an interactive game. The ads directed people to a website where they could play a pub quiz, send ecards, view the print and pass on the viral. The campaign generated mass debate and the viral received over one million views in just four weeks.
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